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KIT OUT

KIT OUT

We pledge to enable every customer to leave our store EQUIPPED with the right kit. Their visit to our stores is also the perfect opportunity to create EXCITEMENT by showcasing additional products.
Explorers will not want to get halfway to their goal, only to find out they don’t have everything they need. It’s our job to make sure they are at least aware of everything they may want or need.
• You are DARING and confident when offering recommendations.
• You know your collection well and you’re always able to make EXCITING additional suggestions to the kit.
This adventure will look at how we can KIT OUT our customers.
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Meeting our Customers’ Needs

Kitting out our customers with everything they need to explore is very important.
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EXPLORING ON MY OWN
These customers give you signals that they are ready to connect; after that, they can turn into any one of the other 3 customer types.
FILL MY BACKPACK!
These customers are often open to other suggestions once you have met their initial needs.
LET'S EXPLORE
These customers are often very grateful for your suggestions. In fact, they find it strange if you DON’T offer suggestions.
TAKE ME TO THE SUMMIT
These customers are often very grateful for your suggestions. In fact, they find it strange if you DON’T offer suggestions.
Now let’s explore how to best kit out our shoppers.
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DARE TO THINK BIG


When kitting out our customers, DARE to THINK BIG.

This isn’t always easy…

We live in a world where we are constantly bombarded by negativity. You can easily get swept away by the negativity.
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The problem with this is that if your mind is full of negative thoughts, it will have a negative impact on your ability to create a positive experience for your customers.

We call these negative thoughts limiting beliefs because they will LIMIT your resourcefulness and keep you from delivering our guarantee.
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Outfitting

Once you have DISCOVERED YOUR CUSTOMERS’ NEEDS and KNOW WHAT TYPE THEY ARE, it’s time to Kit Out!

When kitting out customers by outfitting, we can take a similar approach to our 3-step layering up system.

Take these 3 simple steps to outfitting.
STEP 1
FOCUS on their MAIN NEED
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• If there is more than one product that meets the customer’s need, start with the most technical one.
• Link the features to customer benefits and share your own experiences.
• It is vital to get the customer to try on the different options.
STEP 2
Additional products
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• Starting with the customer’s main need, introduce options that are compatible with the main product.
• Explain the added benefits of each item and, in case it´s relevant, how they complement each other.
• Share your own experiences.
STEP 3
REASSURE
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• Confidently explain your recommendations.
• Address any concerns.
• Remember it´s all about offering options based on your experience and then letting the customer decide.
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LAYERING UP

The correct layering system is essential for your kit to perform at its best.

Layering allows the customer to be flexible: they can combine the layers they need for specific conditions and environments.

When demonstrating our different layers (Base, Mid and Outer layer), it is important that the customer understands the benefits of layering correctly. This is vital for getting the best performance out of their kit.
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BASE LAYER
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Base or next-to-skin layer is the first layer of your system.

The primary job of your base layer is to keep you dry, by moving moisture (sweat) away from your skin to the outside of the garment, so it has the opportunity to evaporate. This is known as wicking.

Base layers can be made of natural fibres (wool) or synthetic. Both of these materials allow the transfer of moisture, unlike cotton, which does not wick. Both types of base layer have benefits and drawbacks. Wool is warmer, more comfortable and more resistant to holding odours; synthetics are more durable.
MID-LAYER
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The mid-layer is the insulating layer, i.e. the one that keeps you warm.

The mid-layer should wick any moisture away from the skin to the outside of the garment, to allow it to evaporate. This layer creates small air pockets, which then trap any heat, keeping you warm. The more pockets, the more air gets trapped and the warmer you stay.
OUTER LAYER
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The outer layer is your protective layer from the elements (rain or wind).

Waterproof layers (often known as hardshell layers) allow moisture to pass from the garment in vapor form (when the particles are smaller) but keep water droplets from entering (when the particles are larger).
Waterproof layers also have a DWR applied to the outer fabric as the first line of defence, to help water run off of the surface.
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FULLY KITTED OUT

Layering Up and Outfitting are great tools to ensure our shoppers are fully kitted out; however, there are other Top Tips you may choose to use in order to deliver our guarantee.
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BUILD AN ADVENTURE
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• If you are familiar with the terrain and climate that your customer visits, link their needs with the kit we have in store and/or online.
COLOUR AND STYLE
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• If a customer has decided on a t-shirt style and it’s only available on different colours or slightly different designs, show them these.

• You can also introduce complementary products. E.g. “You seem to like this top/bottom, so here’s the matching top/bottom.”
PRODUCTS
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• Highlight the benefits that the combination of items will have for the customer (temperature, regulation, comfort, etc.).

• Equipment can go with anything.

• Proper product care will add longevity to their chosen kit.

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