Kampgrounds of America Inc.

KOA Merchandising Field Guide

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UPGRADING YOUR KAMPSTORE As we continue to improve our campgrounds, it is vital that our Kampstore and registration areas reflect our guests' expectations of KOA camping. In fact, it is these exact locations where many guests create their first impression of a campground. Research shows that a customer forms an opinion of a store within the first seven seconds of entering. Because first impressions can be shaped so quickly, we set out to create the Kampstore Improvement Field Guide as a tool to help franchisees identify key projects for store renovations. These renovations aim to improve an aging infrastructure, garner increased store revenue, and create a heightened camper experience that positively affects their opinion of individual KOAs and their lifetime perception of the KOA brand. Renovating your store may seem to be an overwhelming process and potentially expensive project. This guide is to help campground owners and managers identify specific areas of your Kampstore and registration space that may need modernization. To assist with every aspect of your store, we designed this guide with the Kampstore elements in order of most impactful while considering cost. As you plan your renovation, use this improvement guide as a means to prioritize those features that need upgrades and plan the project accordingly. To help you along the way, KOA has gathered paint, lighting, and flooring professionals, retail experts, and experienced campground owners to contribute to a complete Kampstore refurbishment reference guide. We all know renovations are good for business. To emphasize this point, we reviewed a sample of campgrounds that completed store renovations within the last 18 months. Those campgrounds showed an average 23.9% sales increase year over year. While not the norm, one campground's remodel resulted in sales increasing 370% over the prior year! (The comparison was made between pre-renovation season and post-renovation season.) With realistic expectations and careful planning, a remodel can be one of the best investments a campground can make. Here's to happy renovating and improved Kampstore sales! Sandra Nash Vendor Relations Manager KOA K AMPSTORE IMPROVEMENT FIELD GUIDE 2 2

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