Questions With Anthony Bucci
nthony Bucci says he was always a tech guy with a side hustle. “I have always been a brand and retail geek,” explains the RevZilla founder, serial entrepreneur and king of the online product videos. “There is just something inherently fascinating about the emotions and decisionmaking of consumers interacting with brands. It’s probably because I’m a sucker for a great story.” We are suckers for a great story, too. We had the opportunity to ask Anthony what he sees happening in the powersports world and just like one of his legendary YouTube videos, he was on point and chock full of insights. How has e-commerce affected the industry… and the riding customer?
Since the mid-1990s, eCommerce has affected customer expectations worldwide. Speed, price and selection have become table stakes in an arms race which, in some industries, has led everyone to the bottom. The customer expects more for less, generally — the benchmark is Amazon, which, unlike nearly every other business, is playing a zerosum game. They have zero cost of capital and no current need for the healthy economics other companies live by. Good luck differentiating, beating or even competing
with the ‘Zon in any category that is a utilitarian or less considered purchase. Unfortunately other than verticalized brands and specialty categories, the eCommerce game is rapidly approaching maturity, now 20+ years post dotcom inception. All that considered, the US powersports industry is roughly 90% passion and 10% transportation. It’s primarily driven by a love for a sport that also happens to stand on the shoulders of highly considered and often expensive purchases. Bikes, parts, gear and accessories are not cheap and are often emotional purchases, as well. Powersports is specialty or “enthusiast” retail at its finest, which is one of the last defensible bastions against big discount players, including Amazon. The industry’s moat, online and offline, is that the knowledge of how, what and when to buy things matters a lot in terms of happy and safe riding. Riders can always use a helping hand, online and off, if it eases the pain of not knowing what they really need. Alleviating that customer pain is the service that all retail, including eCom, can provide that creates value for the customer, earns their dollars, pulls the sale from Amazon and keeps customers loyal over time.