The outdoor industry thrives on constant change, fueled by the evolving needs of enthusiasts seeking to escape the confines of everyday life. However, the resilience and adaptability demanded by this industry were put to the ultimate test recently as the global pandemic swept across the globe disrupting supply chains, shifting consumer behaviors, and casting a shadow of uncertainty over the entire outdoor industry.
Amidst this backdrop, Australian-owned and operated outdoor equipment provider, Outback Equipment, has managed to successfully navigate the unpredictability of the outdoor industry and consistently secured its prominent position at the forefront. Spearheaded by the visionary leadership of its Directors, Jaime Chee, and Jourdan Wong, together with its Marketing Director, Sean Fisher, Outback Equipment has not only weathered the challenges but has embraced the opportunities presented by the evolving outdoor industry.
Fisher unveils the company's secret behind their continued success, shedding light on the strategies that have propelled Outback Equipment to new heights.
What has changed in the outdoor industry post-pandemic?
The global pandemic has brought unprecedented challenges and reshaped the outdoor industry. One notable change observed by Fisher is the transformation in outdoor recreation preferences. With travel restrictions in place, people have turned their focus to local exploration, seeking nearby outdoor activities and destinations. Additionally, the pandemic has highlighted the importance of physical and mental well-being, leading to a growing emphasis on health and wellness within the industry. Activities like hiking, trail running, and yoga in natural settings have gained popularity as individuals seek ways to stay active, reduce stress, and reconnect with nature.
The pandemic has also accelerated the digital transformation of the outdoor industry. Outback Equipment has witnessed a rapid shift towards online shopping and e-commerce as physical stores faced limitations and restrictions.
Moreover, the period of indoor isolation has created a strong desire for connection within the outdoors and rekindled a sense of community. People who long for outdoor adventures have turned to virtual communities, social media platforms, and online forums to connect with like-minded enthusiasts.
Wong mentions, "The past years have been difficult for us, most especially on some of our core business operations, but instead of focusing on what we cannot do, we opted to make strategies on how we can best address the changes and adapt to it to our advantage."
Staying ahead of trends
Outback Equipment's success lies in its ability to stay ahead of outdoor industry trends. According to Wong, the team maintains a keen eye on consumer demands and identifies emerging trends, knowing the newest release of outdoor equipment or the brands that topped the market.
"We make sure we know what we offer and what we have is the best option available," Chee mentions.
Quality and durability
Moreover, Outback Equipment prioritises the production of high-quality, durable equipment. Fisher fully understands that outdoor enthusiasts expect equipment they can depend on, whether navigating challenging terrains or enduring harsh weather conditions. To guarantee customer satisfaction and build unwavering loyalty, the team goes the extra mile by embarking on quarterly camping trips solely dedicated to testing the finest and most cutting-edge products. This meticulous approach not only ensures the reliability of their offerings but also solidifies Outback Equipment as a reputable brand synonymous with unparalleled excellence.
Cultivating a strong brand
Fisher has implemented strategic initiatives to cultivate a strong brand that resonates with outdoor enthusiasts. They have established their brand as a reliable go-to provider of outdoor equipment in Australia. Wong explains that they want to be the outdoor enthusiasts' partners in preparing for their next outdoor adventure.
"We aim to be the brand that lays the groundwork for their trip as easily as possible. We want to establish meaningful connections with our customers, being their helpful guide for all things outdoors," Wong adds.
Expanding market reach
Outback Equipment has diversified its offerings by partnering with a wide range of over 750 brands to cater to diverse consumer needs and preferences. They have carefully curated a range of products that promote health, comfort, and safety.
Furthermore, introducing a VIP/loyalty program aims to nurture customer relationships, offering exclusive benefits and rewards to loyal patrons. In line with their expansion efforts, Outback Equipment has opened a spacious 3000m2 warehouse in Brisbane Acacia Ridge, showcasing their products and attracting a larger customer base.
Continuing with these best practices moving forward
The pandemic has brought significant changes in the outdoor industry, but experts at Outback Equipment have deftly transformed these unforeseen circumstances into opportunities for remarkable growth and triumph. By emphasising innovation, quality, customer engagement, and market expansion, they have propelled their ascent and firmly established themselves as frontrunners. In the years to come, as travelling and outdoor adventures continue to rise, Outback Equipment will maintain its position as a dominant player in the outdoor industry, swiftly adapting to meet their clientele's evolving demands and expectations.
