For consumers, it is one consumer journey, including the purchase experience. Brands and retailers need to collaborate for seamless processes and a top notch shopper experience. Christoph Krauss (Managing Director, Benchex) shows examples of how the collaboration between brands and retailers can be optimised.
Interview: Jessica Ceotto
Video editing: Andrea Monticelli.
Founded in 2003, the European Outdoor Group is the trade organisation that represents and promotes the outdoor industry in Europe, underpinned by three core principles: Doing business in the right way; protecting nature; and encouraging participation in outdoor activities. The EOG now has a membership of over 100 brands, retailers, technology brands, national associations, and other organisations from the wider value chain.
Led by an executive team and board, the association uses the power of collaboration to work with its membership, the sector and other partners, on projects that address some of the major topics that face all of business. Pre-competitive cooperation in areas that include events like the European Outdoor Summit, market insights and data, CSR and sustainability, and public affairs, benefits the whole outdoor sector and gives it a loud and influential voice in the political and public domain.
The Summit is an initiative of the European Outdoor Group (EOG), the association set up to represent the common interests of the European outdoor industry.
As a pan-European organisation the EOG is uniquely placed to support the Summit, which will be held in alternate years in different countries. The national outdoor groups representing these countries will organise each Summit, allowing each event to assume its own identity, content and experience, but with the Summit remaining open to all.
