Retail Observer

RETAILOBSERVER.COM JUNE 2019 54 I n Gallup surveys since 1947 Americans have consistently named spring as their favorite season. Summer is a close second, and fall is the next-best season. Poor winter – not many of us look forward to plummeting temperatures, tire chains, heavy clothes and icy roads. By the time you read this, we'll be making the transition from spring to summer. It's a beautiful time of year for vacations, picnics, camping, hiking, parades, fireworks and baseball. And, of course, the beach. We love to get away from the grind and hit the beach with nothing on our agendas but rest and relaxation. I believe there are three types of beach-goers: the drink sipper, the toe sticker, and the surfer. Are you the type who likes to sit in a chaise lounge and sip a piña colada? Maybe you'll stick a toe in the water to test the temperature. Or maybe you're the active type who smiles when the waves start breaking big. Old-time surfer Phil Edwards created the first signature surfboard. He was the first pro surfer, and the first to surf the Banzai pipeline. Phil said, "The best surfer out there is the one having the most fun." John Kabat-Zinn, author of Wherever You Go, There You Are: Mindfulness Meditation In Everyday Life, said, "You can't stop the waves, but you can learn to surf." SO, WHAT'S THE MESSAGE FOR YOUR RETAIL BUSINESS? From my research on Outdoor Living retailers, I've learned that the most successful are NOT "drink sippers" or "toe-stickers." They are "surfers" who look forward to the waves every day. My years in Outdoor Kitchens have taught me that the most successful retailers have boiled down their strategy to the 3 P's: P = Property (become the destination): • Learn. Study your local market including the competition. • Display. Be relevant. The average Outdoor Living dealer has four grill brands on display with 800 sq. ft. of indoor space and 500 sq ft. of outdoor display space. • Offer multiple grill fuel solutions: gas, lump charcoal, pellet. • Include "Heating / Comfort" in your assortment. It's the fastest- growing sub-segment in Outdoor Living. • Leverage your customer database. • Upgrade your website with Outdoor-categorized products, and include store and product reviews. • In your advertising, go heavy on digital. • Create great Facebook updates that tout your completed jobs. • Be connected in the community. Consider hooking up with remodelers, landscapers, architects, gas providers and installers, food and beverage providers. • Consider selling an annual maintenance / cleaning agreement. P = People • Identify (or find) a passionate LEAD on Outdoor Cooking for each of your locations. • Provide weekend loaners to the sales staff. Get report-outs, have internal cook-offs, etc. • Find a resource for Outdoor Kitchen designs. • Leverage training by your vendor partners and buy group. P = Promotion • Include Outdoor Kitchen demos during promo periods. • Plan annual cookoff events: — Engage fire and police participation — Solicit high school sponsorships • Participate in local events: — Wine / beer tastings — Local community events What's YOUR surf forecast? If you want to be making 32%+ gross margins, generating new revenue from existing customers, getting new customers and driving traffic to your store, Outdoor Living is a category you definitely need. WHAT'S YOUR OUTDOOR LIVING SURF FORECAST? John Laing Appliance Trends John Laing—Director of Business Development, Nationwide Marketing Group RO

• Cover