Shimano brand launches direct-to-consumer channel

US company G. Loomis has launched a new direct-to-consumer (D2C) channel for its conventional range of fishing rods.

The Shimano brand says the move will enhance the shopping experience for customers while also growing product research and sales opportunities.

“Consumer purchasing behaviour is rapidly shifting as anglers increasingly seek unimpeded access to information as they research and compare equipment online before making a purchasing decision,” says the G. Loomis announcement.

“To adapt to these evolving trends, G. Loomis has recognised the importance of establishing a direct connection with customers to provide a comprehensive brand experience.”

To maintain relationships with its dealer network, the Woodland, Washington company has partnered with e-commerce platform locally.com to ‘ensure retailers remain a vital step in anglers’ online shopping journeys.’ This means its authorised dealers can participate in the D2C channel.

Once authorised through locally.com, dealers can share their inventory, manage listings and promote events through the G. Loomis website, providing customers the convenience of online purchasing with in-store pick-up.

“Our dealer network has always been a top priority, and we firmly believe that this new direct-to-consumer channel will complement their existing efforts,” said Dave Pfeiffer, President at Shimano North America Fishing.

“We are providing our dealers an additional avenue to connect with anglers and showcase our exceptional fishing tackle. This partnership bridges the gap between physical retail and e-commerce, ultimately driving mutual success for both G. Loomis and our retailers.”