Question: Why is the e - commerce market share substantially lower in the music products industry? There are a fown ready explanations. Planos, by virtue of
Why is the ecommerce market share substantially lower in the music products industry? There are a fown ready explanations. Planos, by virtue of their size and weight, are still almost exclusively a brick andmortar product category. Retailers may promote and prospect online, but piano sales are still consummated at a focal storefront. Similarily, entrylevel schoof music instruments are primarily sold by focal retailers who service music dinectors. Sales of pro audio gear where any instalfation expertise is required ate also largely a brickandmortar affair. Exclude these categories and the online market share of the remaining product groups is closer to that of the consumer electronics market.
Convenience and the absence of sales tax are two of the reasons why online commerce has flourished. The industry's expanded product offering is another. As one online retailer put it "Customers can see everything that's available online, and when they decide they want a red guitar with specific pickup and hardware configuration, they won't settle for anything else. If they can't find it in a store, they'll go online for it That's what has driven our sales."
From "Why Online Sales Growth Continues." C by Music Trades Corporation.
Question
It can most reasonably be inferred from the passage that the music products industry would have a higher share of the ecommerce market if
entrylevel school music instruments were sold to schools' music directors rather than directly to students
the consumer market were to place less value on convenience and variety and more on competitive pricing
a few types of music products sold predominantly in brickandmortar stores were excluded from the calculation
brickandmortar store managers improved customer service and provided better training for their installation experts
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