Outdoor Industry Association

Balancing Act Integrating Brick & Mortar and Online Operations

Recorded, On Demand


Eric Oliver, Director of Digital, The North Face
David Feith, Merchandising Director REI
Christian Gennerman, Director of E-Commerce, Jans Mountain Outfitters
Keith Karlick, Director of Interactive, Hammerquist Studios

How traditional and virtual retail can work together to attract and keep today's convenience-driven, connected consumer.

In today’s world of evolving shopping and purchasing options, consumers have demanding expectations for a seamless experience across all touch points the customer has with the retailer. From purchase to brand story, product presentation to customer service and operations in a large supporting role, commerce is changing to combine brick & mortar with online shopping to a single customer experience.

Our panel of four industry vets who have navigated the course of successfully bridging the gap to online sales will share their experiences, best practices and answer questions about how best to create and manage the balance of retailing across storefronts and online.

The video recording of this session is free for OIA members and $99 for non-members and is made possible through the generous support of and collaboration with Outdoor Retailer/Nielsen Business Media.

Retailers "Need to Know" session


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Balancing Act Integrating Brick & Mortar and Online Operations



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