In the midst of this phenomenal growth, Bass Pro maintains an ambitious marketing vision, rooted in founder Johnny Morris’ connection with his fellow outdoorsmen. With a growing role in outdoor conservation, the addition of museums, education centers, and a major resort, and the 2017 acquisition of Cabela’s, the company is not slowing down any time soon. It also offers a mix of specific-interest as well as larger “master catalogs” specific to freshwater fishing, saltwater fishing, and hunting. This includes many in-store programs and family-oriented events. With 200 retail and marine center locations, plus a robust e-commerce presence, Bass Pro serves over 200 million customers annually. One of the country’s major retailers, Missouri-headquartered Bass Pro Shops, has addressed this marketing challenge head-on. If the marketing effort involves hundreds of thousands of individual SKUs, the level of difficulty goes to eleven. The days of large, general interest catalogs are gone – replaced by highly-personalized retail pieces, of varying lengths and levels of complexity, each targeted to meet the needs of a very specific audience.
Each new device has made it harder to connect meaningfully with an increasingly busy, distracted audience. With the advent of Internet and mobile technologies, the job became a lot harder. Even when channels were “limited” to print and broadcasting, it took tremendous effort and creativity to create lasting and positive retail moments of truth for an individual product – not to mention an entire brand. Marketing professionals have never had it easy. In an increasingly impersonal, multichannel environment, that vision requires powerful, agile technology – such as Comosoft LAGO. Outdoor retail giant Bass Pro Shops has an ambitious marketing vision: to connect with the needs of individual outdoor enthusiasts.
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