Most online retailers have no store.
That is the whole point. Warehouses in cheap locations, no rent on expensive streets, no sales staff, no customers wandering around touching things.
B&H Photo built an enormous online business and kept one gigantic store in Manhattan, which is close to the most expensive retail real estate in the country.
Not a flagship for show. The actual center of the operation.
That looks like a mistake. It is the opposite, and the reason explains something important about what people are actually buying when they buy expensive equipment.
They are not buying the item. They are buying the confidence that they chose correctly.
And confidence is very hard to deliver through a web page.
Let me show you how this works.