Embracing the Internet:
PADI’s Position on eCommerce
Rancho Santa Margarita, CA – 12 October 2006 - PADI Worldwide is initiating a proactive role in supporting and advocating the internet for selling training, providing information and generating sales for PADI Dive Centers and Resorts. To stabilize and increase dive business, and compete effectively with other recreations, PADI Worldwide encourages PADI Members to embrace the internet by developing effective websites, selling dive gear over the web, using email marketing, and using the internet as an extension of their existing business model.
Based on current trends, US online retail sales are forecast to grow to $105 billion in 2006, up 21 percent over 2005. With more than one billion people worldwide surfing the internet for information, the opportunity to bring new customers into scuba diving has never been greater, and it continues to grow.
Ecommerce - doing business online - has made the internet one of the most powerful sales and marketing forces in existence. The proliferation of internet-based businesses is growing and eating into the revenue of “brick and mortar” retail stores that have difficulty competing because they lack an online presence. On the other hand, businesses that have both an internet presence and a conventional store reach the broadest customer range.
Some PADI Dive Center and Resort Members may not be prepared to adapt and integrate ecommerce to function as an extension of their retail facility. PADI will assist members through seminars, programs and other services that will help them build and grow their ecommerce business.
As part of the PADI’s commitment to assist the membership in evolving into a “click and mortar” business model, PADI is making several recommendations, referred to as internet imperatives, which include but are not limited to the following:
- Avoid Obsolescence: Business models must capitalize on internet technology by positioning PADI Dive Centers and Resorts as the dive training facilities and fulfillment centers for internet based businesses. Retailers who have already adopted this position are experiencing substantial growth in sales and new customers.
PADI’s Position on eCommerce – page 2
- Embrace the Net: The modern retailer is not likely to survive trying to pretend the internet isn’t there. Adapt and change the existing ‘brick and mortar” business model to capitalize on the internet technology by positioning the retail outlet as the dive training facility and fulfillment center for an internet based business. Assistance in developing a website with online shopping cart and transaction capabilities is readily available.
- Develop a “Click and Mortar” Business Model: Maintain a competitive edge by intertwining online offerings with the touch and feel of a store, keeping technology personal. This gives a retailer a significant advantage amid the perception that ecommerce is cold, impersonal and lacks service. The retail facility must position itself as a hub that anchors the online business, providing real life experience complete with friendly, informative, knowledgeable staff committed to delivering quality customer service face-to-face, by phone and over the internet.
PADI plans to further outline its’ commitment to the online process and the plan to get more divers through dive retailer’s doors by helping extend their business reach at the upcoming DEMA Show 2006. PADI Members are invited to attend a special seminar entitled The Future of Diving which will be presented by PADI Worldwide President and Chief Operating Officer, Drew Richardson, on Friday, 10 November 2006 at 8:30 A.M. and again at 1:30 P.M. in meeting room S1 at the Orange County Convention Center. New programs in development will assist retailers in entering the world of internet sales of equipment, experience and education and help those who are already there to stay on the cutting edge of this evolving medium.
Harnessing the power of the internet, by joining the digital age of retail sales, will help traditional dive businesses prosper. PADI will offer its support to all dive retailers and resorts committed to business success by integrating this powerful tool into their business model.
PADI, the Professional Association of Diving Instructors, is the world's largest recreational diving organization, with more than 5300 dive centers and resorts and 130,000 dive professionals worldwide. For 40 years, PADI has set the standard for quality, fun and excellence in diver education. More divers participate in PADI programs than any other; making a PADI certification the most recognized and respected in the world.