Wednesday, 11 July 2012
WOW What a Huge Surprise
Think back 20 years, those of you who can, to who was the largest jewellery retailer in Canada… I’ll confirm later. Michelle Graff’s (from National Jeweller) article about how jewellery e-tailers are “getting physical” is reminiscent of a certain Canadian jewellery retailer who failed under the weight of carrying more fully servicing “bricks and mortar” locations.
The mystery jeweller from 20 years ago is … Consumer’s Distributing. They had a significantly successful catalog business, but as they opened-up more and more physical locations their service costs went through the roof. When their costs went through the roof, they couldn’t survive on the low pricing they offered. Once they showed people the opportunity to see something before they bought it, that ruined a good many of their customers for pure catalog shopping.
That’s what’s going to happen with e-tailers who open-up that can of worms. YOU CAN’T HAVE IT BOTH WAYS! Direct mail selling is like online selling. You can sell for less because you provide less. If you provide more, you have to charge more. Duuuuhhhhh!
I like blogging, because unlike Ms. Graff, I can use the word “Duuuuhhhhh.”
Have a great day in your beautiful bricks and mortar stores!