My 2 cents.
I purchased my new skis on the internet for $300 under the lowest price dealer around. I brought them into a shop with my boots to have the bindings set and tested for me. I also had my boots fitted. Which are now way more comfortable then before. They are also tuning my skis from last year, which I am up in the air on selling or keeping for the days with exposed conditions such as rocks, dirt, etc... I purchased a helmet, and new goggles from him, which I probably could have got for less on the net.
When it comes to my skis, I will most likely always buy from the internet. I don't feel bad about doing this because the local shop I go to doesn't carry Volkls, and that is the brand ski I choose to use. When it comes to boots, I will not buy from the internet because I have a shop with a great selection, and does bootfitting. Jackets are another online item, shops mark them up way to much, and you can learn enough about something from the reviews. Ski pants are another online purchase(im short, so all pants are going to the tailor). If I get great service, and have salesman that keeps my attention, I start thinking about the other things I need/want. And who knows, they might have a sale.
Even though I didn't buy their skis, or their boots. Just by providing good customer service, even though they knew I am an internet shopper, the total for my bill after bootfitting, tuning skis, adjusting/testing bindings on new skis, helmet, and goggles, and the free red bull.... it came out to over $400. The money I saved on the skis went into their shop.
I feel shops need to evolve with the internet. It's not going away. More and more people are going to take advantage of it, and at times your shop. When they get to your shop, it's up to you to plant the seed that gets them to buy whatever else you can possibly offer the customer that they might need. If your sure someone is going to buy off the net, let them know of your services to mount bindings, test them, detune edges if necessary...etc. It's kind of like women shopping for clothing. While a retailer would love to sell them a complete outfit. A lot of women are going to buy their shirt from store X, jeans from store y, and shoes from store z. Do your part to be X, Y, or Z. If you just walk away, give them poor service, etc... You get nothing, and possibly a customer that's going to tell 10 friends how bad your store was. If you offer good service, even if the customer does not buy from you, they might tell one or two people how good you were. I'd rather have 2 potential customers then 10 that will not walk through my doors.
Sorry, if that was more then 2 cents.