If you want people to get up, get dressed, and drive over to you, offer them something they can't get online...you knowledge, expertise, and CUSTOMER SERVICE.
I have to agree with this, but then there are those situations (that occur too often in
many industries) of the "customer" who comes in all smiles, utilizes your customer service and face-to-face expertise, tries on products, asks questions, thanks you for your friendly service and leaves because "they will need to think about it", goes home and orders everything online.
The reality is that people are doing that because they believe they'll get a better deal online.
And why do they think that?
Pointing fingers elsewhere will do you no good.
Does the shop have prices on display or does the customer have to ask? Does the shop research prices online, inform the customers about it, and either offer a competitive price or a compelling reason why the price needs to be higher? Does the shop talk about servicing requirements and offer specials if you purchase from them? Perhaps a discount on some up-coming classes that are being offered through the shop? Perhaps a free Discover Local Diving session or some such with the purchase of a package?
I think that customer service will help, but many people like to think they are getting a financial deal (especially when the gear is fairly expensive), and right now people see the internet as the ultimate deal maker. Local shops either need to prove them wrong or accept that they will lose business by not adapting to a changing consumer environment, which seems like a poor business strategy.
Personally I live in Queens but drive quite a distance (past other shops) to go to a dive shop because I have a relationship with all those guys that they developed intentionally with me. I value that and give them as much business as I can and they in turn take care of me. I value such things, but not everyone is like me (which may or may not be a good thing). Local shops should not be counting on one-time purchases, but instead looking for
any possibility to turn a situation into a long-lasting relationship. A customer comes into your shop with a problem, you have the ability to fix it and build a relationship. Does it matter if that problem is the wrong item purchased elsewhere or a blown o-ring? Chastising the customer isn't going to change their mind about shopping elsewhere, if anything it may justify their initial decision and makes sure they tell their friends about the awful experience they had in your shop.
I am not a professional in the SCUBA business, I am just a customer. But perhaps businesses should start listening to their customers (or almost customers) rather than blaming them for thinking a certain way.
