We used to sell a good bit online, but had a LOT of returns due to the customer not knowing what he really needed.
Even with pictures and a good description, there are a LOT of applications (different engines, wheel colors offsets, options, etc.) that get confusing.
At one point we were going to do the full catalog as an online shopping cart. Aside from the obvious amount of time that would take to create, the constant updates (price changes, quantities in stock, item descriptions changing, etc.) it was a logistical nightmare unless we hired a full time IT & social media person. It's still something that I would consider, but when you look at the bottom line in our industry; the profit margins are miserably low and don't justify a business the size of ours going that route. A few other karting businesses have tried in the past and failed.
While it looks appealing to have an online shopping cart and 24/7access, the extra manpower required to keep up with shipping and receiving, processing orders placed after hours,, the extra money involved from a bank to order in good stock, etc, is just a huge hurdle for most to even attempt. It would be difficult, at best, to justify add'l employees and a ton more overhead for little to no more net income generated.
The current trend is just the opposite - an online presence that does not stock anything, rather and have orders drop shipped from a larger distributor.
That model creates it's own frustrations (especially for the customer.)
We have always preferred to have a more personal, hands-on, approach to taking orders and stocking items that we can confidently represent. Anything labor intensive (engine and clutch builds/rebuild, tire blueprinting, etc.) are not real conducive to online shopping carts. We prefer to talk to the customer and try our best to make sure they are getting exactly what they want (and can use) for their application and at their track. For instance, it won't do a customer any good to sell him a set of sticker Maxxis on Van-K black wheels if he must run Burris at his local track. Then you get into all the various cuts, preps, wheel options, etc.
Unless we can have some dialogue with the customer, it can get real difficult to be sure he's getting what he needs.
It's certainly not easy to be in business, especially karting.
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Thanks and God bless,
Brian Carlson
Carlson Racing Engines
Vector Cut
z
www.CarlsonMotorsports.com
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30 years of service to the karting industry
Linden, IN
765-339-4407
bcarlson@CarlsonMotorsports.com