Online framers reach for convenience: several online art sellers are also offering "virtual framing." Should mom-and-pop frame shops be worried about losing customers to the Web of convenience?

Art Business News, April, 2002 by Rita Kasperek

At Aaron Brothers, the question of convenience was addressed long ago, according to David Finch, vice president of marketing at the nationwide art and frame retailer. "Convenience is important to some people," he said. "That's why we have an instant framing service. It's a benefit that we've offered for some time now."

Competitive pricing might be an advantage online framers have over the retail sector, given the fact that Web sites don't seem to have as much overhead. In three out of three instances, the art/framing Web sites discussed in this article offered lower estimates than three retail frame shops selected at random.

"We believe we have the edge in affordability" said Weisenburger. Barewalls.com, in fact, offered the lowest pricing of the three Web sites on a framed 37- by 24-inch print (see chart at left).

But, as Finch pointed out, for many framing customers, "pricing isn't as important as `will it look good on my wall?'"

Global Reach Versus Hands-On Attention

Where online framing edges out brick-and-mortar stores is also the point where it's limited: customer reach.

"The major advantage of online framing services over retail probably is the fact that our sites reach a much broader audience," said Benally of AllPosters.com.

On the other hand, he admitted that retailers have the advantage of individual contact. "Online customers can't bring in their own things to be framed. We lose a lot of business that way."

Retail framers can bring personal rapport and customization to their clients in a way that online frame sites can't. As one unnamed source at an art/framing Web site said, "Some of the stuff people choose themselves looks pretty hideous."

Do online framing sites experience more returns than retail shops? As with pricing, customer satisfaction is difficult to pinpoint. One would expect, however that returns on items damaged in shipping or items that don't meet aesthetic expectations could affect online framing revenues.

According to Benally, AllPosters.com has a return rate of five percent (and customers must pay for all shipping costs). Barewalls.com's return rate is slightly lower, at two to three percent, according to Weisenburger. Both companies offer money back to anyone who isn't satisfied with their order or for items damaged during shipping.

Although Art.com didn't specify its return rate, its shipping is so expert that the company has a patent pending on its packaging techniques, according Hilaman. "They actually ran a truck over a framed print and the package held up," said Hilaman. Art.com also offers a money-back guarantee within 30 days of ordering. To further ensure customer satisfaction, Art.com staffs a 24-hour call center for customers who want to discuss their orders or who need technical assistance.

So far, online framing has not appeared to hurt retail frame shop owners by taking away business. Customers still need and want a hands-on approach to custom framing. And the fact is, framed art represents a small percentage of the art and framing Web site business--weighing in at about one-third of Barewalls.com's and only 10 percent of AllPosters.com's total revenue.