Jesse Brown’s Outdoors has been a leading outdoor retailer in Charlotte, NC, for nearly 50 years. When we visited the store, Owner Bill Bartee shared strategies that give his shop a competitive edge.  

1. Full-Service Fly-fishing Department

Jesse Brown’s Outdoors takes a soup-to-nuts approach with its fly-fishing business. The shop offers a full range of freshwater and saltwater fly-fishing gear, and knowledgeable employees shepherd customers through choosing equipment, clothing, and accessories. Plus, the store employs professionally trained guides who provide instruction and lead trips. 

The store’s comprehensive service has made Jesse Brown’s Outdoors a destination shop for fly-fishing enthusiasts. “It’s a real differentiator for us,” says Bartee, noting that they get a lot of business from people taking big international fly-fishing trips. Another growing segment of their consumer base is women who are trying fly-fishing for the first time.

Many beginners participate in the store’s guided day trips, which offer a full day of instruction on everything from casting and setting the hook properly to reeling in and releasing a fish correctly. Participants also learn about conservation.

The store’s fishing guides attend training programs at the WorldCast Anglers’ Western Rivers Fly Fishing Guide School in Victor, Idaho. There, they learn the nuances of providing top-notch service, whether teaching someone to fish, preparing lunch during a day trip, or dealing with different client personalities. 

This year, Jesse Brown’s Outdoors partnered with a local private school to offer a fly-fishing summer camp for kids. Throughout the camp, the guides emphasized patience and encouragement, tailoring their approach to help each child connect with fishing. “If you’re a science kid, there’s a place for you,” says Bartee. “If you’re a physics kid, there’s a place for you. If you’re an action Jackson, there’s a place for you. Fly-fishing is magical in that way.”

2. Online Sales

Online sales represent about 20 percent of Jesse Brown’s Outdoors revenue. “And it’s growing,” says Bartee. Its online sales took off when the store became the only place consumers could find the popular Mike’s Spike umbrella anchor. “We sold hundreds of them,” says Bartee. 

Now, the online store includes Jesse Brown’s full array of products. The brick-and-mortar store serves as the warehouse for the online business, and the store tracks sales and inventory by linking its Shopify-powered online store to its Retail Pro system.

Christopher Lawing, a long-time employee of Jesse Brown’s, manages online sales and ensures that the website reflects the character of the brick-and-mortar store. “We try to have some fun with our product descriptions,” says Lawing. “Rather than copy and paste descriptions from the manufacturer’s website, we make them more personalized and work in the Jesse Brown’s brand.” 

Lawing also includes a handwritten note when he ships products to customers. “We try to make every store visit personal, so we do that with our online impressions as well,” he says.

3. High-Touch Retail

Handwritten notes are just one example of how Jesse Brown’s Outdoors practices “high-touch retail,” where store employees take a more proactive and personalized approach to serving customers. 

“It’s all about how the customer is treated and feels when they’re here,” says Bartee. When selling hiking footwear, salespeople don’t simply ask a customer about their shoe size, hand them a pair of boots, and say, “Have a fun trip.” “We provide personal service and actually fit the boot to your foot,” says Lawing. “We want to make sure your feet are comfortable on every mile of trail you’re hiking.” 

The high-touch approach to footwear not only ensures a proper fit but also builds rapport between the store and the customer. “We get many people who have never done an adventure like they’re about to do, whether that’s a big journey or an excursion with their school,” says Lawing. “With the boot fitting, we’re also boosting the customer’s confidence and getting people excited for their trip.”

4. The Carolina Outdoors Podcast

In 1996, Bartee and Don Yager took over as hosts of the WBT (1110 AM, 99.3 FM) Carolina Outdoors radio program, which eventually became The Carolina Outdoors podcast. Jesse Brown’s Outdoors sponsors and produces the podcast, and Bartee and his cohosts record the program every Saturday at 5 a.m. “We might interview a Boy Scout about their Eagle Scout project. Or we’ll talk to experts about hiking trails,” says Bartee. “It lets us create our own content and drive traffic to our website.”

The podcast also drives traffic to the store. This year, Bartee interviewed the authors of “Trails and Treats: A Hiker and Runner’s Guide to Great Trails and Good Eats in North Carolina”. The authors and the book publisher promoted the interview, drawing a wide audience of listeners across the state.  

“People up in Greensboro, or wherever they’re from, who maybe wouldn’t have engaged with Jesse Brown’s before, all of a sudden are hearing about us,” says Bartee. Following the podcast, Jesse Brown’s Outdoors hosted an in-store event with the authors, drawing podcast listeners and regular customers.  

From its podcast to its fly-fishing operation, online sales, and high-touch retail, Jesse Brown’s Outdoors has plenty of lures in its tackle box to attract and reel in customers. By staying true to its high-touch philosophy while embracing new opportunities, the store has cultivated a loyal following and remains a go-to destination for outdoor enthusiasts. With nearly 50 years in the business, Owner Bill Bartee isn’t just keeping Jesse Brown’s Outdoors up with the times-he’s leading the way.