NRA Accessorizes: Expands Into E-Commerce

Displaying their customary sensitivity, the NRA has debuted a new e-commerce site from which enthusiasts can purchase branded merchandise. Never ones to let externalities like the Norwegian childrens' massacre get them down, the site's backers claim it is 'loaded' with material for the gun rights supporter who cant get enough firepower at the local Walmart.

This does raise questions about the opportunity for brand extensions like tattoos, body bags and lingerie. One could even imagine expanding into electronics like voice-activated calculators for keeping track of body counts. But for the moment, the organization is taking a rifle shot approach to inventory selection. JL

Abe Sauer reports in Brand Channel:

It's not often thought of as a "brand," but the National Rifle Association has some of the highest brand recognition of any out there. Now, the NRA is making identifying with its brand easier with a whole new online shopping experience.

“We wanted to enhance our members’ shopping experience by creating an easier, faster, and more efficient way to access the NRA logoed products they want,” said NRA's director of membership programs in a release.

"The new NRAstore.com website is loaded with… FEATURES." (Ha! Get it — "loaded"?)
In addition to a sense of humor, the new online NRA store buckets individual sections such as Shooting Accessories, Belts/Buckles, Gun Cases and more. Shopping is clean and easy and in line with what online consumers have come to expect from online shopping.

The new store includes videos of products, as well, for what the NRA calls an "information-rich showcase for thousands of official NRA products." You can even get a giftcard.

One of the store's best selling items? The original "Navy Seal watch."

For gun enthusiasts and 2nd amendment champions, shopping the NRA store has the added benefit of supporting one's own views. The NRA is quick to point out that every penny of profit from the NRAstore directly support NRA programs.

Speaking of online sales and the NRA, the lobbying organization recently found itself dragged into the debate about how Norwegian terrorist bought his ammunition and extended capacity magazines from an American online retailer, which resulted in a bill proposed by Democrat Rep. Carolyn McCarthy to return assault weapon restrictions to 2004 levels.