Confessions Of A Customer® By Eric Anderson
BOUTIQUE BUSINESS
The Art Of The Powersports Retailer
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hoppers are changing their habits faster than retailers. Are you keeping up? Or are you still in denial of such change? Techno-innovation may be accelerating, but in my opinion the Internet, social media and Costco only make it easier for customers to buy more… of the wrong stuff! It’s still your job as a retailer to enlighten us locally on what we should own, Mr. Dealer, because we truly don’t know oftentimes until it’s too late. If we don’t know the correct question to ask Mr. Google, we’re screwed by being trapped inside our own blissful circle of ignorance and fake, self-fulfilling, algorithm-driven pop-up pablum. And since we don’t visit your destination dealership (enough) to ask dumb questions as often as we used to, the old enlightenment process is more difficult for you to deliver in old-fashioned ways. It’s time to rethink how to reach out and influence us as to what we really need. Commodities are things all people know about, thus shopping for them will always remain price driven. But since our powersports industry offers discretionary and recreational products, it still comes down to a differentiating shopping experience… which can be either digital or face-to-face. All too often we as customers realize our cyberspace-driven mistake only after we buy something too small, too big, too cheap, too expensive, too heavy, too slow or one that does not fit. We’ve all done it… and regret not knowing how to properly research the purchase by ourselves. The most powerful search engine on the planet is still uselessly stupid unless you know the right questions to ask it. I just re-learned this fact buying a customized laptop computer from a local shop which asked me the right questions vs. the Best Buy across town who only wanted to hawk what was on their shelf now. I never knew the
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endless options until I spent time in a small shop interacting with another knowledgeable human being. My laptop is now personalized! Wow! What a difference! It is a fact — smaller retail stores encourage humans to interact more with each other. It sounds old-fashioned to talk “small and local,” but it is becoming popular again. Wayne and Garth are even appearing in “Eat Local” TV ads by Uber Eats. Party on! Now, how can we encourage customers to “Shop Local” at your store instead of the mega-motorsports store across the state or BigBadBobs.com? One word: BOUTIQUE! The term “boutique store” is not just a snooty French word for a pretentious clothing or coffee retailer. Webster’s describes the use of this adjective: of, designating, or characteristic of a small, exclusive producer or business. Perhaps we have all been trying to grow up and be BIG… while the customers lately want the smaller retail experience for non-commodity products? Things are coming full circle now that we realize what a pain megaretail and e-comm outlets are for getting customer assistance. Online isn’t our only option — micro-retailers are becoming the new rage. Don’t think it’s happening in powersports? Have you looked at used motorcycle sales between private parties lately? Craigslist, Facebook Marketplace and Cycle Trader are making anyone with a machine and gear in their garage into their own ranked micro-retailer. If you do not think micro, someone else will — like your own customers. Stem that tide locally by helping customers in your area make better choices inside your store. Begin offering Certified Pre-Owned (CPO) machines with some sort of 21-point safety inspection and aftermarket warranty included in the price — something a driveway-to-driveway “as is” sale will never include. Give customers assurance and confidence to “shop local” in your social media posts —two very sought-after entities in this post-recession, mid-pandemic world. It also gives you more profit. Big Box Retailers (BBR) are well known for their lack of customer service and poor shopping experience, but equally well known for great prices on, well, commodities. Perhaps it would be simpler for you all to study what BBRs do… and then do the opposite. Take some lessons from the food and beverage industry. Big chains are struggling in the face of poor-quality food, increased obesity and a colorless eating environment, yet smaller local grocers, family-owned breweries and organic restaurant retailers are flourishing (COVID closures excepted).
