How should Junior Ranger backpacks be merchandised? Here are some successful park store experiences –
A family enters the Visitors Center of a Park. Inside the building are the standard features: information counter, maps, interpretive displays, camping information, and a chalkboard scribbled with the latest trail and weather conditions. A small store area entices visitors with a colorful arrangement of park products that include: clothes, a Junior Ranger backpack, bug viewer, journal, compass, field guides, and a Junior Ranger activity book.
The Dad notices a Coyote Junior Ranger backpack displayed on the wall. He takes a closer look. A sign on the backpack reads, ‘Try Me On.’ For a minute the Dad adjusts the pack over his shoulder; this middle-aged man looks silly trying on a Junior Ranger backpack but the kid in him cannot resist. The young daughter approaches and picks up a smaller, Chipmunk Junior Ranger backpack. Dad had not seen this backpack on the shelf, but his daughter did. Close to the backpack samples were several baskets filled with flat backpacks ready for sale. Peppered around the baskets are child-sized binoculars, compasses, and items that complement the Junior Ranger program.
The young girl tries on the smaller backpack. She twirls to show Dad then picks up a Junior Ranger activity book. She runs over to Mom. Dad studies his backpack: the stitching, the zippers even the embroidery. It was maybe a few dollars more than he wants to spend, but it is a solid backpack that will be used many times over. He reads the hangtag and is impressed that a backpack’s manufacturer donates a portion of the sale to the National Park Service.
An eye-catching note on the wall mentions an ‘adventure pack’ program where families can borrow an outfitted backpack and aspiring Junior Rangers could use the equipment to help with their own explorations. The girl came back with Mom in tow. The daughter was ready to earn her Junior Ranger badge, maybe even get a Junior Ranger backpack.
At the counter, the family chatted with the store employee for several minutes. The employee was very knowledgeable about the park and products in the store.
The family enjoyed the day. The information from the store employee, the good workmanship on the backpack and the Junior Ranger activities were combined to make the family’s time in the park relaxing, fun and relevant.
Merchandising any product is about finding the right combination of products, price, promotion, and place on the store shelf. The art of merchandising Junior Ranger backpacks is to remember that park visitors seek benefits provided by a product – not the product itself. Consider these points when merchandising your Junior Ranger backpacks:
Keep a stuffed backpack at your audience’s eye level. If your audience is 4 to 6; or 7 to 12 place items for their perspective. Need a refresher course? Stand on your knees and look at the items in your store. How do you see things?
The number one missed opportunity in park stores is leaving a sample backpack flat! Ever seen a flat backpack? It is boring – the benefits are hard to see. Provide your customers with a sample Junior Ranger backpack that is plump. Find some brown Kraft paper, or recycle newspaper, and stuff a backpack with the crumpled paper. This plump backpack will be a what customer can pick up and squeeze, grip the texture, look at the materials, observe the workmanship, feel the weight, see it on another family member, even try it themselves. These things are hard to do with a flat backpack. A plump Junior Ranger backpack allows people to visualize how it can benefit them.
What are the first things people see when they enter your store? Do you have a display that is inviting? Do the products differentiate your store from another store – or associate your park to a larger park system? Are the products in context with the park? Do the products benefit or detract from the park experience?
D). Make the ‘buy’ decision easier
Make the decision to ‘buy’ easier for the customer. Take away as many objections as you can by providing a physical sample and offering helpful information about the backpack. Create opportunities for people to see how a Junior Ranger backpack can benefit their time in the park – even their experiences after they leave the park.
Should Junior Ranger backpacks be priced higher or lower than the suggested retail? Are you in business to make money, further an interpretive mission or do both? These can only be answered at your store level. But consider what other parks have done. A handful of parks have sold Junior Ranger backpacks at low retail to increase program participation. Some heavily visited parks sell the backpacks at suggested retail to maximize revenue. The majority of parks sell the backpacks slightly less than suggested retail. They make less profit per unit but sell more.
How do you want visitors to see the Junior Ranger backpacks? As just another backpack, or as a tool to help youth explore and gain a better appreciation of the park. Help visitors see that the backpack can be an extension of his or her own explorations. Provide a sample with a bug-box, binoculars, viewers, field guides, journals, and any items that might be appropriate.
G). Sell the Junior Ranger experience, not just a backpack
Do you have the ability or opportunity to link the backpacks into your Junior Ranger programming? Maybe the backpack becomes a reward item for completing a Junior Ranger activity. Possibly the backpacks are used as ‘discovery backpacks’ and loaned out to visitors to help them discover for themselves why your park is important. It is the larger Junior Ranger experience that should be marketed first; backpacks are a tool to help with the experience.
H). Increase Your Product Knowledge
Ten minutes of product knowledge can go a long way to benefit your sales. Visit these web pages for a quick read:
– Mapping Park Store Products To Tilden’s Interpretive Principles
An interpretive product should help convey appreciation for or understanding of a site or park program. But, what is an interpretive product? These questions were developed as food-for-thought for park store staff…
– A Strong Park Store Does Not Sell Products
A strong park store does not sell products, it sells benefits. During a visit to a National Park last summer I overheard a family refer to the products in the park store as ‘weak’. Looking at the shelves filled with plastic mementos and affixed logo items I knew what they meant…
– GlyphGuy’s ‘Green’ Steps
GlyphGuy is a small, family-owned company that works to reduce waste, conserve energy and prevent pollution in all business activities. Since we began making backpacks in 2003 our ultimate goal was to become a zero-waste company…