Contents: Departments 12 THE PULSE 14 HEADLINES Pokemon Go is more than a fad. Augmented Reality (AR) is quickly changing the way we shop. 16 MERCHANDISING How to map out a seasonal rollover strategy. 18 MARKETING Your store needs to become a travel destination. 20 BIG PICTURE It's time to bring avalanche education to your shop. 24 CASE STUDY Winning the social media cycle is a constant battle. 28 IDEAS P. 12 P. 62 29 WYLDER WOMEN Jainee Dial and Lindsey Elliott have learned a lot in launching a new online retail platform aimed at active outdoor women (and their dogs and horses). 30 RICH HILL 32 SUSTAINABILITY A rundown on how to do green right in your store. 56 BREAD+BUTTER 58 THE SEASON'S HOTTEST SKIS Retailers dish on what their customers want. 60 FABRIC DECODER Learn what makes that winter shell work so well. 62 NORDIC APPAREL Cross-training athletes dress for winter cardio. 64 COUNTER CULTURE Alpine Modern brings coffee to the retail space. P. 64 P. 66 WINTER 2017 Issue No.3 6 OUTDOOR RETAILER ORM_1116_TOC.indd 6 PLUS 66 THE VIEW An inside look into the world of Chris Burkard. 72 HOW I GOT HERE How SIA's Nick Sargent learned to snowboard. 74 #REPLIFE Kent Doobrow disperses wisdom (and lyrics). 78 FROM THE ROAD Psicoroc takes West Virginia by storm. 80 BACKSTORY Is there business in drying camp gear? Photos: (clockwise from top left) Kevin Howdeshell, Andrew Bydlon/Caveman Collective, Chris Burkard, Andrew Bydlon/Caveman Collective The new man at the helm of the Grassroots Outdoor Alliance knows how to be a disruptive leader. / Winter 2017 10/27/16 11:14 AM