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September 2, 2015

SHOT Business Editor Slaton White Goes Behind the Scenes of the ‘Undercover Shopper’ in SHOT Show University Keynote Address


One of the most popular columns in SHOT Business is “Undercover Shopper.” More than just an entertaining column, each time “Undercover Shopper” runs it provides a chance for retailers and range owners everywhere to reflect on how they do business and treat their customers. We’re now taking that learning opportunity to another level in a special SHOT Show University keynote address, “The Good, the Bad and the Ugly of ‘Undercover Shoppers.’”

This look behind the scenes at the best and worst examples of storefront customer experiences will be presented by Slaton White, Editor of SHOT Business. White has been editor of SHOT Business and the SHOT Show’s SHOT Daily since 2002. Under his direction, SHOT Business has twice received Folio’s Eddie Award for editorial excellence. He is also a deputy editor at Field & Stream.

“As fun as it is to read ‘Undercover Shopper,’ the column is really about the lessons it teaches,” said White. “We publish this column not because we want to embarrass anyone—which is why we keep anonymous all but the one retailer selected as providing the best service—but because we think this approach truly helps retailers everywhere discover things that can be improved in their own stores. It lets them question their inventory mix, the level of staff knowledge and their deficiencies in customer service. When a retailer can read something like ‘Undercover Shopper’ and identify similar shortcomings in their own business, they’ve taken the first step to improving those things.”

The 2016 SHOT Show University will take place January 18, the day before the show opens. Registration for this event is now open to retailers and exhibitors whose applications to attend the show have been approved. NSSF Premium Retailer members are permitted one complimentary ticket to the event. Tickets for all other NSSF members and for Premium Retailer members wishing to purchase tickets in addition their complimentary seat are $250. Tickets for non-member retailers and exhibitors are available for $500. The full course description for the 2016 SHOT Show University is available here. For more information, visit or click here.

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Tags: 2016 Exhibitors FFLs keynote NSSF Premium Retailer Members retailers shot business shot show SHOT Show University Slaton White Undercover Shopper

Categories: Education, Ranges, Retailers