Dealer Success Stories

KITTERY TRADING POST

Since 1938, Kittery Trading Post has been outfitting people for the great outdoors.

Kittery, Maine

Looking for creative strategies to keep an edge on the competition? Here are two tactics the folks at Kittery Trading Post implemented at their store. Take their advice and you'll train your sales leaders, increase profit margins, offer outstanding customer relations and have a little fun too!

The first strategy involved teaming up with an ATK sales rep for a simple hands-on training class. To get staff to want to sell your product you need to make them excited. Hands-on experience is the best way to accomplish this.

Be Proactive. Be the Authority.

"Our customers come because of the size of our store, our pricing and selection," said Fox Keim, Vice President of Kittery Trading Post. But they return to the store because of Kittery's dedicated and knowledgeable staff. To stay current and ensure the best customer service Keim's team tests many of the products they sell. "We (our managers) do what we call team building exercises. We try out new products—familiarize ourselves with the latest and greatest," said Keim.

Last fall, with the help of Sean Langton, an ATK Territory Sales Manager, six of the Kittery managers embarked on a day of patterning Federal Premium's new Prairie Storm™ pheasant ammunition. "We conduct classes all year for all of our dealers," said Langton. "We make sure they know the features and benefits, but more importantly, the value of the product."

Langton demonstrated how the rear-braking FLITECONTROL® wad system creates tight patterns and the FLITESTOPPER® pellets have devastating impact on target. Immediately following the class, the group went on an upland bird hunt to test their shooting skills and reinforce what they learned about Prairie Storm.

"It's important to make sure dealers have first-hand experience," said Langton. "By demonstrating our product, our retail partners become educated and experienced champions of our products."

"The boys from the Kittery Trading Post had a great time and I think they enjoyed the patterning class," said Langton.

Most classes last one or two days and are free for any interested dealer. Langton offers classes year-round. Ask your sales rep about hands-on training opportunities for you and your team. These opportunities generate team building and drive home the value of the product. There is no better sales person than an enthusiastic user.

A store for the entire family.

Kittery Trading Post is centrally located in the heart of New England. They draw customers as far as Rhode Island, Connecticut and New Hampshire. But their core market is from Boston, MA to Portland, ME. Situated in a shopping center known as the Kittery Outlets the location is "perfect for families," said Keim. There are more than 120 retail stores within "walking distance [of Kittery] for mom, the kids or grandparents," according to Keim. "We're a destination store. We're one of the largest independent specialty goods dealers in the U.S." Spread across three floors, customers can find every piece of outdoor recreational equipment they desire.

"We carry a good representation of all ATK products," said Keim. Kittery stocks Weaver® optics, RCBS® reloading dies, Federal Premium® shotshell and everything in between. Interspersed among the product, promotions and displays are world class animals. Customers roam the store admiring the taxidermy—everything from a cape buffalo, moose, mountain lion, bear and otter, according to Keim. The inviting environment, friendly staff, prime location and wide array of name brand products ensure success for Kittery. But there's a lot more that goes on behind the scenes.

Create a long-lasting relationship with your customers

Their second method: they participate in ATK sales events and promotions. Among their arsenal of sales tactics, Kittery hosts the ATK Dealer Trailer, markets their store across many mediums and continually makes point-of-sale improvements. "[In 2009], we had the ATK trailer come, but it was a last minute event and we didn't effectively market or advertise," said Fox Keim, Vice President of Kittery Trading Post.

They learned from the slow sales and small crowds. When it came to organizing the next big event—they booked it well in advance. "Which left us plenty of time to advertise for the event," said Keim.

Each year there are a wide variety of clinics, exhibits and demonstrations for all ages. For four days in early September Kittery hosted the ATK Dealer Trailer. It coincided with their 34th annual event called "Septemberfest"—a seven day shopping extravaganza.

The week-long Septemberfest event offered deep discounts, sweet giveaways and several chances for customers to win more than $15,000 in free merchandise.

The ATK Dealer Trailer was parked at their north entrance—a prime location facing the most foot and vehicle traffic, according to Keim. He estimates the 2010 attendance reached 100,000 over the seven days.

Inside the trailer, there were sample products for customers to touch, hold and use. When a customer found a product they liked, they simply headed into the store to purchase or special order.

Special events are a fantastic way to get new and returning customers to the store. But, you need to carefully plan your events and promotions before you jump in.

Rev up the word-of-mouth dynamic.

Being an ATK Premium Partner has helped Keim select the right promotion for the right time. Over the past seven years, his team has tirelessly worked to strengthen and develop their advertising campaigns.

With the help of ATK's CO-OPTIMUM program, Kittery's in-house graphic designers, advertisers and web gurus have expanded their presence in print, on TV, on radio and online. They've even cultivated their e-commerce website and embraced social media.

The Kittery team created a plan that involves:

• Listening. Create a presence that encourages interaction.
• Responding. Talk with your customers. People learn from each other.
• Energizing. Share photos and stories from the field and the store.
• Embracing. Fans will comment and expect you to respond.
• Supporting. Encourage feedback from customers—the good, bad and funny.

Their customers can now:

• Print: Read about upcoming events and store sales in local newspapers. Get directions from billboards on local transit ways.
• TV and Radio: Learn about current in-store promotions on local stations.
• Online: Sign up for e-Newsletters. Be notified of the newest promotions, best deals and incentives in-store or online. Provide real-time feedback via Facebook.

Interacting with customers online has helped Keim and his staff offline. Whether their Facebook fans are sharing photos from the field or new orders are being placed through their e-commerce site, the managers at Kittery are learning from their fans, energizing their sales staff and supporting their business.