Warning: The following contains subjective opinion, biased findings and unscientific surveys.
TC at the Trout Underground has a pretty good analysis on the direction of the FF industry is taking; namely moving away, at least partially, from the exclusive dealer network and towards a direct sales model. Obviously, the brick and mortar fly shop can get hurt badly by this, or it can adapt and differentiate itself by offering service. Yes, service, that lip serviced word that gets bandied about in any industry, but so often gets shuttled to the background.
Although poor customer service can happen in any industry, the FF online retailer seems to have taken the idea to a whole new level. Outside of a few “big” names like Patagonia and Feather Craft, the idea of serving your customers seems to be lacking. I will say that this is based purely on my limited experience and I know you’ll chime in about the totally kick ass service you’ve gotten from a mom and pop and you know what? Post that in the comments because companies that “get it” deserve support.
Here’s just an example of what I mean. I placed an order in September 2008 with company XYZ (I’m leaving them anonymous just to cut down on the fan boy BS) for an “upgrade” part that they are the sole source for. Their website looks circa 1998 and the online ordering system is a form like what you’d fill out for mail or fax orders. So I submit the form and have to wait for them to call me for my credit card info (yes, it was 2008 and they were using a non-secure web sales mechanism). So I wait about 2 weeks, and then I call them to find out what’s going on. Long story short, 5 days of phone tag reveals they lost my order, but they were sold out of inventory anyway (there was no back order or out of stock notice on the web page) and now I’m back ordered until they get another 100 orders in to make a production run. 6 months later, the part appears on my doorstep.
I’d like to say that it was a one time thing, but I’ve had enough other dealings with different vendors to determine that the prevailing industry beliefs are that a) They still aren’t sure this internet thing is here to stay, b) “customers” will always be around c) what do we have to worry about? That’s the perfect recipe for going out of business, even in so called “good times”, never mind the here and now when what used to be fun money is put back and not spent. By way of contrast, I ordered some motorcycle stuff from Lowbrow Customs, which is a two to three man operation. I placed my order online at 3 pm, and at 3:30 I had a tracking number for the box that just left their shop. I was blown away by that since I’m so used to 3 day waits for order confirmation and then 2 weeks to ship.
Anecdotally, I’ve heard similar horror stories from FF shops about manufacturers cocking up stocking orders, etc, so the problem is probably broader than just web based sales, but it doesn’t bode well for the future if the direct sales model becomes dominant. A couple of companies do it right, some are just plain horrible but the majority falls into the wasteland of the undifferentiated middle, which is a bad place to be. A company with piss poor customer service can get away with it if they are the sole source for a particular item that is “in demand” although I wouldn’t count on it as a long term success strategy.
The company that is hit or miss isn’t doing much to pull away from the pack and will probably be the one to lose out on the great migration to direct sales. It doesn’t take a lot to move ahead though when the competition is so bad- link your inventory system to your web sales software so that back orders are known up front, confirm an order within an hour and ship within 24 hours. If you can do that, congrats, you’re almost a top tier retailer in the FF industry. Couple that with answering the phone and not taking customers for granted and you have truly differentiated yourself.
Over to you in the comments