TNF and REI have just come out with iPhone applications that provide great information about ski and snowboard conditions at various resorts. Good idea. Both brands can benefit from providing a service and driving traffic to their branded apps.  You can learn the weather report, get snow depths, get directions, and view trail maps, all on your iPhone while driving to the lifts. 

And here is my problem: neither app completes the loop. Shouldn’t these apps help the consumer find where to buy products from these companies? Shouldn’t it be easy to do that? After all, aren’t both companies in the business of selling stuff, good stuff, to consumers? And shouldn’t this app help do that?

Why aren’t store locations on the resort main pages of the apps?  In order to find a store at a resort, you have to go onto their web sites, find the dealer locator, and plug in your location. A lot of steps.  

Let’s say I’m traveling to Breckenridge.  So I connect in with the app and get the resort information. High of 10 degrees F today. Now, what I really want is a pair of gloves because mine are too light for stinging cold. Hey! Right here on the main page is a nearby REI store where I can pick up gloves. Cool. Now, REI just supplied great information AND sold something to a willing customer. The loop is complete. 

Sorry to disagree with many in the New Media universe, but if New Media can’t connect back into selling stuff, then it will die. REI and TNF are not media companies who publish content and then profit from the advertising. They make money by selling stuff. So when they publish they must build a road back to selling stuff…or they are losing time, money and market share.  

Great idea on the app. Now REI and TNF…place your store locations or dealers on the resort main pages. And after that track who is using the apps, where they are riding, and start promoting the service and the stores in the target markets.