Shooter’s Pro Shop

Posted on Oct 26, 2016 · 3 min read

Client Success: Shooter’s Pro Shop

Acquiring New Customers and Incremental Revenue

Shooter’s Pro Shop is a firearms retailer started in Bend, OR in 1994. The company provides hunters and shooting aficionados the best equipment in the industry. Shooter’s Pro Shop is the best place to purchase Nosler factory seconds at discounted prices.


With macro opportunities developing due to a change in the political climate, Shooter’s Pro Shop sought a way to identify and reach a new, loyal customer base nationwide and channel them to their online store. Through research and analysis, they determined that the military community represented an active and loyal customer segment with great buying power. Offering a military discount was a simple way to pique the interest of both existing and future military customers, but Shooter’s Pro Shop also needed a way to protect any exclusive promotion they offer to the military community and accurately track the response.


Shooter’s Pro Shop implemented SheerID’s military verification solution as part of their existing check-out process, allowing the company to offer an exclusive military discount. The company now offers a 10% discount to all active duty, retired, and veteran military personnel, including National Guard and Reserves. The promotion is available online only, and is exclusive to US military personnel nationwide.

Once a visitor to logs into their Shooter’s Pro Shop account, they can click a button advertising the military and first responder discounts which takes them to a landing page with information about the special offer and eligibility criteria. From there, customers choose whether they want the military or first responder discount, and begin the verification process. After submitting basic information like military status, first name, last name, and email address their information, their eligibility is quickly verified by SheerID. Shooter’s Pro Shop uses SheerID’s real-time document review verification in addition to instant verification against authoritative data to ensure 100% coverage.

After verification, qualified military personnel and first responders can complete their online transaction using the 10% discount. Those who do not qualify are not granted the discount.

The 10% discount was advertised on Shooter’s Pro Shop’s website, on their Facebook page, and SheerID promoted the offer on several social media networks and within multiple online military communities.


The discount immediately went viral, being picked up by a variety of military communities on websites and Facebook pages, reaching over 100,000 members of the military in 24 hours.

In the first 30 days of the launch of the military promotion:

  • had a 26% growth in registered online customers
  • 10% of total revenue was from verified military personnel
  • They achieved an ROI of 1.30

Within seven days of the “soft launch” Shooter’s Pro Shop saw a 10% increase in orders. Shooter’s Pro Shop gained immediate new customers and incremental revenue. Qualitatively, they also received positive comments on their Facebook page, and even written letters from customers thanking them for the military discount.

The military market was an obvious segment for us. With the ability to verify military service through SheerID, offering a military discount became an easy decision for us. We were able to market the discount openly knowing that only eligible customers could redeem the offer.

Mark Roberts, Partner, Shooter’s Pro Shop Holdings

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