My roommate went out the other day and came back with an expensive pair of snowboard boots. When I asked the price, it took me back a bit so I inquired if he had shopped around at all, he said, “No I just went to Offaxis, why would I shop around?”
He could have purchased snowboard boots online for a quarter of the price. He still could have shopped around Regina and found a better deal. He could have saved up to $200 somewhere else on a different pair but didn’t. I believe I would call this a loyal customer.
At first it surprised me, but when you think of Offaxis and their business model it makes perfect sense. Build a store that sells merchandise for snow, wake and skateboarding then host events that celebrate those sports in an extreme fashion (Summer Invasion, JibFest).
It’s not a regular business model and that’s why it works. They don’t tell us to like them, they give us a reason to like them and be a part of the sports we already love. They started a “tribe” of their own. Offaxis puts the time and effort into events that showcase their business, in return they get the trust of anyone who’s directly involved with them and that creates a loyal customer.
Sometimes the best marketing plan is a great business strategy.