The first thing any retailer needs to\u00a0<\/span>know<\/span>\u00a0is where they can and cannot compete with the online and big-box giants.<\/span>\u00a0<\/span><\/p>\n [\/et_pb_text][et_pb_text admin_label=”Don\u2019t Go There” _builder_version=”4.16″ background_size=”initial” background_position=”top_left” background_repeat=”repeat” use_border_color=”off” global_colors_info=”{}”]<\/p>\n Amazon and big boxes like Walmart, Home Depot, Best Buy and others make b<\/span>illions by<\/span>\u00a0offering low prices and huge selections. Shoot, many of them use those words in their company slogans:<\/span>\u00a0<\/span><\/p>\n [\/et_pb_text][et_pb_blurb title=”\u201cLow prices guaranteed\u201d and \u201cMore savings. More doing.\u201d Home Depot ” use_icon=”on” font_icon=”|||divi||400″ icon_color=”#cc6633″ icon_placement=”left” admin_label=”Blurb – Home Depot” _builder_version=”4.16″ header_text_color=”#3e5062″ animation_style=”slide” animation_direction=”top” animation_delay=”800ms” global_colors_info=”{}”][\/et_pb_blurb][et_pb_blurb title=”\u201cSave money. Live better\u201d and for the 19 previous years \u201cAlways low prices. Always.\u201d Walmart” use_icon=”on” font_icon=”|||divi||400″ icon_color=”#cc6633″ icon_placement=”left” admin_label=”Blurb – Walmart” _builder_version=”4.16″ header_text_color=”#3e5062″ animation_style=”slide” animation_direction=”top” animation_delay=”800ms” global_colors_info=”{}”][\/et_pb_blurb][et_pb_blurb title=”\u201cExpect more. Pay less.\u201d Target ” use_icon=”on” font_icon=”|||divi||400″ icon_color=”#cc6633″ icon_placement=”left” admin_label=”Blurb – Target” _builder_version=”4.16″ header_text_color=”#3e5062″ animation_style=”slide” animation_direction=”top” animation_delay=”800ms” global_colors_info=”{}”][\/et_pb_blurb][et_pb_blurb title=”\u201cDo it right for less.\u201d Lowe\u2019s ” use_icon=”on” font_icon=”|||divi||400″ icon_color=”#cc6633″ icon_placement=”left” admin_label=”Blurb – Lowe’s” _builder_version=”4.16″ header_text_color=”#3e5062″ animation_style=”slide” animation_direction=”top” animation_delay=”800ms” global_colors_info=”{}”][\/et_pb_blurb][et_pb_text admin_label=”So, it\u2019s best” _builder_version=”4.16″ global_colors_info=”{}”]<\/p>\n So, it\u2019s best not to try to go head-to-head\u00a0<\/span>on price and selection\u00a0<\/span>with companies that net billions in revenue each year.<\/span>\u00a0<\/span><\/p>\n And even if their size and selection\u00a0<\/span>aren<\/span>\u2019t enough to attract customers like flies, many of them offer a price-matching guarantee as an added attraction. Walmart, Target, Best Buy, Home Depot, Lowe\u2019s and Staples are among the big-box and online price-matchers.<\/span>\u00a0<\/span><\/p>\n Needless to say, trying<\/span>\u00a0to beat these retail Goliaths at their own game isn\u2019t a wise\u00a0<\/span>game plan<\/span>.<\/span>\u00a0<\/span><\/p>\n [\/et_pb_text][et_pb_text admin_label=”Win with Charm, Style, Tech ” _builder_version=”4.22.0″ background_size=”initial” background_position=”top_left” background_repeat=”repeat” use_border_color=”off” global_colors_info=”{}”]<\/p>\n It\u2019s always best to go with your strengths. So, the goal of every small, independent business should be to provide memorable shopping experiences that the big-box stores and websites just can<\/span>\u2019t<\/span> duplicate. The winning recipe is equal parts of unique products and friendly, personalized customer service, with a dash of technology. Tech is necessary in today\u2019s marketplace to enhance both products and services to make a shopping experience truly memorable and turn shoppers into loyal return customers.<\/span>\u00a0<\/span><\/p>\n Admit it. How many times have you been into a big-box store and felt like you were all alone on a quest to find what you need? Like Indiana Jones, you venture into \u201cThe Temple of Doom\u201d only to leave frustrated and empty-handed, knowing the store probably had what you wanted if you\u00a0<\/span>could have gotten some help\u00a0<\/span>finding it. Poor customer service is what drives people to shop online in the first place and it\u2019s a weakness many of the big-box stores are working feverishly to address.<\/span>\u00a0<\/span><\/p>\n Friendly, personalized customer service is an advantage many independent retailers have over the cavernous big boxes and robotic e-commerce giants. That hometown advantage can be further enhanced by utilizing modern retail platforms that help store owners and\u00a0<\/span>associates<\/span>\u00a0get to know their customers better. Just like Amazon and Google, small stores can use retail technology that features shopper loyalty or rewards programs to learn what products their customers need or\u00a0<\/span>want<\/span>.<\/span>\u00a0<\/span><\/p>\n Data gathered from\u00a0<\/span>rewards programs<\/span><\/a>\u00a0allows businesses to create personalized offers that can keep those customers coming back for more.\u00a0<\/span>RepeatRewards<\/span><\/a>\u00a0is an example of a loyal<\/span>ty<\/span>\u00a0program available to independent businesses that can be operated through their retail\u00a0<\/span>platforms.<\/span>\u00a0It offers all the same bells and whistles the big-box or online rewards programs have.\u00a0\u00a0<\/span>\u00a0<\/span><\/p>\n [\/et_pb_text][et_pb_text admin_label=”Make it Personal ” _builder_version=”4.16″ background_size=”initial” background_position=”top_left” background_repeat=”repeat” use_border_color=”off” global_colors_info=”{}”]<\/p>\n \u201cIf you want to be an entrepreneur, the most important thing is to be customer<\/span>–<\/span>obsessed. Don\u2019t satisfy your customers, figure out how to absolutely delight them. That is the number one thing.” Jeff Bezos<\/span>\u00a0<\/span><\/p>\n It might be surprising to some, but\u00a0<\/span>the\u00a0<\/span>Amazon founder, president and CEO provided the philosophy above. For all its size, automation and imp<\/span>osing<\/span>\u00a0corporate identity, Amazon uses all the data it gathers from customer<\/span>s<\/span>\u00a0to personalize its shopping experience<\/span>\u00a0and customize its offerings<\/span>. Amazon Prime members regularly receive discounts on food, clothing and more, along with special offers that include free streaming music, movies, games and television<\/span>. These discounts and offers are all\u00a0<\/span>crafted by their\u00a0<\/span>customers\u2019\u00a0<\/span>past purchases and search histor<\/span>ies<\/span>.<\/span>\u00a0<\/span><\/p>\n This kind of personalization, along with its delivery services<\/span>,<\/span>\u00a0(more on that later) has kept Amazon ranked in the top 10 in customer s<\/span>atisfaction<\/span>\u00a0for the past 10 years. In fact, from 2016 to 2018, the company topped the independent poll. Trader Joe\u2019s and Costco\u00a0<\/span>claim<\/span>ed the\u00a0<\/span>top spot\u00a0<\/span>in 2019.<\/span>\u00a0<\/span><\/p>\n Independent businesses can have the same impact by combining friendly in-person customer service and a little technology. Even though online commerce is growing rapidly \u2013 Statista says 23% in 2018 \u2013 it still accounts for\u00a0<\/span>only\u00a0<\/span>about 12% in global retail sales. That mean<\/span>s<\/span>\u00a0<\/span>80% to 90% of retail sales<\/span><\/a>\u00a0still happen in brick-and-mortar stores.<\/span>\u00a0<\/span><\/p>\n More research published in\u00a0<\/span>Retail Dive<\/span><\/i><\/a>\u00a0shows that 92% of respondents to a poll said the in-store shopping experience offers the highest satisfaction in purchasing options.<\/span>\u00a0<\/span>Information like this makes it more important than ever for independent businesses to invest in improving their customer service and shopping experience.<\/span>\u00a0<\/span><\/p>\n [\/et_pb_text][et_pb_text admin_label=”How to Get Personal ” _builder_version=”4.22.0″ background_size=”initial” background_position=”top_left” background_repeat=”repeat” use_border_color=”off” global_colors_info=”{}”]<\/p>\n Hire local staff.<\/strong> Finding and hiring knowledgeable, local people is one of the easiest ways to build a strong, loyal customer following. In smaller markets, residents know who and what stores to go to get quality information or products. Word-of-mouth advertising is priceless and satisfied customers will tell others of their experiences.<\/span>\u00a0<\/span><\/p>\n Spread the wealth.<\/strong>\u00a0Independent businesses can support each other. Spending money locally supports your neighborhood. It can also create a network of business-to-business (B2B) clients that can return the investments.<\/span>\u00a0<\/span><\/p>\n Get involved in the community.<\/strong> There are many ways to do this. Whether it\u2019s a hardware store offering free weekend classes on gardening or a<\/span>\u00a0<\/span>do-it-yourself (DIY) project,\u00a0<\/span>volunteering labor or materials in a community cleanup project, or sponsoring youth activities<\/span>, community outreach will earn you\u00a0<\/span>new<\/span>\u00a0customers.<\/span>\u00a0<\/span><\/p>\n [\/et_pb_text][et_pb_text admin_label=”Find Your Niche ” _builder_version=”4.16″ background_size=”initial” background_position=”top_left” background_repeat=”repeat” use_border_color=”off” border_color=”#ffffff” border_style=”solid” global_colors_info=”{}”]<\/p>\n Another way to attract new shoppers is to offer items they can\u2019t find in your typical big box. Locally sourced products are often the easiest way to find a niche.<\/span>\u00a0<\/span>Examples might be:<\/span>\u00a0<\/span><\/p>\n [\/et_pb_text][et_pb_blurb title=”Local blacksmiths who do custom ironwork. ” use_icon=”on” font_icon=”A||divi||400″ icon_color=”#cc6633″ icon_placement=”left” admin_label=”Blurb – Local blacksmiths” _builder_version=”4.16″ header_text_color=”#3e5062″ animation_style=”slide” animation_direction=”top” animation_delay=”800ms” global_colors_info=”{}”][\/et_pb_blurb][et_pb_blurb title=”Craftsmen who make handmade knives or tools. ” use_icon=”on” font_icon=”A||divi||400″ icon_color=”#cc6633″ icon_placement=”left” admin_label=”Craftsmen ” _builder_version=”4.16″ header_text_color=”#3e5062″ animation_style=”slide” animation_direction=”top” animation_delay=”800ms” global_colors_info=”{}”][\/et_pb_blurb][et_pb_blurb title=”Carpenters who craft custom furniture. ” use_icon=”on” font_icon=”A||divi||400″ icon_color=”#cc6633″ icon_placement=”left” admin_label=”Blurb – Carpenters ” _builder_version=”4.16″ header_text_color=”#3e5062″ animation_style=”slide” animation_direction=”top” animation_delay=”800ms” global_colors_info=”{}”][\/et_pb_blurb][et_pb_blurb title=”Farmers who provide locally sourced food products like honey, cheese, plants, flowers and herbs. ” use_icon=”on” font_icon=”A||divi||400″ icon_color=”#cc6633″ icon_placement=”left” admin_label=”Blurb – Farmers” _builder_version=”4.16″ header_text_color=”#3e5062″ animation_style=”slide” animation_direction=”top” animation_delay=”800ms” global_colors_info=”{}”][\/et_pb_blurb][et_pb_text admin_label=”Sometimes businesses” _builder_version=”4.16″ global_colors_info=”{}”]<\/p>\n Sometimes businesses can use their location to develop a niche<\/a>.<\/span>\u00a0<\/span><\/p>\n In the historic California gold country town of Dunsmuir, Dunsmuir Hardware offers gold prospecting supplies.<\/span>\u00a0<\/span>Pick and Shovel in Newport, Vermont capitalizes on the New England maple sugaring industry to\u00a0<\/span>sell<\/span>\u00a0tapping supplies.<\/span>\u00a0<\/span>Taylor Do it Best Building Supply in Eastpoint, Florida stocks saltwater fishing gear.<\/span>\u00a0<\/span>And the Ace Hardware store in Pocatello, Idaho capitalizes on its location near the Snake River to market and sell outdoor gear such as camping, hunting and fishing equipment.<\/span>\u00a0<\/span><\/p>\n [\/et_pb_text][et_pb_text admin_label=”Enhancing Your Customer Experience with Technology ” _builder_version=”4.16″ background_size=”initial” background_position=”top_left” background_repeat=”repeat” use_border_color=”off” global_colors_info=”{}”]<\/p>\n The\u00a0<\/span>Price Waterhouse Coopers (PwC) and Kantar Retail\u2019s study \u201cRetailing 2020\u201d\u00a0<\/span>predict<\/span>:<\/span>\u00a0<\/span><\/p>\n [\/et_pb_text][et_pb_blurb title=”Non-store sales \u2013 mobile and e-commerce \u2013 will drive retail growth.” use_icon=”on” font_icon=”A||divi||400″ icon_color=”#cc6633″ icon_placement=”left” admin_label=”Blurb – Non-store sales” _builder_version=”4.16″ header_text_color=”#3e5062″ animation_style=”slide” animation_direction=”top” animation_delay=”800ms” global_colors_info=”{}”][\/et_pb_blurb][et_pb_blurb title=”Retailers will integrate sales efforts across physical, digital and media touchpoints.” use_icon=”on” font_icon=”A||divi||400″ icon_color=”#cc6633″ icon_placement=”left” admin_label=”Blurb – Retailers” _builder_version=”4.16″ header_text_color=”#3e5062″ animation_style=”slide” animation_direction=”top” animation_delay=”800ms” global_colors_info=”{}”][\/et_pb_blurb][et_pb_blurb title=”In-store product merchandising will be more interactive for shoppers” use_icon=”on” font_icon=”A||divi||400″ icon_color=”#cc6633″ icon_placement=”left” admin_label=”Blurb – In-store product” _builder_version=”4.16″ header_text_color=”#3e5062″ animation_style=”slide” animation_direction=”top” animation_delay=”800ms” global_colors_info=”{}”][\/et_pb_blurb][et_pb_blurb title=”Retailers will actively collect and utilize customer data gathered from sales transactions to personalize communication and offers.” use_icon=”on” font_icon=”A||divi||400″ icon_color=”#cc6633″ icon_placement=”left” admin_label=”Blurb – Retailers will actively” _builder_version=”4.16″ header_text_color=”#3e5062″ animation_style=”slide” animation_direction=”top” animation_delay=”800ms” global_colors_info=”{}”][\/et_pb_blurb][et_pb_text admin_label=”So far” _builder_version=”4.16″ global_colors_info=”{}”]<\/p>\n So far, online retailers have had an advantage over brick-and-mortar stores in their ability to comb the internet and provide interactive customer content like price comparisons and product demonstration videos. That trend is changing, though. According to the 2019 Unified Commerce Survey from Boston Retail Partners (BRP), 34% of shoppers use their smartphones to research and compare products while shopping in stores.\u00a0<\/span>\u00a0<\/span><\/p>\n Brick-and-mortar retailers can now offer the same services to their customers through digital retail platforms that feature integrations such as\u00a0<\/span>Ez-Ad<\/span><\/a>. These apps allow store associates armed with smartphones to show customers real-time price comparisons, product demonstration videos and more. They also provide video content to in-store monitors creating\u00a0<\/span>dynamic digital signage<\/span><\/a>.<\/span>\u00a0<\/span><\/p>\n Another way independent\u00a0business<\/span>es<\/span>\u00a0can battle against e-commerce tech is by utilizing tools like\u00a0<\/span>Pointy<\/span><\/a>, an easy-to-use retail application that lets small businesses place their products into localized Google searches right alongside behemoths such as Amazon, Wayfair and Overstock.<\/span><\/p>\n [\/et_pb_text][et_pb_text admin_label=”Delivering the Goods ” _builder_version=”4.22.0″ background_size=”initial” background_position=”top_left” background_repeat=”repeat” hover_enabled=”0″ use_border_color=”off” global_colors_info=”{}” sticky_enabled=”0″]<\/p>\nDon\u2019t Go There\u00a0<\/span><\/b>\u00a0<\/span><\/h2>\n
Win with Charm, Style, Tech<\/h2>\n
Make it\u00a0Personal\u00a0<\/span><\/h2>\n
![\"Image](\"https:\/\/paladinpointofsale.com\/retailscience\/wp-content\/uploads\/sites\/2\/2019\/11\/RS_CustomerRetentionRSPost-300x197.jpg\")
<\/p>\nHow to Get Personal<\/h2>\n
Find Your Niche\u00a0<\/h2>\n
Enhancing Your Customer Experience with Technology\u00a0<\/h2>\n
Delivering the Goods<\/h2>\n