This has been an unusual year in retail. As most of you know I manage a small piano store on the Central Coast of California in a very quaint town called Nipomo. I have really enjoyed being here and it has been a great experience to get to know some of the people in the area and see some of the prettiest sights on the planet.
What has disturbed me this year is the number of people who have insisted on buying product on-line. I have a customer now who would like to purchase from me a piano in the $2,000.00 range. It is quite obvious to me that he would like to buy it from me BUT, he has found a website that “will” sell it to him for around $28.00 less. Yes, $28.00. I am in a situation where I simply can not afford to alter my prices for MANY reasons. He “says” he would like to buy local but, he can get it from a stranger from out of state for less so he has decided to take this course.
I don’t get it. So, I have to ask myself and him when we speak again; explain your theory. You pay $28.00 less for it by buying it online but, when something goes wrong with it or you need service of some type or you don’t understand how something works, who are ya’ gonna call? Me?
This happened to me a couple of years ago when I customer insisted that I take the sales tax off his purchase OR he would buy online. I explained that I simply could not do that. He got VERY angry and purchased online. I warned him that if he bought online he would have NO service for questions and if something went wrong he would be sorry and wind up paying dearly for the process. He left without buying from me, went online and purchased. Two weeks later his item arrived and all was fine EXCEPT, there was a package of parts missing. He came in ‘completely’ freaked out and asked me to help. I told him to call his customer service rep. They told him to send it back to them at a charge of $141.00. He did.
A few weeks went by and he returned to the store with a question about “how” the recording feature worked. I explained to him that customer service rep where he bought it would be the place to go to answer such a question. He called them while he was still in the store and could not help him but told him to go to youtube or read the owners manual a little closer.
Listen folks, if you are looking at a $2,000.00 (or even less) to purchase something. Just buy it local. give me a break. Recently, I was asked by someone about my opinion on this subject. My reply was “when ALL of the mom and pop stores are gone – whatchya gonna do? – Buy local as often as possible and spend as much possible because this is the way to prosper our economy.
And when something goes wrong – call the local guy to fix it.
That was just my frustrated 2 cents.
Ric Overton