MONTEREY, Calif. (BRAIN)—The message to retailers is simple: Embrace changes in the marketplace, especially consumer fixation with e-commerce, or your business could be in jeopardy.
That was the focused message from three panelists—consumers want to shop when they want, where they want and how they want. And specialty retailers can no longer ignore the shift, three panelists told attendees at the Bicycle Leadership Conference.
Tom Barney, the former CEO of Osprey, summed up the changes this way: There is a real and permanent shift in consumer behavior and the delivery of products. And, he added, “don’t resist, engage.”
Elysa Walk, Giant’s former general manager and now Burton Snowboard’s general manager of the Americas, said she was taken aback at the number of channels that Burton was selling boards, apparel and accessories through. “It took me a day-and-a-half to realize we have to have a multi-channel strategy that goes to straight to consumers who now shop anywhere at anytime,” she said.
The challenge for vendors, she added, is maintaining a consistent brand presentation throughout all channels.
And Steve Meineke, the former president of Raleigh USA and who recently stepped down as president of Keen footwear, said whether you’re a vendor or a retailer build a …read more