Low-cost pure play the way, says FlyingPig critic

Clicks-and-mortar is the problem, not the answer, for FlyingPig, according to one its if competitors.

Clicks-and-mortar is the problem, not the answer, for FlyingPig, according to one its if competitors.

Shane Frith, the managing director of SuperCyberStore, a Web-only e-tail venture says online retailers who have a close assocation with bricks-and-mortar retailers - as FlyingPig does with Whitcoulls - are getting it wrong.

"Associations with bricks and mortar retailers cause e-tailers to be less price competitive for fear of taking sales from their old style operations," says Frith. "Independent e-tailers like SuperCyberStore lack that constraint.

"While others have chosen a high profile, high costs, high overheads approach, we have pursued a steady, low costs, low overheads approach that is working."

Frith says SuperCyberStore employs a staff of three and works from a home office in Ponsonby. He says the business, which launched in October, has been profitable since Christmas. It sells a range of goods, from videos to home appliances, often marked down from standard retail rates.

"E-tailing is here for the long term, even if some high profile companies fail in the process," says Frith. "Just because some companies have ignored fundamental principles such as making a profit, doesn't make all e-tailers failures. I'm willing to bet that we will outlast any of the unprofitable e-tailers."

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