Our Partnership
Interviews with existing long-standing customers highlighted broad and nuanced characteristics. Most importantly was the reverence and connectedness hunters have for the wild world. Interviewees de-emphasized the importance of pulling the trigger. They instead spoke of family, lineage, mentors, life lessons, values, respect, mastery, and a deep abiding love of wild animals and the places they live.
Focus
Our work brought to the surface a path forward that has enabled the brand to “leap the aisle” by creating a much wider aperture that now defines the Sitka brand beyond the endemic hunting category, opening the door to new categories of product, and a financial opportunity heretofore unimaginable. Re-architecting the brand and operations was undertaken focusing on the Customer Activation Cycle as a means to operationalize purpose.
Demonstrated Impact
Sitka has outpaced growth of its competitors in category and has scaled 5x over the past 4 years while exceeding profit goals year over year. In the first year of the new strategy, contribution dollars of new customers went from a negative $54 to a positive $114, shifting profitability and scalability in dramatic fashion.