Diver_81:
i am putting them in the same group b/c i have had people in my shop who have bought from eather of them online and that kills a LDS that is all i am sayng
Dear Cleveland,
The latest stats on the scuba industry from Leisure Trends (a market research firm) is that on-line purchases moved from 5% in 2004 to close to 12% in 2005. If you take a hop over to the UK and Europe its pushing 30% because their dealer arrangements are different there for online sales than they are here in the USA.
I own a full blown professional dive center in the middle of the desert. We are one of the top dealers for Aqua Lung in the country. It's a line we embrace for our store product line. And while we make a very nice living from our retail store WE the owners want more in our lives. We like to support projects and conduct exploration, and do pro-bono work, and send our kids to college, and save for retirement and buy our families nice things. That's why we expand our markets outside our own towns and cities with on-line companies.
We have an online company that I am sure you are familiar with; Tech Diving Limited . With that company we manufacture, import, and distribute a variety of products for the advanced and techincal diver. We don't sell masks and snorkels and fins online because it's not our focus. However, make no mistake about it we sell a LOT on-line. We support the dive center concept and we support the free consumer concept. We specialize in the areas we are experts in and the consumer seeks us out because of that. We are here to serve.
If one is in the dive business today and does not recognize the power of the internet, newsgroups, and powerful message boards like this one they are doomed to fail. This is a statement it's a fact. I'm not saying you need to get into the on-line business, that may be too difficult and not your area of expertise. (Besides most fail at it.) But, the best thing you can EVER tell a customer who brings in an internet-purchase piece of equipment is: "That's a nice XXXX, do you have any questions about it that I can answer for you?" WOW customer service. You may get that guy back for something else. You may also ask why he chose that "particular item" but never ask why he bought it on-line that would insult the consumers intelligence and turn him from buying from you again.
If you take the approach that YOU have overhead, YOU need to be paid, YOU despise on-line sales and YOU will have no customers because the customer does not care. She knows you don't do this for free. Retailers today need to try harder and smile more. In the end you will do well.
As you read the boards here you will find that folks like Larry Dague, Phil Ellis, Tobin George, even Sol at Liesure Pro, and myself all seem to "get it." Divers in our towns are not "MY" customers, they are global consumers that seek out products and services from the companies that can serve them at the right time with the right product. Go look at what we sell, look at our markets, see how we work. Most important realise that each and everyone of us plays by the rules that are set out for us by the companies we purchase from and the lines we sell.
Welcome to the new world........
Regards,