I've noticed that pretty much every Australian Windsurf shop treats their online presence not with the attention that it deserves and not living up to their potential to generate additional revenue. Specifically, not all of their stock is listed or slowly updated manually, prices are not updated, CRM not put in place or being used, digital marketing to attract additional customers non-existent.
I understand that for our sport in-store experience, product trial and relationships are important but treating online retail with so little sophistication results in missed opportunities. In other markets such as Germany water-sports shops are doing an excellent job, so it not impossible for the industry to accomplish. There are cases where buyers exactly know what they want and no trial is needed and this is particularly where Aussie shops are missing out. I recently ended up ordering an Ion Shorty from Europe as I exactly knew what I wanted and was unable to find the product here for a decent price. Also, it was much more convenient to order it online rather than spending time at the weekend to go all the way to the shop.
For someone dedicating his career to digital it boggles my mind how Aussie windsurf shops are treating their online store fronts. Any thoughts on why?
I too find the level of information for online windsurf shops to be less than ideal. However, when people criticise retail (or any other small business enterprise) in Australia, I always wonder how much experience or exposure they have to justify their comments.
The thing that boggles my mind is why anyone would go into retail (or any other business in Australia, especially one that involves employing people) when the business and regulatory landscape makes it so incredibly difficult.
I'll bet the shop owners were up till midnight filling out group certificates for their staff instead of updating their websites.
Clarence
I can imagine a number of reasons...
It's probably not cheap.
In order for the business process to be streamlined, it needs to be tightly integrated to the shop's internal stock system, so the owners don't maintain two databases.
That requires an IM&T expertise, and in Australia it is notoriously expensive.
Then Australian postal and courier charges are quite high in comparison to for example Hong Kong's.
Then packing a 2.5m board and dispatchign it can be time consuming. One needs to pay someone to do it...
Europe has several hundred million people. Tenfold + customer base. Everything is reasonably close. If I order a board from Victoria, it needs to pay for the 3000kms of fuel.
It's not just w/surfing. I hear complaints weekly about how online competitors are ruining small local retail businesses. Although I can sympathise with small business (having one myself), I can't but feel that most that complain aren't using technology to their benefit, and trying to sell common items that are available and delivered free/cheap online, but are content to 'blame' technology for the ruin of their retail businesses.
The problem remains with the shop owners that either run the shop themselves and work 60+hrs a week and/or employ only 'salespeople' on the floor with no IT gurus maintaining currency with both their online marketing and also electronic records. If (as a retailer) you choose to do something - do it well. Make a decision - if you are going to invest in online marketing...keep it up to date and make it work. If you stick to old-fashioned service & ignore technology, that's fine and if you provide a good service and have a good rep, you'll probably be ok - unless you're selling a common product. Stand out from the crowd with good service and a good product and you'll do well - but don't blame those that are using (and investing) in the skills and technology that are the high performers.
An out-of-date website will not bring in customers and will in-fact lose you clients imo.
I have to agree, the Vic online shops are crap and as I'm a 4 hr round trip away from visiting in person I find it a much better experience to buy from an online shop in WA. Isn't this a crazy way shop.
^^ Agree that there is a shop in WA that is leading the rest of Aust. when it comes to it's online shopping and catalog content.
I've purchased a few things from them with good service and feedback and a huge range of gear and accessories to order.
Select to expand quoteMrSpinout said..
For someone dedicating his career to digital it boggles my mind how Aussie windsurf shops are treating their online store fronts. Any thoughts on why?
The answer is simple... cost. It costs money to implement a digital inventory system that combines both online and offline commerce. There is the initial investment to implement the system and train up employees. Ongoing you have to keep the system running which can be pricey. Then don't forget a lot of people working in shops are casuals so there is the constant ongoing training.I can't see how a windsurf shop with no in depth skills in POS systems would be able to do this without outside help. And that outside help would be costly. On the flip side you have to ask how many products you would actually sell online.
Don't get me wrong I work in Digital Transformation. Helping big business transform their processes into the digital world is what I do for a living. The advantages of having a fully digitized stock system alone would be a huge plus. I always wonder how big shops keep track of stock and don't have things go missing.
I think if surfsailaustralia have put hard work into this area, and I have no affiliation, they should be mentioned! Other local wa shops are doing ok with some product online. There are people like me who do check out all the sites once a month or so to see if anything new is happening but many aren't updated. Suppose nothing beats dropping into the shop for the latest stock, but that's not always convenient.
Select to expand quoteSparky said..
I think if surfsailaustralia have put hard work into this area, and I have no affiliation, they should be mentioned! Other local wa shops are doing ok with some product online. There are people like me who do check out all the sites once a month or so to see if anything new is happening but many aren't updated. Suppose nothing beats dropping into the shop for the latest stock, but that's not always convenient.
Yes one of the good shops on-line
Anybody claiming its expensive to set up, here is a quote from one shop that has a great on-line system "well you cant afford not to". And yes it takes a bit of work to keep the data updated, this is one area a majority of shops fall down rather sadly on.
Adapt or get swallowed up, the solution is adapt and quickly.
I believe in supporting local and small businesses but how can you when prices you pay are just rediculous especially for country folk.
I'm not talking WS shops either. For example when I needed 5 tyres for my forby I was quoted 430 each. When I said I'm a local the price was 420. So I enqired online and was quoted 360 each and guess what? They were delivered to and fitted by the tyre shop that quoted me hahaha
Another example I was quoted 75 plus 20 for freight for a roof rack shovel holder at another shop. Knowing that I could get it for 55 delivered to my door I said no thanks and he even said it would be cheaper online.
That's just a couple of examples among many.
With a savings of 340 with just those 2 purchases you can see why people like online shopping.
With one off buys I think online shopping is the way to go. But with buying and upgrading things like WS gear I'd rather deal with the shop
I also note Surf Sail Aust being so far ahead of the others.
For me it is the convenience though - busy at work and home, I often don't have time to ring shops in the daytime, especially for a little part. It is far easier to go to a windsurf shop website, type in 'tendon', click buy and here is is 3 days later.
Thus I go to them first for parts.
However, Windsurfing Perth and SecondWind updates their secondhand gear very regularly so if looking for a board or sail I always go to their websites.
Contrast Windforce that still has secondhand windsurfing gear "current at 14th Dec 2014" 
To all the shop owners out there.
I set up an online shop for my wife using the platform called www.shopify.com. Everything is automated. It is compatible on all devices. Super easy to set up and costs 60 bucks a month.
i am not an IT guy. It took me one weekend to set up. All you need is a digital camera!
this process opened my eyes to online selling.
I agree and I love going into our local shops and that is where the advice and assistance is gold. But I have provided feedback that the online part is lacking. I find checking things out online fires you up to get something and helps you work out what you want. It is just how things work these days. I have been told that it is coming. One store has had online store coming soon on their website for a long while. So is Christmas!
Select to expand quotemineral1 said..
Adapt or get swallowed up, the solution is adapt and quickly.
By who? Apart from Perth most places only have one shop to begin with?
Select to expand quoteMrSpinout said..
For someone dedicating his career to digital it boggles my mind how Aussie windsurf shops are treating their online store fronts. Any thoughts on why?
which brands permit their current season stock to be advertised at discounted uncontrolled prices?
which customers are going to buy boards and sails online at full RRP?
The windsurf shop where I buy 90 per cent of my gear is located in Qld and keeps their web site up to date with what used gear they have to offer as well as updated offerings of heavily discounted new gear. When I'm lucky enough to actually visit the shop, which is usually only once a year, (because I live 1,000 kms away) I am really pleased with the stock levels they keep of all gear and accessories. It gives me confidence that I can buy what I want when I want it and it shows they have a healthy business. This business sponsors local club events with prizes etc and appears to me to support the local windsurfing community, but I have noticed in these forums blatant adverse comments towards this shop which I find hard to believe is warranted, based on my experience with product offerings, pricing and their friendly service. With so few windsurfing shops in Aus I think we need to support the shops we have and not take for granted what they offer. If you deal with a shop that doesn't keep their web site up to date, use your bloody phone. If I lived down the road from a shop I couldn't give a rats if their web site wasn't up to date because I would be in there on every windless weekend dreaming about what I might buy next.
Select to expand quoteOrange Whip said..
as well as updated offerings of heavily discounted new gear.
Please post the link so we can check this out.
Select to expand quoteOrange Whip said..
If you deal with a shop that doesn't keep their web site up to date, use your bloody phone. If I lived down the road from a shop I couldn't give a rats if their web site wasn't up to date because I would be in there on every windless weekend dreaming about what I might buy next.
My thought exactly.
Building a good relationship with local suppliers gets you good advise from people who have been in the industry for many years and good discounts as a loyal customer. Plus you might even get a coffee thrown in now and again....
Select to expand quoteseptfun said..
the cobra factory and those supporting it, represent a very poor example of ethical retailer......so i dont know out of what value system people feel the retailers represent a business model that warrants loyalty......
they should put posters up in their shops showing third world factory conditions and the echoing poorness that accompanies that......then people can wonder how come the gear is so expensive or why should any retailer who supports that distrubition, mind you, australian retailers support it exclusively, to maximize their profits and kill of any one else trying to distribute windsurf gear in Australia
I find it ironic that on one hand you talk about getting cheaper products then on the other you talk about unethical distribution systems destroy in third world countries destroy Australian manufacturing.What destroyed Australian manufacturing is sky high cost to run a business in Australia. You can't expect to have the world most expensive real estate market without consequences. At the moment the consequence is most industries are simply not economical to operate out of Australia. Unethical or not that's just the way it is. Picketing your local windsurf shop won't change that.
But back on topic... I guess what I am hearing people saying is they want an online store so they can sit at home and find the lowest price on any given windsurf product??? Let's get real here. The windsurf market in Australia is minuscule compared to say Europe. And even there this model doesn't really exist. I have heard from a number of European companies that they are no longer interested in Australia because it's simply not big enough and the cost of operations are too high. In plain English too much effort with not enough reward.
Not many Aussie businesses know how to do online well. They are usually terrible. I would spend way more if the online sites were more than an after thought.
Select to expand quoteYuppy said..
To all the shop owners out there.
I set up an online shop for my wife using the platform called www.shopify.com. Everything is automated. It is compatible on all devices. Super easy to set up and costs 60 bucks a month.
i am not an IT guy. It took me one weekend to set up. All you need is a digital camera!
this process opened my eyes to online selling.
Gotta agree... It's not rocket science. Only basic computer skills are required. You can buy templates and there are Content Management Systems out there for the likes of house wives who sell scrapbooking material and tuppaware etc. You can't tell me a business savvy person can't figure out how to do it. It doesn't require an elaborate database at all??!!! and you don't even need to know HTML, Java or any other language for that matter. You buy a fully functioning eComm website, out-of-the-box, for about $20 a month. Sure you need time to keep it up to date, but if you're not prepared to put in the hours, then go work for a wage not yourself.... or don't complain that business isn't so good.
My loyalties are mixed, I generally know exactly what I want when I buy it, whether it be kite gear or a running back pack. Because of the 'global' market I'll use any English speaking website for product research and selection but then I'll go hunting for local shops with an online presence first, then branch out from there. I can't be arsed ringing around or sending countless online inquiries looking for a product in stock or available special order, if you'Ve got it in the store list it, if you can get it in-store from your supplier within 3-5 days list it. It's frustrating looking at a kite store website knowing they probably sell the part or accessory you're looking for but its not listed.
Blah blah, bricks and mortar shops can't compete with online shops, what a load of crap, whether it be kiting or wind-surfing they're all but guaranteed to be competing with another bricks and mortar shop, just one with a better online presence. The bricks and mortar argument only works when your competing with high volume goods like catchoftheday usually flogs off.
Select to expand quoteN1GEL said..
Gotta agree... It's not rocket science. Only basic computer skills are required.
Exactly correct ... which means that is the not explanation.
I posted the reason above.
Would you buy a new 2016 board or sail for full RRP?
I own a small IT consultancy company and I come across SMBs all the time that have outdated business processes and under utilise IT. I find that the businees owners need a very good reason to change the way they do businees as they see risk, effort and $. I think you will find as new (dare I say younger) businees owners come through, who are more au fait with IT, on-line shopping will become a core sales channel. In the mean time go visit your local store, have a chat and browse through all the gear you wish you could buy
Select to expand quoteseptfun said..
In my opinion, someone could easily do well with an exclusively online shop
Just let us know:
a) which brands can be sold at discounted pricing for current season
b) which brands are permitted to be sold across all states with no restrictions
c) .... or which customers will pay full RRP of $3400 for a board and $1400 for a wave sail.
Select to expand quoteseptfun said..
(a) yes, most committed sailors with experience no longer need to see or touch the equipment before buying it
(b) through a non shop retailer i just bought a new ka 7.9,, 7.1 new mast and boom
(a) agree. nobody has said anything otherwise to this point.
(b) you bought 2 sails, mast & boom ... so was it current season and did you pay full RRP?
Select to expand quotewind012 said..N1GEL said..
Gotta agree... It's not rocket science. Only basic computer skills are required.
Exactly correct ... which means that is the not explanation.
I posted the reason above.
Would you buy a new 2016 board or sail for full RRP?
I did also mention the time factor. I think times plays a huge role in a retailer's online presence. The other factor (and I know this because of my many IT jobs over the past 25 years, I've held several positions as Web Content Manager) and probably the biggest reason SMB retailers don't have a good online presence is they they simply under-value the importance of their website. Hopefully, a few of them are educated about the issue by reading this thread, because the posts all seem to follow a similar theme (frustration and move to almost exclusively purchasing online).
And, in all fairness, I will contradict myself by adding that building and maintaining a website is childs' play, but what I excluded from my initial post is that SEO, SEM and website traffic analytics costs a fortune. These are specialty roles in the web development world and extremely important to get right in order to generate leads and convert them. However, in saying that, there are plenty of books and short courses available, but again, that all requires time.
Select to expand quoteStuthepirate said..
^^ Agree that there is a shop in WA that is leading the rest of Aust. when it comes to it's online shopping and catalog content.
I've purchased a few things from them with good service and feedback and a huge range of gear and accessories to order.
I've bought three 2nd hand boards online from a shop in WA. (I live in Sydney). Their description of the board condition was accurate. It was a positive experience every time.
Is there an IT system that integrates everything for retailers? A Point Of Sail [haha] with a single database, payroll, banking, tax, stock, reordering, online blah blah and so on? In modules? Or are there disparate collections put together?
I'm half looking for a project to do.
I also know an idea like this has already been done. Always. So what's the most popular one?
It's small-medium resource management. Great Fields? SAP and PeopleSoft (< me) are a just a little overkill. WorkDay?
^ all that said I prefer to call up SurfFX and talk to a human.
Hello, windsurfing Dept. please
Hello
Hello. I want a thingy, about this big.
Ah, we have thingies... let me just check... we have this big and this big, and we have the new thingies in too.
The new thingies?
People are really liking the new thingies, and they're the same price.
Ok sweet - a new thingy
OK, what's the delivery address... and credit card... done.
[arrives next day]
It's like artificial intelligence.
I've worked in ERP for 15 years and sometimes I reckon a piece of paper works better for information. Machines are cold and autistic.
