Fee for service !

The ski season is just months away and most footwear stores are gearing up for the annual onslaught of Internet buyers who will want to try on ski boots for size in their stores - and then make the purchase on-line at a cheaper price.

It is essential that those who intend to spent time on the slopes have boots that fit precisely if they are going to safely - and comfortably - enjoy their sport, and that is something that doesn't work well if guesswork is involved.

Last year it was suggested that some retail outlets would impose an up-front charge for trying on high priced footwear, fully refundable if the customer proceeded to purchase.  That was a very reasonable suggestion, but there would be problems.   Some customers would object and refuse to pay when the service had been provided, and that raised the question of whether such a charge was a legally enforceable  debt.

The bricks and mortar retail shoe industry is likely to be under even more pressure as the Internet companies are moving towards a new sales tactic.   You may notice that advertising for all kinds of merchandise are being offered on a time basis - often only available at a special price for a twenty-four hour period.

By this method, the seller knows precisely what size of buying order to place on the supplier, and can use pressure to force an even lower price.    If that supplier refuses to budge, it is simply a matter of emailing the retailer customers to renege on the sale - with an apology that events beyond their control caused the cancellation.

Perhaps the greatest sales weapon remaining in the bricks and mortar stores arsenal - is after sales service.   That is something that is hard for In-Line suppliers to provide.   If you have a problem, it is far easier settled by having a conversation face to face with the person who made the sale - then trying to negotiate by endless e-mails.

The Internet supply stores seem solely trying to attract sales by using the price weapon.    Canny bricks and mortar suppliers need to re-think their retail approach to enhance the benefits that person to person contact offers.     The customer can walk out of the store with the goods there and then - assured that he or she has the right fit - and that the merchandise is what they expected - not merely what they have viewed on a monitor screen.

Two different selling approaches - both of which will attract a share of customers !