ARE YOU SPECIAL ENOUGH?
By Moe Lastfogel
Director of Sales and Marketing for The Retail Observer
Let’s face facts: consumers want something special. Sure, they’ll come to you for a replacement dishwasher or washing machine when it breaks, but when they are shopping for an upgrade, they want it to be special. Whether it’s a range, refrigerator, or hood, they want the best their money can buy. This you already know, and with the right product mix and services, you can make all your clients feel special when they come to your store.
But what else will make you special to them? What you are selling today that will be there tomorrow for you to sell? Appliances, furniture, and electronics are three of the consumables that are sold online, yet consumers still want to see and touch before they purchase. Brick and mortar retailers in the independent channel are the most viable option for consumers to get the best buying experience. That’s you!
Tomorrow brings a different shopper — a more tech savvy, more educated consumer who definitely wants that special product that they have researched on the world wide web. Your competition (Big Box stores) are now giving away delivery and install to try to get an advantage, since they can’t compete with the kind of service an independent can give. You have to give them better. Better service, better options, and knowledge equal to (or better) than their own.
This month is Buy Fair month, and as an independent retailer you need to be at your group’s event. If you don’t belong to a group, it’s time to join. The programs, education, and knowledge you can gain from one are priceless. New opportunities in products, services, and partnerships will assist in giving you that special edge not seen at the competition. You owe it to yourself, your company and most of all your clients. I hope I see you there.
Be Special and Happy Retailing,
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