This report examines the purchase process among the key segments of the U.S. outdoor consumer population, as identified in OIA’s ConsumerVue segmentation research. It reviews top trends in retail and consumer purchasing behavior, highlights areas where there are meaningful differences and makes recommendations for brands and retailers.
Understanding the New Path to Purchase is Key:
The growth of digital technology has empowered consumers and transformed their purchasing journey. Consumers are no longer funneled through a linear path to purchase, but instead meander at their leisure through a “maze to purchase” full of exploration that crosses channels, devices, retailers and social networks.