Good shopping experiences come in small packages
In a recent article, published on Inc.com, a small toy store owner lamented the fact that she could not compete with the big box retailers when it came to price. When shoppers would leave her store, claiming that the same items could be bought elsewhere at significantly lower prices, her defeatist mentality would get the best of her. It seemed like she wasn’t willing to fight for shoppers’ business. She just let them furrow their brows at her prices and go.
Unfortunately, she had forgotten that she, as a small business owner, has something to offer that big box stores can’t: the ability to create memorable shopping experiences. It’s these kind of moments that create return customers, and it’s these types of moments that the big boys of retail wish they had. These memorable experiences, however, don’t just materialize out of thin air. A small-sized retailer has to put a little effort into it.
Lucky for the little guy, one of the editors at Inc.com put together a user’s manual, so to speak, that allows positive shopping experiences to seemingly appear out of nowhere. By borrowing the proven tactics of Wonder Works of Charleston, South Carolina, a small chain of four toy stores, small business owners can prove to shoppers that experience really does matter.
So without further ado, here are the Inc.com editor’s five recommendations for how to compete with the Amazons and the Wal-Marts of the world:
1. Provide Incentive
“When you walk into a Wonder Works store, there is typically someone there with a bright smile to greet you and shove a toy in your hands,” the Inc.com editor explains. “The stores are small, but there is always room to sample products and interact with others. It's a playground, and kids (and, admittedly, I) love it. As well, Wonder Works regularly holds events, such as outdoor festivals, sidewalk sales, and fundraisers to encourage people to visit.”
2. Offer Value
“Wonder Works doesn't hide the fact that prices are probably higher,” he continues. “Instead, they create value by providing an experience when you visit. As well, regular patrons are rewarded with frequent specials through e-newsletters and social media. Unlike most small retailers, they put experience ahead of keystone.”
3. Differentiate Products
Often times, small, specialty stores are the first to take a risk on a new product. A Target or a Sears will, of course, wait until a product has proved its mettle on the market. But, as we all know, providing something that no one else has even seen yet is sure to make an impression.
4. Get Online
When it comes to creating a website, no one said that small purveyors can’t have an interactive yet easy-to-navigate website. They just have to make it a priority. “It should be no secret that online shopping will continue to become a preferred method of shopping, so offering your clients this convenience will be a key to success,” the Inc.com editor says.
5. Go Social
“Wonder Works excels at attracting and, more important, retaining fans, especially on a local level,” he says. “A playful newsletter, constant updates to their website, and social media channels, and an owner that is ubiquitous in Charleston and throughout the toy industry, assures that customers and fans are engaged constantly. No matter how small your retail company, you need to be engaging your customers through social media.”
So don’t be intimidated by the larger retailers who can buy in bulk and offer lower prices. Remember that you have something that they can never have, and that’s personality. So make that personality shine in all you do. It will produce positive experiences whether your customers are in your physical store or perusing your online properties.
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