Outdoor recreation is experiencing significant growth. According to the Outdoor Industry Association’s 2024 Outdoor Participation Trends Report, participation in outdoor activities grew by 4.1% in 2023, reaching a record 175.8 million participants, which represents 57.3% of the U.S. population aged six and older.
However, with opportunity comes competition. Shoppers now expect more than just an assortment of gear—they want personalized, intuitive, and inspiring experiences that make their ecommerce shopping journeys seamless from start to finish.
For outdoor and sporting goods retailers, the challenge lies in meeting these high expectations while driving conversions and building loyalty in a crowded market.
The Evolving Outdoor Shopper
Gone are the days when shoppers relied solely on in-store associates to recommend the right gear. Today’s outdoor enthusiasts research extensively before they buy. They check reviews, compare specifications, and look for recommendations tailored to their activity—whether it’s hiking, kayaking, or snowboarding.
Outdoor and sporting goods retailers must also contend with an increasingly price-sensitive audience. Deloitte’s 2024 Consumer Loyalty Survey found that younger generations are more than twice as likely to switch to a competitor’s loyalty program compared to older generations, indicating a lower brand loyalty among younger consumers.
Success in today’s market isn’t just about being everywhere; it’s about being exactly where your customer needs you, delivering an experience that feels organic, helpful, and relevant.
Attracting Adventurers to Your Online Store
The journey to capturing outdoor enthusiasts begins long before they visit your website. Outdoor retailers must create off-site experiences that align with their on-site journey.
For example, a well-optimized Google Shopping feed with attributes like material type, activity use, and seasonal relevance can help potential customers find what they’re looking for faster. Aligning this information with on-site navigation and product detail pages creates a seamless transition that keeps shoppers engaged.
Outdoor retailers like UTV Source have seen the power of search optimization firsthand. Implementing enhanced search and personalized recommendations enabled the company to increase overall revenue from search by 51%.
Turning Browsers into Buyers: The Role of Trust and Personalization
Once adventurers arrive on your site, the next challenge is building trust and guiding them toward conversion. Here’s how:
- Detailed Product Information: Gear specifications like weight, dimensions, material, and care instructions help shoppers make informed decisions. For technical products, clarity is key.
- Pre-Built Kits and Bundles: Kits like “Backpacking Essentials” or “Beginner’s Rock Climbing Gear” simplify the decision-making process, inspire confidence, and increase average order value (AOV).
- Social Proof: Include reviews, ratings, and user-generated content (UGC) to showcase real-life experiences. Seeing how others use your gear can turn hesitation into confidence.
- Real-Time Availability and Delivery Transparency: Let shoppers know what’s in stock and provide estimated delivery times to reduce cart abandonment.
Bauer, a sporting goods retailer, is an example of how personalized search and merchandising can create standout experiences. By tailoring their on-site journey, they saw 14% of orders generated directly from search.
Adventuring into the Future
The outdoor recreation market shows no signs of slowing, and neither should your efforts to create meaningful shopper connections. Outdoor and sporting goods retailers who embrace dynamic tools, personalization, and seamless experiences can attract and engage more adventurers, increase conversions, and build lasting loyalty to keep them coming back for their next online shopping journey.
Ready to transform your browse-to-buy ecommerce experience and inspire your customers to gear up for their next adventure? See how Searchspring can help by scheduling your no-obligation demo today.
