How to Beat Internet Pricing
Cole also began bundling some products for sale during the past holiday selling season. It wasn't to the same extent as the big regional dealers, but "we expect to do it more, as there's a perceived value there for the customer," he said.
In most cases, dealers are joining the game to improve their chances of winning it. Schaefer's plans to launch a new e-commerce site, heavy with local flavor.
The new Web site design is in the planning stages and will be based around giving consumers a taste of the experience they would have in the store. With most e-commerce sites, he said, "It's plug in a model number, do a search and price it. There's no personal touch. Ours will be presentation and explanation of the technology—the same as we do in the stores."