Page 18 - BG2014-complet-28
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paddleEXPO industry mag
GOING
DIRECT
Selling direct from manufacturer to consumer.
Some brands tried a few years ago, some are doing it now, and many are wondering
whether its the way to go. While the margin will get better and prices could even get
lower, there will be a loss for those daring to skip the middle – the shops. Some believe
the shops are essential in the advice and service provided. Some further believe the only
way to grow the sport is to make sure the customer gets what he or she really needs,
and the shops make this happen. Others might argue that going direct could also result
in price wars that would leave some behind. Do you agree or disagree?
PO
Sooner or later, this will be the EX
dle
way – going direct over the Pad
Internet
er/
intn
r L
Markus Keller – Owner, Pete
Kanuschule Versam (school and ©:
oto
shop), SWITZERLAND
Ph
That’s a big question: sell direct, gain more margin and
take the chance of losing your selling partners, or keep
working with shops to bulk sell, make volume and not lose PO
EX
time with individual freight. I am in between. Sometimes
dle
for a small brand like mine, or a small market segment, it is Pad
er/
dificult to ind shops, so you want to have your own E-trade intn
r L
website or your own shop to sell in direct. I think both are Pete
good because when you sell in person (you or shops) you ©:
oto
have contact with the customers and you give advice and Ph
service. When you sell virtual (on the web yourself or the
shop) you sell to someone who already knows what he
Inevitable in today’s market/ wants and doesn’t want too much help. In the end we can
communication environment. say everybody should have a website (manufacturers and
Manufacturers—just don’t shops) and sometimes sell through it. Both ways of selling
kill your product/brand by are still good for now! We’ll see later what will be the best in
underpricing.
the long term.
Peter J. U. Reich – President, Vincent Thepaut – Shaper/Owner, KS waveski, FRANCE
Wheeleez, Inc., USA
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