Wallpaper Pirate Business
I came across a new website this week called The Wallpaper Pirate, and I found the article on the homepage quite interesting.
Having worked for an 800-number wallpaper company back in the late 80’s (taking phoned-in orders and handling customer service calls), I was introduced to the term of “pirating wallpaper”.
The wallpaper pirate was considered to be an 800-number business who stole business from the retail establishment. While the retail store would house the books and carry inventory on their shelves for customers to look at, the 800-number business (advertised in the back of home decorating magazines) would offer the same product for sale at a considerably less price.
While being a wallpaper pirate had a negative connotation even at that time, our philosophy where I worked was…if you can’t beat ‘em, join em. So, the company I worked for not only had a retail establishment (actually about a dozen of them across New Jersey), they also had an 800-number business operating out of their “back room”.
The prices charged in the store were higher to cover the overhead costs of running the store (ie, rent, storage space, utilities, payroll, etc.), while the prices charged through the 800-number were much lower due to the overhead costs being lower (just payroll, telephone & advertising expenses).
That’s how some stores managed to survive. Well, this was back in the 80’s…now we’re in a new millennium…enter the Internet.
The ONLINE Wallpaper Pirate
When the Internet became more popular, these 800-numbers got wise and decided to market their product online in addition to running an 800-number business and a retail store. American Blinds, Wallpaper & More was one of these companies.
Of course it became evident that if you were a local retail establishment trying to make it in the wallpaper industry and you didn’t have either an 800-number business OR an internet business, there was no way you were going to survive. Hence, many more retail stores folded.
So how can one compete in this highly competitive industry? It seems to me, if there was a way to sell on the internet and NOT have an 800-number and/or a store, you stand a good chance of making it. After all, it doesn’t really cost that much to open an internet business.
Many entrepreneurs have had the same thought, and that’s why there are so many wallpaper sites on the world wide web yet hardly any local retail establishments.
But who can compete with the big dogs…those who have it all? Many vendors (especially high-end wallpaper designers) do not allow their products to be sold on the internet unless there is a retail establishment in place. So, either you had to at least have a store or you would have to limit the number of products you would offer.
The key to survival from what I can see is minimize overhead costs. That’s what made the 800-number business so successful. So how do you cut costs even more?
This webpage suggests “customer self service”. Eliminate the 800-number and fully automate the customer service process via the internet. A customer places an order online. When the need arises to check on the order, they can do so via email. Often times “Frequently Asked Questions” are posted somewhere on the site enabling customers to get immediate answers to most (if not all) of their questions.
As it was in the 80’s, some felt more comfortable making their purchases face to face rather than ordering over a phone line. So it is today where many prefer talking to a real person rather than ordering over the Internet.
As the idea of this “customer self service” spreads, I predict more and more people will be willing to forego the personal contact in order to get the best price. Let’s face it, some people are just more interested in getting the best price. That’s what I think these online “wallpaper pirates” are counting on.
Resource: TheWallpaperPirate.com
Technorati Tags: wallpaper companies, pirate business, 800 number, American Blinds, Wallpaper & More
L. Airy said,
May 21, 2008 at 12:05 am
I ordered wallpaper through Wallpaper Pirate online. The paper I ordered was no longer available. My card was charged and I have not received a refund. It has been six weeks since the original order.
I was able to speak with a person from the “company” and he told me that the charge would show up over the weekend.?. .
As I suspected nothing did. I will continue to call and maybe I will get my money back.
But a word to the unsuspecting, Beware!
There are those who are not trust-worthy and this web-site seems to be one.
B Evans said,
May 27, 2008 at 4:45 pm
I’m in the same situation!
I’ve sent two emails, both with no reply! I was finally able to track down a phone number 434-286-6984 but all I could get was an answering machine. I finally had enough and contacted my credit card company and they are taking matters into their own hands! I suggest anyone looking to use a mail order wallpaper site avoid this one like the plague!!!!!!!!
B Evans said,
June 5, 2008 at 9:26 pm
Finally after two emails, several no answered phone call messages and my credit card company contacting this business, they finally processed my refund! (42 days)
Avoid this company!