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How the Independent Retailer Can Succeed in the Big Box World

Being an independent retailer in today's business environment is not without its challenges. However, on the plus side, you have the opportunity to be extremely successful amidst the growing competition from the "Big Players" by differentiating yourself as a business with the ability to offer something that is lacking in the marketplace. That "something" can be attention to detail, outstanding customer service, unique assortments, and special events that will give you the edge over your larger competition.

If you walk through your local mall or shopping district, it is easy to identify the local operations from the national ones. Most independent stores tend to be physically smaller than their chain counterparts. This can be a distinct advantage, because the independent retailer doesn't have to conform to a prescribed layout and décor. By having a one-of-a-kind look to your store, you can personalize your business in the eyes of the customer.

Once inside your store, the customer can find significant differences, as well. While there may be some crossover in merchandise offerings, no two store buyers will interpret a vendor's line in the same way. Just the way you display your stock will also give you an opportunity to be different. Rather than use conventional fixtures, you can mix it up and use more unique pieces to showcase your wares—chain stores usually have uniform display fixturing.

Every store, whether independent or chain, claims to provide exemplary customer service. Of course, what one might store might consider outstanding, another might feel is mediocre. For the independent retailer, this should be THE biggest opportunity to beat the competition. Providing a play area for children, restrooms for customers, or offering beverages and/or healthy snacks will also give your store an edge. Highly trained and motivated staff is key to great customer service. Listening and working to identify the needs of the customer will go a long way to developing relationships with shoppers. Thoughtfully suggesting merchandise, rather the hard sell approach, helps to further this trust between the sales associate and your customer. Personally written thank you notes after the sale will further ingratiate your store with the customer.

In this information age that we live in, having a website is essential for doing business. This is one place where the chain stores will always have a presence. Whether you use it solely as an information piece or if you choose to set up an e-commerce site, communicating with your customer is what is important here. E-mail newsletters are a cost effective way of announcing a new shipment, a special store event, or offering a discount coupon.

The independent retailer should always be on the lookout for outstanding potential employees, so that when an opening occurs, there is a roster of people to call upon. Often, some of the store's best customers become its best employees. A store's personality and culture start from the top—an upbeat owner will model that positive feeling among store employees. Conversely, a negative attitude will quickly find its way down the ranks. As a store owner, taking a sincere interest your employees will pay big dividends. Think of ways that you can make their jobs fun: remembering birthdays and offering occasional treats are just a couple ideas to make your store a great place to work. Your customers will sense the difference.

An independent specialty store has other opportunities to stand out in the marketplace. How about having a photo album for your customers to view all the merchandise that is on order? If they see something they are interested in, put their contact information on an index card, and be sure and call them when the item arrives in the store. This way, your customer will know that she has "first crack" at that particular item. Also, special orders should be available for sizes or colors you might not regularly stock, but are available from your vendors. By offering these special details, your customer will know that the independent retailer is willing to put forth that extra effort in exchange for her business.

The owner of an independent store should take advantage of networking and partnering opportunities in the community. Making your merchandise available for local media photoshoots, offering to put on charity fashion shows, sponsoring relevant speakers/panels in your store are but just a few ideas to set yourself apart from the chains. Membership in local chambers of commerce, merchant associations, professional groups will also give you and your store exposure.

Take the time to make your store stand out from the big operators. By putting your personal mark on your operation, you will attract customers who are looking for a unique and exciting shopping experience, and you'll see the positive effect on your bottom line.

Nancy Proman's retail career spans over thirty years of department and specialty store soft lines experience. She brings a wealth of practical knowledge to independent retailers, including buying, merchandising, and advertising. Nancy is a partner in Dynamic Experiences Group, a retail consulting business. She can be reached directly at (612) 281-9415 or by e-mail, nancy@dynamicexperiencesgroup.com.