"Customers walk in already knowing what they want because they spent an hour on your site the night before. If that experience is clunky, they spent that hour somewhere else."

That's exactly what happens. I've driven past a closer shop to buy from one that had real-time inventory online — saved me two wasted trips and a conversation that ends with "we can order that."

"The transfer requirement keeps the physical store in the loop regardless."

This is the part that gets lost when people panic about "online gun sales." The 4473 still happens at a counter, with a human being, in person. The website just handles the part that used to be a phone call or a gamble.

Anyone here changed where they buy based on a retailer's website quality — or lack of it?

Read the full article in The Handbook → | By Steve Duskett