PhotoTJ:
Why would you shop online vs. LDS?
Selection, price, convenience. The web is one big mall composed of many individual shops only a few clicks away. Just as shops in the city are all down the road. Online has the convenience of ease of ordering and delivery from the confort of home, office, etc. Even though I really, really like to look and touch.
Why would you shop an LDS vs. online?
Selection I can see and touch. Try out for correct size. Test on a real dive and exchange or refund if I am not satisfied? Now your're talking - me - into the shop. Good price value overall. However, I like the option of a la carte or bundle. Meaning, I do not want to pay for a value/service I will not be utilizing. But, I do want the option of the extra value/service when I desire it.
What is the deal maker? Glad you asked.
Can you provide what I want, product and services, faster, at a better price than I can get it elsewhere? Comparable? Make me feel welcomed. Demonstrate that you value and appreciate the fact I have chosen you out of the multitude and given you the opportunity to "earn" my business.
What is the deal breaker?
Failure to compete.
What will make or brake me as a customer for the long term?
Do you see a difference between an air fill and a full set of gear? It will show if you do.
Whenever I call or walk through your door, will you see me and treat me like "your" customer or someone "else's" customer?
Just a few points to ponder, hope it helps.