Press Releases

SIA Publishes Retailer to Consumer Marketing Guide Addendum on Building Customer Loyalty

WASHINGTON (Aug. 4, 2014) – In response to industry demand, SnowSports Industries America (SIA), the snow sports industry’s member-owned trade association, has released a new, free addendum to the Retailer to Consumer MarketingGuide (RMG) with tools to help specialty retailers build customer loyalty.

“Retailers know they need to approach marketing tactics from their customer’s perspective,” commented David Ingemie, SIA president. “The latest addendum to the RMG will help them visualize specific marketing ideas that will help build loyalty among the many types of snow sports customers coming through the door.”


The Guide’s addendum called “Build Your Business by Building Loyalty” is now available to download.

The Addendum focuses on cultivating “Customer Connection” by first helping retailers identify customers based on their needs and habits, from the motivations of an avid snowboarder to the apprehensions of a first-time skier. The Addendum then provides social engagement ideas for each customer type, covering the best practices and how-tos for different social media channels.

“A kit to aid the retailer can only help and everyone knows we need help in this tight economic climate. Without a plan one will flounder. Use this kit to plan and communicate with your customers and you will be stoked,” said Jay Moore, owner/president of World Boards in Bozeman, MT.

The Retailer to Consumer Marketing Guide was developed with the support and guidance of SIA’s Retailer Advisory Committee, NSSRA, BRA, Industry Buying Groups (NBS, SMC, Sports Inc., SSL) and Regional Rep Associations (EWSRA, MRA, MWSRA, NEWSR, SWRA, WWSRA).

The complete RMG and other RMG addendums are available at To request a printed copy of the RMG, contact Lindsey Auer, SIA marketing/communications coordinator at or 703-506-4232.

– SIA – Celebrating its 60th anniversary in 2014, SnowSports Industries America (SIA) is a nonprofit member-owned trade association with a long history of working to support the snow sports industry. SIA works year-round with North American snow sports suppliers, retailers, resorts, reps and service providers to develop products and programs for their individual and collective business needs. With member support and industry participation, SIA annually hosts the industry’s largest core winter sports trade show, the SIA Snow Show, along with the On-Snow Demo/Ski-Ride Fest and the Sourcing Snow supplier show. SIA also helps retailers and resorts connect with snow sports participants around the country through Learn more at