Wells Fargo
The Authority on Canada's Recreational Boating Industry

Message From The Editor

Boating Industry Canada's Newsweek

PEOPLE WANT TO SHOP AT YOUR MARINA…ARE YOU READY FOR THEM?

Last week in my Editor's Message, I asked the question, "Are you a retailer?"

In my advertising career, I spent almost three years on the Ontario Ministry of Tourism advertising account and we knew through several research studies, that "shopping" was high on the list of things people love to do when they're on vacation.

Vacation days are rare, special and they are days when you go out expecting to spend money. On vacation, people want a souvenir of the places they visit or something to remind them of the events and activities they participated in. Of course in cottage country, there may be few shopping choices, especially that they can get to by boat.

I have often thought that the marina is a destination store and that people go there looking for things to buy. I know a few marinas that have capitalized on this in a big way. But, I think every marina should.

I referred to a research study shared with me by Rob Dilworth of DILigent Marketing Solutions. He is a former marina owner so he has a more informed perspective on this research report as it can be applied to marinas. The report was produced by Astound Commerce, the world's largest privately held digital commerce agency. The study analyzed the Role of the Physical Store During the 2017 Holiday shopping season and compared that to the newly Ecommerce-Dominated environment where Amazon and others increased their market share significantly.

The main finding is that the physical store still provides a compelling retail experience, and offers a different value for consumers compared to digital commerce.

While Amazon may have a great price on a fitness tracker wristwatch, that's a type of commodity item. You get one for a reason and where you get it is not important. The shopping experience is not a part of Amazon.

Visiting your marina should be an experience. Rob Dilworth sent along some interesting thoughts for marina operators, reflecting the findings from this retail research study by Astound Commerce. Here are his conclusions:
  • 73% of consumers visit stores to touch and feel products. Ensure your customers can touch and feel your boats. And ultimately, drive them.
    Attract customers with welcoming storefronts, and a focus on products. Keep the boats accessible and visible.

  • Service is a key component of a brick and mortar strategy. Unfortunately, poor service can drive many shoppers away: 64% of consumers reported poor customer service as the top reason to leave a physical store. That's a concern when they are shopping for a $100 sweater, but it's a really big deal when they are shopping for a $100,000 boat.

  • In the mystery shopping survey, shoppers were only greeted at 42% of stores upon arrival. Make customers feel welcome. Maybe even offer water or coffee…and washrooms can help extend a visit.

  • While ecommerce offers an unparalleled ease of experience, with purchases only clicks away, physical stores have made strides to speed up purchase and returns processes. The average time to checkout was only 2.21 minutes, and 21% of retailers offered mobile point-of-sale systems in hopes of expediting transactions.

  • But your cottage country customers are rarely in a rush. Don't inconvenience them, but don't rush them out either. It takes a while to decide they'd like a demo ride in a new boat.
Seeing our industry as high-end retailers should pay dividends. We are in the pleasure boating business after all!

Andy Adams, Editor
aadams@kerrwil.com
   

MD Insurance

Feature

Rick Layzell

BOATING ONTARIO REGIONAL MEETING - ORILLIA MARCH 27

Boating Industry Canada News Week attended the March 27th Boating Ontario Regional Meeting in Orillia and we were pleased to see that the strong attendance we reported at the March 8th Hamilton meeting, has continued.CEO Rick Layzell brought lots of energy... Read More

Changing Scene

Volvo Ocean Race SEARCH AND RESCUE OPERATION CONTINUES FOR SUN HUNG KAI/SCALLYWAG SAILOR
An update on Team Sun Hung Kai/Scallywag crew member John Fisher, from Richard Brisius, the President of the Volvo Ocean Race… Read More
ZF Logo ZF POSTS RECORD SALES IN 2017; ANNOUNCES INCREASED RESEARCH AND DEVELOPMENT ACTIVITIES
ZF Friedrichshafen AG will increase their research and development spending again and work even faster to produce technologies for the future of mobility. CEO Wolf-Henning Scheider, who has been in office since February 1, made this statement… Read More
Boat US Checklist BOATUS SPRING COMMISSIONING CHECKLIST
With boatyards, backyards, marinas, and clubs now coming to life, spring commissioning time has arrived. Boat Owners Association of The United States (BoatUS) has a Spring Commissioning Checklist to help boaters start the season right… Read More
South Shore Yachts SOUTH SHORE YACHTS APPOINTED NEW DEALER FOR BAVARIA SAILING YACHTS
South Shore Yachts, a yacht sales and service company, has been recently appointed as a dealer for Bavaria sailing yachts for Ontario. Read More

Education

AMI Logo

INTERMEDIATE MARINA MANAGERS COURSE HEADS TO SAN JUAN, PUERTO RICO

The International Marina Institute (IMI), a subsidiary of the Association of Marina Industries (AMI), is offering its popular Intermediate Marina Manager (IMM) program in beautiful, sunny San Juan, Puerto Rico, from June 17-21, 2018. Read More

New Products

Windpat Dual Mode

NEW SOFTWARE RELEASE FOR B&G ZEUS & VULCAN CHARTPLOTTERS

B&G, the world's leading sailing navigation and instrument specialist, has announced the release of a new software update for Zeus³, Zeus², Zeus² Glass Helm and Vulcan Series displays. This new software includes exciting new features… Read More

People

Giuseppe Carnevali

INNOVATION AWARD TO THE CAREER OF GIUSEPPE CARNEVALI

A standing ovation saluted Giuseppe Carnevali, co-founder and President of Navionics, who changed the way the world navigates, as he received the award by the National Marine Manufacturers Association, last February at the Miami International Boat Show. Read More

Boating Stock Market

Boating Stock Market

THE BOATING STOCK MARKET


Read More

Calendar

Calendar

Check out all of the upcoming events in your Boating Industry

Ottawa Cottage Life and Backyard Show
April 13-15, 2018
Ottawa, ON
Edmonton Cottage Life and Cabin Show
April 20-22, 2018
Edmonton, AB
BC Boat Show (Formerly Victoria Inner Harbour Boat Show)
May 3-6, 2018
Sidney, BC
... View All Events
Marine Careers

Daily Updates

For daily updates and more interesting news follow
Boating Industry Canada on LinkedIn.
Northpoint
Beckson Marine
Play Safe Productions
Western Marine
C-TOW
Homebrook Financial
Boating BC
Kropf
Poralu
Western Marine
CC Marine
Boating Ontario
Boating Industry Canada is published by Adastra Media Inc. in association with Kerrwil Publications Limited
538 Elizabeth Street Midland Ontario, L4R 2A3

Unsubscribe   |   Privacy   |   Share