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Shooting Industry June 2012 Digital Edition - Page 22

Outdoor Outdoor marketplace Camouflage Greatly Influences Hunter Purchases J.K. Autry C amouflage rules when it comes to product styling, with 94 percent of sportsmen purchasing at least one camo item in 2011, according to and Loyalty to a popular camo even supersedes consumers’ brand loyalty, a purchasing factor that came in second in the survey with 57 percent. In breaking down the larger numbers, 18 percent of sportsmen said between 71 to 80 percent of the items they bought were in camouflage, 11 percent said between 81 and 90 percent were camo and 15 percent said at least half of their purchases were camo. Just over 7 percent reported everything they purchased for hunting had some camouflage on it. “This shows how sporting consumers identify with the look and perceived benefits of camouflage products,” said Rob Southwick, president of Southwick Associates. “Camouflage can be found on virtually every product a hunter wishes to own. Wearing or displaying camo is a lifestyle choice, announcing to others they are a proud hunter or closely associate with the hunting lifestyle.” Dealers, encourage your customers to participate in the surveys at and Each month, participants who complete the survey are entered in a drawing for one of five $100 gift certificates to the dealer of their choice. That could be you. Camouflage, such as the Mossy Oak pattern on Hunter’s Specialties SUV Turkey Vest, has a major influence on what consumers buy. Gerber Announces Tactical Dealer Program erber Legendary Blades recently launched its Tactical Dealer Program, a tiered sales program designed specifically for the needs of the independent retailer. The program helps dealers present Gerber products aesthetically and efficiently, which, in turn, helps them move more goods and increase their bottom line. “The Tactical Dealer Program underscores our commitment to our independent dealers and their business,” said Andrew Gritzbaugh, institutional marketing manager for Gerber. “The program is designed to lend guidance and support to our dealers, while allowing for flexibility, given the unique circumstances inherent to each individual customer.” A $2,500 opening order includes four innovative in-counter display units with an assortment of American-made automatic knives, new tactical knives and multi-tools to fill the displays. The initial order also includes a Gerber Tactical banner and authorized dealer sticker. Dealers can easily build on the assortment with a $1,600 graduated order, which includes a new Gerber rolling floor display and an incremental assortment of 23 knife and tool SKUs in boxed and clam packaging to help round out the display. For more information, contact Gritzbaugh at Also visit G SI DIGITAL Hot Link Gerber’s Tactical Dealer Program offers a number of sales aids, including in-counter display units. Benelli USA Launches Mobile Websites B enelli USA’s website, featuring the Benelli, Franchi, Stoeger and Stoeger Airguns brands, is now iPad/tablet friendly, an industry first among firearms websites. Tablet users now have an easy way to access Benelli’s sites, which feature fast search tools and easy navigation. “As we see the traffic to our website from mobile devices grow, it only makes sense to have our websites optimized to fit that growing consumer need,” said Stephen McKelvain, Benelli’s vice president of marketing and communications. “Now, no matter where you are or what you are doing, you can access all of our brands’ websites on any device with Benelli’s websites are now designed for optimum the most user-friendly experience possible.” performance on iPads, tablets and smartphones. For more information, visit Continued on page 24 JUNE 2012 22 Subscribe to SI DIGITAL

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