STORIES UNTOLD

By Eliana Barriga
Publisher and Managing Editor for The Retail Observer

---

Eliana Barriga

Disney recently released the movie, Maleficent, a rendition of the fabled story of Sleeping Beauty. (Spoiler Alert) We learn that the witch is not a witch at all but a wounded, broken-hearted fairy and that the king sent his daughter away to live in the woods—not for her protection, but to fulfill his own selfish agenda. The movie shows us that what you see is not always what it seems.

It’s human nature to fill in the blanks when we are not given the whole story. I watch as small businesses open and close with barely a ripple in the communities they serve. It’s as if they never really existed at all, their stories never told.

Create your story and set the stage on your showroom floor. Scream it from the rooftops why you are there! Participate in as many local events that you can find and make a statement with a booth, flyers and giveaways. Give fun details and visuals of all of your product offerings and special services. On your social sites, keep your customers up to date in real time on special promotions and events. When they visit, welcome them into your business with excitement and introduce them to your staff and management team. For those who do make a purchase, follow-up with a gift of thanks and make it a point to keep in touch. Give them a good story to tell and they will share it with others.

There’s a reason why so many go to great lengths to travel across town to shop, instead of exploring the independent store right down the street. It’s simple—they took the time to tell their story.

Until next time,
Eliana
letters@retailobserver.com

---