Bias Boating now steering to on-line dominance with new owners at the helm

Mr Peter Ruhle steering Bias Boating to on-line super success © John Daffy

With new owners at the helm, on-line chandlery Bias Boating has been restructured, revitalised and is now back in operations as a marine products superstore.

And it is doing so with the addition of 'real people' available at the end of a telephone line to assist with any queries about the products and how to use them properly.

It has taken several years for the new owners to acquire the brand, reshape its direction, reorganise its products lines, stocks, warehousing and distribution systems and relaunch Bias Boating as a superforce in the on-line marine retailing space.

According to Director Mr Peter Ruhle, Bias Boating's on-line range now covers power, sail and kayaking forms of boating as well as thousands of products which have application in caravanning, camping and hiking.

"We have broken them into 26 major categories to make finding the right item a very simple process," he said.

"It also allows for easy, casual browsing through item categories."

"Our key points of difference are our product expertise and advice which can be accessed on-line; fast delivery turnaround on products purchased; competitive pricing across the full range and marketing 'super saver' specials," Mr Ruhle said.

"We also have created an integrated order tracking system which allows customers to see the progress of their purchase including when it was ordered, picked, shipped and delivered."

"Bias Boating also is able to provide assistance to those customers who purchased items some time ago through the previous Bias owners and who now might need assistance with issues ranging from product updates or replacements, to software upgrades and new interfaces with electronic products."

"We also have introduced an 1800 number to provide technical support - that way Bias Boating's customers will be able to talk to a real person rather than having to work through frustrating, automated, self-help computerised systems."

"The staff are be available to advise pre-purchase, during the purchase and post-purchase," Mr Ruhle said.

Getting biasboating.com.au operational in an improved form is the first step of the transition.

"We also will be creating a Bias Club with benefits, offers and club experiences for members," Mr Ruhle said.

"We still are defining the parameters of that and also will be guided to a large extent by the wishes of our core customers."

"We believe the key to success is understanding that when it comes to the purchase of marine products on-line, it requires a totally integrated experience, not just a 'grab and post' system."

"Therefore, we have sought to provide a local, human interface as well to remove the frustrations experienced when dealing with faceless organisations, call centres, outsourced distribution systems and people who might never have even set foot on a boat in their entire working lives."

Access to the on-line Bias Boating store is www.biasboating.com.au

The toll free number for advice is 1800 790 242.