Outdoor Recreation Retailer: Responding to Changing Customer Preferences and Demographic Shifts

Abstract

Gale Kelow, CEO at GWRC Outdoor Recreation and Sports, is faced with hard choices as customer traffic and margins decline. Major changes in customer preferences and changing demographics require action steps to move the retailer forward. To respond to market competition and shifts in demographics as the population ages, change is needed for its five retail stores’ merchandise selection and marketing. The retailer is considering its options, including refocusing and supporting products that are more responsive and competitive to the market.

The GWRC strategy team set out to evaluate its strategy and to look for new opportunities. The team believes that such an evaluation can help GWRC effectively handle price discounting by rivals, adapt to changing product demands in the marketplace, and ultimately achieve sustained growth and increased margins.

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