Today's blog comes from an anonymous shop owner on the East Coast. Pretty basic stuff here. I understand the need to get your message out but raising costs by X% adds up over volume. Especially if your margins aren't increasing and the a company like Burton starts selling 100% direct. Thanks for the contribution and hope to see more coming in soon.
Since their catalogue every year has been called the "Bible", they took it to the next level this season, by actually making it look like a bible, and calling it "The Good Book". Is this Burton's way of maintaining that they are godlike in all they do? Is this there way of saying Omnipotence is theirs and theirs alone? Or is it just because everyone called it a bible before, so why not go with the theme? Any way you cut it, it has me talking about the Behemoth that is Burton. I can only imagine how much this book costs to layout,print, and ship. The price tag on this must be staggering. But when your on top, you must always set the bar high I guess. But couldn't we save money somewhere? Maybe not. Ride tried a couple of years ago to not have catalogues. They said they were "going green", and nobody read them anymore. That everyone went to the internet anyway. That didn't work out too well, and the next year they were back. I guess what I am getting at is who pays for this? I saw Burton prices jump $10on everything across the board. Last season's custom binding was $149, this year it's $159 etc..
As an business owner, I am always looking for ways to save money, while maintaining the integrity of the store. I think companies might need to do this as well. Do you think Burton would sell any less if their catalogue cost less to produce? Maybe it would. Maybe there are surveys and trends and analysis reports that say they will. Who am I to Judge someone that puts out a bible? I may be reading too much into this. There are more important things I could be doing.
Like figuring out how I am going to sell Burton products in store now that they are completely online. Not a sermon--Just a thought.