Run a little experiment. Offer a package promotion of some type that is only available to consumers who bring in a printed coupon or some proof directly from your Web site. Consumers have moved past postage stamp pictures of product with prices. You need to advertise a lifestyle, a reason, or a value to get customers in your stores. As long as you don’t promote a $35,000 install special, I will bet you are going to be amazed at the uptick in floor traffic and consumer interest.
The irony of both manufacturers and retailers who fight Internet sales is that you both are building and selling more products that ultimately bring the outside world into the car through the Web and other technologies. So it makes no sense at all that you would be fighting the idea of participating in what you are actually trying to sell.
Nine more thoughts to go and don’t be afraid to express your opinions and ideas as well in the feedback section or directly to me. Love the thinking or hate it, you cannot finish the game with two unused timeouts.