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It depends on what you're buying. Which is why the price matters so much...when you pay less for an item you're less concenred with the company reputation or customer service because the risk vs. value ration is lower. When someone is buying something like a turbo, high end wheels, axles, complete exhaust, etc. they're paying more and the risk increases. The point is to have low prices on everyday items, shift knobs, bare LEDs, lugnuts and mid-way prices on higher value items and promises of returns or tech support for those items, i.e. installer locator widget on your website. You can also win people over when something small is included as a gift with a larger item...you just dropped $3k with our shop here's some free dress-up washers.
You can probably find a case study on Crutchfield.com if you look around online, they follow this model.
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