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How can brands support shuttered independent retailers?

Written by Tom Ryan
Brands in the active lifestyle space have been rolling out support programs to help their independent specialty store partners weather the COVID-19 storm. The programs come in addition to any payment extensions or order cancellations. Many are only available as stores remain closed. In many cases, independent retailers help generate leads to a brand’s own website and take a cut of resulting sales. For instance, Rumpl, the Portland, OR-based technical blanket brand, is providing unique discount codes to individual stores that can be offered to customers for a 15 percent discount on Rumpl.com across the brand’s full online inventory. When customers enter a store-specific code upon checkout, Rumpl sends 30 percent of any sale directly to the retailer.  Mountain Hardwear, Chaco Footwear, Garneau and EcoVessel have also introduced commission-type programs to support independents. Other retail support programs are taking different approaches:
  • Osprey is encouraging customers who purchase qualifying backpacking styles on Osprey.com to visit their local participating retailers to receive a professional fit. Once the customer comes in, the retailer receives 15 percent of the pack’s purchase price as a credit on their Osprey account.
  • Vans is selling a special Vans Customs range online with all proceeds supporting local and community-driven skate shops, restaurants, art galleries and music venues.
  • Alta Cycling Group, the owner of the Diamondback and iZip bike brands, is offering bike shops free enrollment in Promoboxx, a digital communications platform designed to increase online awareness, engagement and help generate sales.
  • Toad&Co, the outdoor apparel brand, is sharing 10 percent of all new customer e-commerce revenue with independents. Allocation is based on sales territory.
  • Mons Royale, the New Zealand-based merino apparel company, is allowing customers at checkout on monsroyale.com to dedicate 25 percent of their purchases to a local Mons Royale retailer.
  • Brooks Running on an Instagram post said it will be covering any fees for curbside pickup or same-day delivery at a local store. The running brand is also encouraging Instagram fans to give five-star reviews to a nearby store and purchase gift certificates to use at later dates.

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