In short:
1. Wide range of freestyle and freeride products
2. Safety/avalanche equipment
3. Staff with knowledge about their products and the tunning of ski's
Extra details:
1. More brands than only the big boys, also some smaller brands with unique designs and great quality. Quality is most important, but it goes for ski's, bindings, helmets, outerwear, goggles etc
2. Shops that sell avy gear know their shit, they use it, they know how important it is and wont sell you shitty products
3. I think it is OK that not every staff member knows all the details of for example waxing. But I hate it when you come in a shop and there is no one that knows anything about waxing, if you know what I mean.. So with a small staff they all should know about tunning, avy gear, ski build and techy info.. But with a bigger shop and a larger shop it is good to have people who deal with one subject..