Aqua Lung America’s Retail Philosophy Outlined Here.
DiveNewsWire:Jan. 8, 2007: Vista, CA (DNW) --Recently a major industry stakeholder endorsed on-line gear sales and encouraged dive retailers to set up shopping carts to ‘embrace the future.’ This may have some of our retailers asking if Aqua Lung America’s position on e-commerce has changed. The answer is No.
The Internet should be recognized as a tool and the dive industry needs to embrace its technology. We need to continue to look for the opportunities and benefits that it offers. In fact, Aqua Lung has been at the forefront of bringing technology to its retailers. We were the first manufacturer to enable dealers to order products via a secure B2B portal. We were the first with product serialization tracking, a technical information library, product F&B aids and marketing collateral that dealers can download online 24/7. We certainly believe in the value of technology.
We also need to know and recognize the Internet’s challenges. We were the first diving equipment manufacturer to employ Net Enforcers to assist in reducing “third party” or “grey market” shipments from unauthorized sources.
In terms of e-initiatives such as marketing our business and communicating with customers, the applications are endless. We can all do a better job of promoting diving and the dive industry on the Internet
Our disagreement lies in how the Internet is used to sell product.
We believe the best opportunity for growth is directing consumers to their local professional dive retailer. That is where diving’s customers are created. It is where we truly have the opportunity to create committed divers, as opposed to teaching people to dive. A committed diver is someone who becomes a competent diver, bonds to diving’s “social scene,” buys equipment, takes additional training and goes diving. No one can argue that there is no better advertisement for diving than enthusiastic and committed divers. Industry stakeholders need to focus and work together to ensure a healthy environment where retailers can prosper.
Let’s not kid ourselves. When companies talk about or endorse e-commerce in the scuba industry it means selling scuba gear on-line, which has not and will not create a level playing field for retailers as some have suggested. In fact widespread endorsement of on-line sales may drive more sales to the established Internet players. The single most important objective for our industry should be to get more people into professional dive stores. Offering or promoting on-line equipment sales will not do that.
For this, and all of our previously stated reasons, Aqua Lung will continue to stand by and support its “in-store only” retail sales and service policies.