You can't compare B&M stores to the online world. The B&M's are much more convenient and hands-on. Most people who're looking at starting Vaping are intimidated and overwhelmed when they go into these stores. The problem I have, is these people that work at these places, see the newbies as vulnerable and easy targets to make a buck off of. It's like a women taking her car to get an oil change. They'll try and get you to do a bunch of other stuff. Belts, fluid top ups, air filters, etc.
Convienence trumps everything. If they can make a buck off you, they'll do it. It's a cold world.
That's the excuse B&Ms love to use, but it's not true. That's nothing but a short sighted viewpoint often used by new startups.
2buildawall hit the nail on the head. To stay in business for any significant length of time you're absolutely relying on the repeat customer. The more your customer vapes, they more they're going to learn. The more they learn, the less likely they're going to be to come back to a shop that has overpriced products. If you're relying on the vulnerable newbies to keep you in business then your business is already doomed. If you want to stay in business for the long run, you've got to have competitive prices as well as offer the personal service that the newbie is going to feel comfortable with AND the experienced vapor is going to be happy with. After all, people don't all live isolated from each other. A new vaper will eventually talk to other vapers and get opinions and recommendations that will lead them away from your shop if your competition does it better.
Now, allow me to show you a real world example. This is a B&M shop near me. You walk into the shop and they have GREAT customer service. Whether you're a total newbie, or an experienced vaper that is into rebuilding and DIY, they're very attentive, helpful, and friendly. And their prices are very competitive for a B&M. Just see for yourself....
The Best US E-Liquid Made | DFWvapor.com, The Best US E-Liquid Made!
Here's a few items to give you an idea of their pricing...
Eleaf iStick 30W = $39.99 ... 50W = $59.99
Aspire Atlantis = $34.99
Kanger Aerotank V2 = $26.99
Kangertech Kbox = $34.99
And they aren't some little hole in the wall, dingy little B&M either....
These people have not only survived, they've grown. They started out as a single shop offering great customer service along with great pricing, and through word of mouth they have grown their business into 6 shops in the Dallas area. All their shops are equally nice, and all are staffed by equally friendly people. Like most successful B&M shops they know that the real money is in return customers, and primarily juice sales which is where the real profits are to be made. Their in-house juices flavors are competitive with most any "gourmet" online vendor, and at $14 for a 30ml bottle they are pretty much average priced for an in-house juice. It's their prices, service, and quality that keeps them open. You can walk in there virtually any time of the day and they'll have at least a half dozen customers in the store, and on the weekends they're always packed.
You won't find anyplace with a 100% markup on their mods and attys doing even half as well.