This post will focus on how Landyachtz has been astoundingly successful in it’s major advertising technique, the online market. Competing with both online and offline companies to deliver excellent market offerings and surpass it’s competitors. As stated in Wolfinbarger and Gilly’s “Shopping online for freedom, control and fun” Online shopping focuses highly on goal orientated motivation. where as the traditional “bricks and mortar” stores offer more experiential affairs. Being a Canadian based low-franchised business, Landyachtz reaches much of it’s market segment through online marketing. It is this online format to which I owe my brand loyalty. The Landyachtz online store brings the ease of purchase expected with an online store but, in my opinion, captures that experience which Wolfinbarger and Gilly argued is lost in online marketing. The regular market decision making process for an online shopper is split into two steps: At the first stage, consumers typically screen a large set of available products and identify a subset of the most promising alternatives. Subsequently, they evaluate the latter in more depth, perform relative comparisons across products on important attributes, and make a purchase decision (Häubl and Trifts, 2000). This helps stores like Landyachtz who have an incredible GUI as opposed to its competition. Without being able to hold the boards which i am looking at, the longboard brand uses as many fancy prints and “spec sheets” to tie me over as will fit comfortable on a screen, and it works. The positive effect that e-commerce has had on the Landyachtz brand has ben instrumental to it’s success as one of the top skating brands. The next challenger that Landyachtz must compete with is the offline retailer. Stores like SDS, Kingpin, City Beach and Beach Street sell Australian brands like Globe and Sector 9 along with the popular Penny Skateboards to hordes off skaters around the Illawarra area. Why then, do I believe that Landyachtz surpasses it’s brick and mortar competitors. Luxury brands as stated by Klaus Heine’s “The Concept of luxury Brands”, can be anything or nothing, based from the social class you are in. Thus, looking from a university student’s point of view, the Canadian Maple board ordered in from British columbia appears far more luxurious than the sector 9 bought from down the road. This perk to online shopping in being able to satisfy polar social conventions by being either socially un-reactive or conveying a form of elitism by selling items unobtainable through offline shopping is one of it’s core successions from regular shopping (Wolfinbarger and Gilly, 2001).
Reference list: Heine, K. (2012). The Taxonomy of Luxury. The Concept of Luxury Brands, [online] 2, p.9. Available at: http://upmarkit.com/content/20121107_Heine_The-Concept-of-Luxury-Brands.pdf [Accessed 6 May 2015].
Wolfinbarger, M. and Gilly, M. (2001). Shopping Online for Freedom, Control, and Fun. California Management Review, 43(2), pp.34-55.
Häubl, G. and Trifts, V. (2000). Consumer Decision Making in Online Shopping Environments: The Effects of Interactive Decision Aids. Marketing Science, 19(1), pp.4-21.
Landyachtz.com, (2015). Landyachtz – the most diverse set of longboards in the world. [online] Available at: http://landyachtz.com [Accessed 6 May 2015].