Introduction
Bass Pro Shops is a specialty retailer that sells merchandise for hunting, fishing, and camping, as well as other products related to outdoor recreation. The mission of the organization is “inspiring everyone to enjoy, love and conserve the great outdoors” (Bass Pro Shops, n.d., para. 1). Judging by its website, Bass Pro Shops aims to offer clients a wide range of products to fit their needs. The company has employed several positioning and marketing practices, such as atmospherics, to attract its target customers.
The items stocked by the retailer target the audience who is specifically interested in spending time outside and engaging in their favorite hobbies. In particular, there are canoes and kayaks, bikes and accessories to them, outdoor power equipment, water sports items, trailer accessories, fishing equipment, and more. Based on its website, Bass Pro Shops seeks to provide customers with a diverse selection of products to meet their needs.
Retail Positioning
The company’s retail positioning is rooted in its focus on the specific target audience, which is predominantly male. One of the key advantages of Bass Pro Shops is the combination of brick-and-mortar retail and marine center locations and a solid online presence. In-store programs and family-oriented events allow for strengthening the positioning of the company as a retailer that cares about its consumers. In addition, the retailer offers both comprehensive master catalogs and smaller specific-interest catalogs, which make it easier for customers to make choices about the merchandising they will purchase. Moreover, Bass Pro Shops positions itself as a contributor to nature conservation efforts; it has created education centers, museums, and a resort. The dedication to its corporate social responsibility (CSR) strengthens the reputation of the company in the eyes of the target audience.
The Use of Atmospherics to Appeal to the Target Market
In marketing, atmospherics is characterized by the control of a retail space characteristics aimed at evoking certain emotions from customers who enter a store. Components such as lighting, sound, scent, imagery, the layout of the merchandise, and others all contribute to the atmosphere at a retail location intended to impact clients’ moods and prompt them to make a purchase (Dollarhide, 2023).
From the standpoint of the exterior, every Bass Pro Shop is customized to the location of the store – they stand out but do not disrupt the general scenery. In terms of the interior, warm and earthy tones prevail, especially greens and browns, which are the most characteristic of nature. The intention of the marketers is to ensure that the customers feel as if they are already somewhere in nature.
Also, when a customer is looking to buy a specific item, for example, a kayak, the atmosphere at the store is conducive to customers imagining themselves outside riding that kayak in a river. When a hunter comes to the store to look for a new rifle, the dedicated section is decorated by taxidermized animals (or replicas), which helps spark the imagination and increase the chances of a purchase being made. Thus, atmospherics encourage the imagination of customers, which enables them to make a purchase and expand the client base of Bass Pro Shops.
Conclusion
To conclude, the company has managed to develop a cohesive marketing strategy that combines strong visuals, a solid CSR message, and an abundant product range, both online and offline, to meet the expectations of customers. The consumer goods and services that Bass Pro Shops offer are specific to certain activities, which means that the target audience is skewed. However, competition from companies such as Dick’s Sporting Goods or Academy Sports & Outdoors ensures that Bass Pro Shops is always evolving to be at the top of the industry.
References
Bass Pro Shops. (n.d.). About us. Web.
Dollarhide, M. (2023). Atmospherics: What it is, how it works, examples. Web.