RECCO 2023/24 Snow Safety Preview
Retail Buyers Guide: Snow Safety 2023/24 Retail Buyer‘s Guide
Interviewee: Julia Granhed, Head of Marketing at RECCO
What are the key trends in the snow safety market?
Education. We see a pattern that more and more of our network of brands take an educational approach on their marketing, informing more extensively about safety towards their customers. Specific snow safety brands, such as Ortovox, has worked for many years with educational programs as part of their brand offer, besides the products.
What are your marketing stories for FW23/24?
The growth of our network – We continue to grow our global network of RECCO SAR helicopter detectors. The latest placement include a detector in Val d’Aran, operated by Pompièrs Emergéncies, and one in Västerås, Sweden, operated by HeliAir. At the moment there are 31 units in active use In 9 countries.
How are you helping retailers to sell this category?
We are offering “The Plan” a small safety folder, developed together with our rescue partners globally. The idea is to provide basic safety information for the consumer, giving basic guidelines how to prepare, what to think of and how to behave while being out there. For Fall 2022 all our hangtags come with a QR-Code that provides more information about how RECCO technology works and how it fits within the context of safety gear. We also created a RECCO Academy for retailers, that should help retailers to learn more about RECCO and use it when selling products with integrated recco reflectors: https://elearning.easygenerator.com/e939e0fb-aa85-4614-b319-c3a731c31ffc/. Link to “The Plan”: https://issuu.com/reccoab/docs/theplan_issuu
Key products for FW23/24 collection
RECCO will continue to grow its RECCO SAR network, adding more countries and locations, to make people in the wilderness searchable to rescuers year-round.
Working on drone projects and having first prototypes in the testing right now we are planning to have rescue drones with RECCO technology operational in the future.
We also continue our direct-to-consumer product category with a helmet reflector, a backpack reflector and RECCO belt. Those products should not replace the integrated reflectors within gear, however should provide an opportunity for people to become searchable. Specially for all year-round use, where we don’t have too many summer products yet with integrated reflectors on the market. We are working with more and more brands on summer products, but this process takes time. That’s why we have these products available to give customers the chance to be searchable all year round in areas where we have a RECCO SAR in place.