Shop Profile: Attack Attack, Morzine, France

Shop Name: Attack Attack
Location: Morzine, France
Visit: www.attackattackshop.com

Here’s our next online Shop Profile.  This week we have Morzine’s very own Attack Attack with their industry insight.

What percentage of your sales are from online business compared to your in-store sales?

We’ve just finished our 3rd winter at the shop and our online store is currently in development, up and running for the coming winter. We’re well aware that it’s going to take some time to get going, but hopefully with the brands we stock we’ll become a go to for customers who are looking for a full selection from their favourite companies, like Lib-Tech/Gnu, Capita, Slash snowboards, Smokin, Switchback bindings, Nike, Vans, Electric, Holden, Go-Pro etc… brands and products you don’t get to see everywhere.

What are the benefits of having a physical shop over simply having an online store?

For us being in resort makes a big difference. There’s a big scene here in Morzine, so it’s important for us to be a core shop for local riders, while at the same time being there to help new-comers to snowboarding without alienating anyone and making sure everyone enjoys the snow. Just being honest and helpful keeps people coming back. People are drowning in new snowboard tech and having a shop where you can come in and talk to someone face to face has obvious advantages to selling online. Plus we have a large selection of demo boards so people can try and compare all these new board shapes and cambers and buy with confidence.

What makes your store different and in what ways does your store excel beyond your competition?

Again, being in resort is a big advantage for a snowboard shop. Having demo boards is a great way for people to actually form their own opinion on what they want in a board without taking a chance and buying blindly. Why just listen to some guy in a shop waffling on about this and that when you can take a different board out everyday and see what works for you, then make your purchase knowing exactly what you’re getting.

Also, just being honest, not going for snakey sales pitches and pushing stuff people don’t want onto them because we don’t have what they’re after. We’d rather not sell you anything than sell you something that isn’t right for you or that you don’t need.

What kind of advice can you give other independent retailers who are trying to compete against the big box megastores?

Don’t panic! If you’re doing your job right and making sure your customers are happy then word will spread. Believe in the product you sell because you know it works, don’t just say it does to get a sale. Also having a good brand image for the shop does wonders. It’s very satisfying and reassuring seeing demand for your shops t-shirts and stickers.

Working with the right brands is also essential. A lot of the brands we work with want to be in our shop over a big chain store, and in return we get exclusivity on products we really like and want to see do well and we can actually help build the brand. We’re the biggest retailer for Lib-Tech in France, 3rd in Europe, it’s only the end of our 3rd winter season! We believe in the product and in return the brand believes in us. You’ve got to have a supportive relationship with the people you work with.

Which up and coming brand do you hope to stock in the future?

We are very happy to already have a bunch of niche brands in the store, we are the only shop in France to sell Smokin snowboards and as of next winter we will be stocking Switchback bindings, which we’re really excited about, as well as Lobster, Slash Snowboards and Airblaster to name a few. We are always finding new brands… it’s great when you find something new and see it’s potential, and then see it sell out, stoked!

What are you doing to pull people into your store?

Just going on reputation, word of mouth, happy customers and generally just trying to have what people want. A lot of people seem to like our t-shirts and stickers so I guess we’re doing the right things, we’re just going to keep on with that.

How confident are you for the coming summer?

Not very at the moment! Closing weekend has just been and we’ve had 80cm of snow over the last 2 days and it doesn’t look to be slowing down over the coming weeks!!

I’m sure when the snow does leave our fine selection of summer street wear will keep peeps looking good!