FROM THE PUBLISHER
TURNING ONLINE CLICKS INTO IN - STORE SALES
Today’s dive gear buyers aren’t making decisions in isolation. According to the latest Quad/Graphics consumer behavior research, 71% of shoppers still visit brick - and - mortar stores , but almost all of them – 89% – have started their jour- ney online. They’re searching for products, comparing pricing, reading reviews, and checking availability long before setting foot in a shop. For dive retailers, this means that aligning digital and in - store marketing is no longer optional ; it’s a compet- itive necessity. Customers across all age groups now expect seamless connections between online and in - store touchpoints. Younger shoppers (18–34) are especially thorough, with roughly half conducting in - depth online research, relying heavily on online reviews and stock availability. Meanwhile, those aged 35–54 balance digital searches with pri-
William Cline, Publisher Patty Cline, Associate Publisher Amber Wagenknecht, Executive Editor Betty Orr, Copy Editor Neal Watson, Sr., Editor-at-Large Britain Cline, Advertising Sales Manager Carlos Lander, Latin America Ad Sales Gavin Young, SE Asia Ad Sales June Cline, Social & Podcast Producer Contributors: Alex Brylske, Ph.D., Avon Park, FL William Cline, Plano, TX Jeff Cinciripino, Rocky Hill, CT Cathryn Castle Garcia, Azores, Portugal John Fine, J.D., Boynton Beach FL Patrick Hammer, Orland Park, IL Shelli Hendricks, Ph.D., Sun City West, AZ Al Hornsby, Singapore Tom Ingram, MBA, CAE, San Diego, CA David Prichard & Lily Mak, Dallas, TX Amos Nachoum, Pacific Grove, CA SCUBA DIVING INDUSTRY™ MAGAZINE JUNE 2025 VOL. 2, NO. 6
orities like checking opening hours and verifying in - store promotions. Even the over - 54 group increasingly use digital platforms first, focusing on pric- ing, special deals, and product information before making the trip to a physical location.
What can dive retailers do? First, optimize online platforms for product searches and availability. Maintain accurate, updated inventory online and highlight promotions clearly. An intuitive website that mirrors the experience of visiting your shop can make or break a sale long before a customer arrives. Once customers walk through the door, environment is critical . According to the research, shoppers stay longer and spend more when stores have a wide range of prod- ucts, a pleasing atmosphere, and opportunities to browse. Interesting displays and staff that can answer questions instantly deepen engagement. Meanwhile, special in - store events or promotions can appeal across age groups, converting online interest into in - store purchases. Ultimately, dive retailers must recognize that shoppers no longer separate “online” and “in - store” – and their marketing tactics must evolve accordingly. By aligning website experience, pricing transparency, and review availability with an inviting, well - stocked shop environment, retailers can build trust, deepen connections, and drive long - term sales in a competitive market.
Dan Orr, Driggs, ID Peter Symes, Denmark Gil Zeimer, San Rafael, CA
Scuba Diving Industry ™ Magazine: (Print: ISSN 2996- 1416, Digital: ISSN 2996-1424) Published monthly by Cline Group LLC, 1740 Airpark Lane, Plano, TX 75093. Printed copies are mailed within the USA to select dive retailers & advertisers. Subscriptions are free to dive pro- fessionals & distributed digitally to 165 countries. POST- MASTER send address changes to Scuba Diving Industry Magazine, 1740 Airpark Ln., Plano, TX 75093. Any part of this publication may be reproduced, as long as the source is quoted “Scuba Diving Industry Magazine.” For ed- itorial requests, email william@williamcline.com or 972-267- 6700. The views and opinions expressed in this magazine are those of the contributors and do not necessarily reflect the offi- cial policy or position of Cline Group LLC or any of its af- filiates. © 2025, all rights reserved by Cline Group LLC.
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William Cline, Publisher
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