Marketing Manager of Creative and Photography Services. “We try very hard to create a one-to-one dialog and presentation to our customers, no matter where they may live or shop,” says Joe Gies, Sr. With every product line – from fishing and hunting gear to boating and camping to outdoor clothing – the company seeks to connect with individuals. In the midst of this phenomenal growth, Bass Pro maintains an ambitious marketing vision, rooted in founder Johnny Morris’ connection with his fellow outdoorsmen. With a growing role in outdoor conservation, the addition of museums, education centers, and a major resort, and the 2017 acquisition of Cabela’s, the company is not slowing down any time soon.
It also offers a mix of specific-interest as well as larger “master catalogs” specific to freshwater fishing, saltwater fishing, and hunting. This includes many in-store programs and family-oriented events.
With 200 retail and marine center locations, plus a robust e-commerce presence, Bass Pro serves over 200 million customers annually. One of the country’s major retailers, Missouri-headquartered Bass Pro Shops, has addressed this marketing challenge head-on. If the marketing effort involves hundreds of thousands of individual SKUs, the level of difficulty goes to eleven. The days of large, general interest catalogs are gone – replaced by highly-personalized retail pieces, of varying lengths and levels of complexity, each targeted to meet the needs of a very specific audience. Each new device has made it harder to connect meaningfully with an increasingly busy, distracted audience. With the advent of Internet and mobile technologies, the job became a lot harder. Even when channels were “limited” to print and broadcasting, it took tremendous effort and creativity to create lasting and positive retail moments of truth for an individual product – not to mention an entire brand. Marketing professionals have never had it easy. In an increasingly impersonal, multichannel environment, that vision requires powerful, agile technology – such as Comosoft LAGO. Outdoor retail giant Bass Pro Shops has an ambitious marketing vision: to connect with the needs of individual outdoor enthusiasts.
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