The ever-increasing ease of ordering inexpensive goods online makes customer service more important than ever for brick and mortar stores and their suppliers, not less. It’s on stores and vendors to figure out what they can offer their customers that the internet cannot, and pursue those avenues aggressively.
Amazon can’t fit a helmet, or a saddle, or a pair of tall boots. Amazon can’t tell you what coat color is hot on the winter circuits but might look a bit funny up North. Amazon can’t call their friend who works at a vendor and ask for a favor so you can have those breeches that are only available in Italy in time for your important clinic. Amazon can’t fly to a trade show and find a new line, or install your halter plate, or show your kid how to put on half chaps, or sponsor local teams and shows.
I’m sure my customers are buying gloves and horse treats and fly spray online, and I don’t get worked up about it. They still come to me when they need new boots, a beautiful gift, a girth suggestion for a fussy horse, to get kitted out for show season - becuase the internet cannot replicate the personal attention and knowledge of someone who spends all day, every day getting horses and riders prepared for our very specialized sport.
I have faith that excellent customer service and deep knowledge of our industry, area and customers can keep brick and mortar stores alive. Price protection from manufacturers is a big help - most of what I carry is precisely the same price on Amazon or at any of my big competitors. But it’s evolve or die right now for all of us and customer service is probably the single most important factor in that.