I was reading a study showing that overall 72% of online shoppers’ claim that they would rather surf online than go to retail store to get information about a product. In addition to ease of finding products online and shopping time reduction, consumers can shop without time limitation with 24-hr access at their convenience because the Web never closes. Consumers can also exchange information online through chatting and discussion blogs and forums to help them make wise consumer decisions. But it is important that Web sites have good product descriptions because it is one of the significant conditions that satisfy consumers. And it is easy to imagine that motorcycle products belong to the category of goods where shopper confusion may be extremely high.
Many motorcycle and parts manufacturers/distributors/dealers of our industry have made big efforts (and spent a lot of money with their web designer…) improving their online stores with good pictures, descriptions, how-to installation, and a secure server to protect buyers privacy. A good example is the efforts made this year by Custom Chrome to both attract new buyers and support its dealers network since the company doesn’t sell direct retail. Consumers are offered 4 options to browse their catalog: online where there is infinite shelf space, by ordering the printed book or a CD, or by downloading a PDF of the entire catalog for viewing off-line. In addition, it is possible via their eStore to choose by zip code or name the dealer where you want the part ordered to be delivered. Quite smart. Anyway, I would recommend that you call first (or visit) your preferred dealer if you have any doubt about the compatibility or fitment on your bike of what you want to order.