During the pandemic, video communications platforms became the norm because of social distancing.
But could they also help rural businesses expand their bandwidth when it comes to customer service? For Ski Barn owner Bill Brown, competing with large e-commerce ski industry businesses like Evo and Powder 7 is a challenge. But through Zoom he is trying to increase the number of people he can help fit ski boots.
In a survey conducted by Statista, 65% of respondents said that they shop online for outdoor products at least six times per year. And with Recreational Equipment Inc. coming to Durango in 2025, it will only add competition for local retailers in the outdoor sector.
Ski Barn began selling its products online in 2022 to compete but has been trying to figure out a way to increase its revenue to compete with big-name companies.
Brown decided that offering ski boot fitting consultations through Zoom would be the best option to reach a greater audience.
“Evo is like the Wikipedia of the ski industry,” he said. “When I want to put something on sale, I go to Evo, and look at what they're selling it for.”
But one of the downfalls of shopping online is that customers don’t get to try the product in person to see if it fits their needs. Brown said that is especially true when customers are trying on ski boots.
Brown said 30% to 40% of ski equipment bought online is returned because it don’t fit.
With the video consultations, Ski Barn employees are able to bring the business’ showroom to prospective customers without them having to leave the comfort of their home.
Through email instructions sent to the customer before the consultation, Ski Barn employees are able to learn the different dimensions of the person’s foot and different accommodations a boot may need for the best fit. Customers are then guided step by step how to see if the boot or skis fit during their consultation.
But where there is optimism, there’s also concern for the business owner who says that offering the service runs the risk of having customers take the help from Ski Barn and then purchase their boots or skis from another company. However, Brown said this would be an opportunity for employees to pitch discounts during the consultation, which he believes will create an incentive for customers to stay with the business.
He expects the consultations to appeal to an older demographic who favor having in-store interactions with the business, compared to younger consumers who are more likely to spend hours researching a product before buying it online. He said most of his consistent customers are around the age of 50.
Durango Chamber of Commerce CEO Jack Llewellyn said that the Zoom consultation opens the door for a lot of possibilities for what the business could offer.
While he hasn’t heard of other Durango businesses offering a similar service as Ski Barn, Llewellyn said other business owners are constantly looking for ways to create content to help prospective customers.
“The internet can certainly open up a wider net of customers in order to try and sell more products and services to people, especially if they don't live here,” he said.
He said the more customer service options a business can offer the better chance they will have of retaining a strong customer base.
But the fitting consultations can also allow for the business to be staffed in a more flexible manner. Sometimes, staff members may work in the store but also they might work remotely purely through Zoom.
Brown said the ideal scenario would be to have boot fitters work from 3 to 9 p.m. with a focus on the hours from 5 to 8 p.m. because this is when prospective customers will likely be available for consultation. Ski Barn currently has three employees conducting consultations through Zoom, but Brown would like to see that number grow to six.
In addition, it could allow part-time employment for experienced boot fitters who may be working other jobs.
“Maybe there’s a couple of those guys out there that have a career. And they’re not going to go to the Ski Barn and apply for a job, but could help over Christmas and they can make up to $50 an hour four hours a night for the next month,” Brown said.
He intends to pay these employees $25 per hour with an additional $7 for every product they sell. This allows Brown to hire employees who can actually afford to live in an area where the cost of living deters quality workers.
He said this method could also apply to other areas of retail sales such as ski jacket fitting, but he wants to focus on boots and skis initially.
tbrown@durangoherald.com
