So what makes an independent special?
Posted on 8 Apr 2008
This article was written by Terry Bowles - Chairman of Design Objectives - and was originally published in Issue 5 (April 08) of Creativity Business, a newsletter for craft retailers.
So what makes an independent special?
Independent retailers have always had to work harder than national retailers to create and establish an identity for their business that offers a sustainable and profitable future. Because of the difference in scale and therefore appeal, there are no short cuts or quick fixes, for it's the extra effort and the key points of difference that make the independent special.
So what in the context of the craft industry is it that makes an independent special?
Well, here's a started for ten:
- Attentive, friendly and knowledgeable service - always part of the memorable experience shoppers have when visiting their local specialist.
- A product offering that stimulates the enthusiast crafter to buy, for it is the enthusiast that is most knowledgeable and most demanding, and if you satisfy their need, the benefit of referrals to other high spending crafters will follow.
- In a book called "The Purple Cow" it refers to the enthusiast as the single most important influence over any business because the positive viral marketing affect, or word of mouth, of winning the hearts and minds of these influential consumers is worth its weight in gold!
- An eagerness to please all levels of crafter as beginners today become our enthusiasts tomorrow - and we all know that enthusiasts are the biggest spenders.
- Attention to detail that quite often gets lost with national retailers, eg, recommendations on how to get the best from a product or associated products to enhance the end users experience or crafting pleasure.
- Regular in store events tailored for all levels of crafter and age groups including kids crafts. Too often we focus on the big money opportunities and neglect the long term benefit of appealing to a younger audience to grow the market. This can be in the form of workshops / tutorials to inspire crafters to use the products you want to sell.
- In-store promotions which make it easier for crafters to make an informed buying decision, particularly on big ticket items, eg, "try before you buy"
- Participation in local community events that resonate with the target consumer to build recognition for the business and relationships with existing and prospective customers.
- Involvement with a local charity that again elevates your business in the community, attracting positive PR and also makes you feel good about the ethics of your business.
- Any angle that promotes convenience, eg, home delivery, online etc. In a recent market research study commissioned by Design Objectives the "convenience angle" stood out as growing in importance with customers.
- Inspirational displays in windows and in-store to promote what's new (always a reason for spending) and to inspire customers to try new products / techniques. Never let your business get stale.
Every business is different and carriers its own local challenges, but the fundamentals of a great specialist independent hardly ever vary.
What makes you special? Tell us below.
View issue 5 of Creativity Business here
