They cut back on the top two methods of getting and keeping Customers in their Stores.
Before we look at that let’s look at a few of the top values that drive customers to Independent Retail Stores.
- Location
- Customer Service
- Merchandise to meet their needs
Notice I did not mention price. Even in this economy price isn’t everything. If Independent Retailers relied on price as a top draw, there would not be Independent Retailers.
Location: This is easy….You probably already have this locked down; anyplace but the malls. Why? What turns off consumers most, is to drive to a Mall, look for parking, walk into the Mall, then get treated like a number, and receive no service for their efforts, only to walk back to the car. They wish they could drive directly to the type of store they want to shop, and be greeted at the door, with a smile, and feel like a million.
Customer Service: Probably one of the most over used phrase in the English Language. Most Large Retailers and chains do not have a clue as to what Customer Service means.
It is the first thing that is cut back on in a “large box retailer”, or chain store….and they don’t do it intentionally. When sales are slow….Payroll gets cut, so there are fewer associates on the sales floor. It is easy to see why service suffers
If you want to test this statement; go to any large retailer and stand by a rack looking for a size or color. See how long it takes for someone to assist you.
After several hours….give up and go to an Independent Retailer. See how fast you are assisted. This is our advantage.
Our only overlooked area on this topic is the depth…which I will touch on in the coming days.
Merchandise to Fit their Needs: Every Independent Retailer has or should have a theme, and a consumer in mind when it comes to merchandising their store.
If you have this, then you have a target audience, and will not waste your time and the consumer’s time by targeting the wrong demographic for your store.
When I pull up to my local Independent Retailer I know that they will have items that I am interested in. I am not worried that when I get inside I will be shocked and dismayed to find that the merchandise is not my taste or even size range.
Why? Because my favorite Independent Retailer has communicated to me what they carry and I already know, in fact, to a worry, that they will have more items I will want, than can afford.
Next…..What are the Mistakes?
