The Daily Guide Summer 2024 - 17

FEATURE
Fussell said. They've been spending
on more T-shirts that say
national park and Fayetteville, for
example, after their consultant
advised them to add dollars in
the category.
STAYING FIRM ON FULL PRICE
Up in Michigan, Tracy Mayer
at Backcountry North in Traverse
City had to work through a disappointing
winter without much
snow.
Despite obvious challenges
with weather and overall economic
picture, Mayer stocks
exciting new products she keeps
Water Stone Outdoors
coffee shop
would do. " It's been really successful
for us, " Fussell said.
One reason Fussell went with
Outside Looks is because she was
taking over a shop with historical
knowledge of the local climbing
community. " I was coming in and
I knew I didn't have that, " she
said. " I knew I couldn't get that
overnight. "
The consulting service has
since paid for itself multiple times
over, according to Fussell.
Water Stone has also benefited
from the nearby New River Gorge
recently being designated as a
national park. It has helped bring
in customers who are either tourists
visiting the area or locals who
need supplies to explore the park,
Fussell said, and she is trying to
appeal to both sets.
The store has always been
focused on climbing, but Water
Stone is now offering a wider
variety of products as well as an
expanded coffee shop and a beer
garden.
" We spent a fair amount of
money transforming the back of
the shop into a hangout spot, "
Fussell said. One of the strategies
there is to attract people to the
Backcountry North
Backcountry North
store with lower price point opportunities
like beverages.
Store workers have coffee
tokens they carry in their pockets
they hand out to new visitors to
get them to come back for a coffee
or beer.
As for expanded products,
Water Stone has increased the
depth and breadth of its apparel,
on the racks at full price.
" I stay away from things that
are constantly discounted, "
Mayer said.
Retailers that traditionally
attracted customers by offering
promotions and discounts are in
a different " boat " than Backcountry
North, Mayer added.
" Our goal is to find a product
that is a good value, " she said.
That means no matter the price,
the merchandise is exciting and
attractive.
" I actually find customers don't
buy things from me when they're
on sale, " Mayer said. " The reason
they're on sale is because they
didn't sell. No one wants stuff
that didn't sell. "
Customers want the best price,
but " they want what they want, "
she added.
Mayer said there are some
brands customers are willing to
pay full price for, including Patagonia
and Vuori. Also popular in
the store are Western Mountaineering
sleeping bags and Osprey
backpacks.
" We've been doing this for a
very long time, and my staff is
very involved with customers and
seeing what's selling and watching
the trends, " she added. " It's
our job as retailers to do a good
job doing that. "
Hear from more retailers on their
current strategies during the " Retail
Reality Check " panel session
at Outdoor Retailer Summer on
Day 2, June 18 at 2:30 PM in The
Camp.
OUTDOOR RETAILER SUMMER 2024 /
GUIDE 17
PHOTO CREDIT: COURTESY WATER STONE OUTDOORS; COURTESY BACKCOUNTRY NORTH
The Daily Guide Summer 2024

Table of Contents for the Digital Edition of The Daily Guide Summer 2024
