For once it would be nice to know that I am not the only one who can toss and turn at night, frustrated that I can not fall asleep, and the reason why is internet pricing.   If anyone out there loses sleep over pricing for your outdoor brand, please let me know!

Reason being is one of the partners from my old days at Powerline Sports reached out to me once he heard that I was back on the job market.  And it was the same old same old.  He was getting crushed by internet retailers beating him on price when he was there offering support for kitesurfing brands.  Here is what drove me absolutely insane when I owned a retail boardsports store:

Consumers have no clue that retail is a luxury.  Stores these days exist for one reason and that is to help consumers get questions answered, try on product and then once they know exactly what they want, off to Backcountry.com or some other internet retailer the consumer goes to get the lowest cheapest low cost shipping deal on the planet.

Here is an example.  My neighbor pops over yesterday to show off his new Kayland hiking shoes.  I am in love with this brand.  And for years, they have been super hard to find despite some outstanding awards-

"Kayland’s Zephyr hiking boot was honored as a recipient of a 2009 Backpacker Editors’ Choice Award. The women’s Convert hiking boot was bestowed the Women’s Adventure Editor’s Choice Award and, most recently, the Vertigo Light was named Outside Magazine’s Gear of the Year award in the hiking boot category"

So my buddy is dialed in about how awesome Kayland is, but I have to say it.  He is a total 100% penny pincher.  But to the point of being ridiculous about it.  He had spent the last month, traveling around the state, trying to find the shoes, trying different styles, getting the sizing right, and asking a million questions ( he went into this with me in great detail).  I think it is the hunt for the product that gets him so jazzed. 

And in the end, once he had his style down and sizing, and after wasting considerable time with retailers, he went online.  For another hunt.  The hunt on price.  A sale, a coupon, free shipping, a gift basket.  Can someone please give this guy an award or something because he is now a buyer?  Seriously, you can see how this makes me crazy.  Consumers act as if local retail support means nothing.  And yet, brands and local retailers have yet to figure out a way to correct this problem.

Here is where I have some love for brands who can walk the line with retail and the internet:

• Do not just give lip service to retailers that you will be very firm regarding MSRP.  If I find your product on EBAY or discounted in season, no dice for carrying your product.
  
• Be like Burton.  They figured this out a while back and I think have one of the most harsh attitudes towards selling their top of the line snowboards online.  They have done an excellent job at this, even going one stellar step forward by only offering some "premium" boards in key top producing retail shops.  You can't find some of their boards anywhere except in the retail channel.
• Brands need to back up co-op advertising more.  Use it.  Leverage it.  Geo-Target the co-op digital for that local store willing to pinch in for a large open to buy
• Retail loyalty programs work.  Retailers need to step up and use them more.  Get a punch card and stamp it each time a consumer spends $25 in the shop.  Once they have 5 stamps, they get a coupon for $25 off their next purchase of $50 or more.  Simple.

Any other ideas out there on how to keep the consumer in the store?  I'd love to hear from you.