Danny Brown - Latest Comments in Be an Independent Retailer

Re: Be an Independent Retailer

Heather Whaling — Wed, 06 May 2009 15:02:06 -0000

Danny,

I love getting my fruits and veggies from the Farmer's Market -- even though I pass at least three big chain grocery stores on my way there. I like buying gifts for friends/family at little boutique shops instead of the big department stores. I totally get where you're coming from with this analogy!

I work for a relatively small- to mid-sized PR agency -- and we've found ourselves having a similar conversation as we continue to grow. There are lots of very large agencies; however, that's just not who we are. We don't need to be everything to everyone. But, what we do -- we do really, really well for all the reasons outlined in your post. I much prefer shopping at boutique stores ... which probably explains why I like working for a "boutique-like" agency. It gives me the freedom to explore new things, develop long-lasting relationships with customers and put a little of my personality into my work.

So, I'm with you. I'd much rather be an independent retailer than a big box store!

Heather (@prtini)

Re: Be an Independent Retailer

Kneale Mann — Wed, 06 May 2009 10:39:56 -0000

There is a lot of chatter about relationships for a reason - because they are important. The customer is far better prepared than ever, so if you are looking to buy a car - do your homework and if you are "sold" that is your fault.

Most - if not all - purchases are made on emotion. The best "sales" people know it and prey on it. The best advice I ever received on buying a home was from a real estate agent friend who said "always be willing to walk away from a deal".

Big box or indie, without trust there is no relationship. So take the time to build that trust then you can make the proper decision. People buy from people and if you feel you are being jammed into a deal or being fed a well-crafted script, you must be willing to walk away.

Just because someone is "indie" doesn't mean they are necessarily better - they have to make a living as well. The responsibility still lies with you – the customer.

@knealemann

Re: Be an Independent Retailer

FRWFNC — Tue, 05 May 2009 21:52:05 -0000

Your ears must have been ringing today. I spoke to a local retailer who is diving head first into the opportunity that is Internet marketing and we discussed the very advantage she held over other large competitors - herself and her passion.

While she wanted to learn about 'techniques' the real power she had was her ability to communicate and inspire people to want to be a part of her store's experience.

I wish more SMB's got it like she is starting to.

Re: Be an Independent Retailer

Seth Simonds — Tue, 05 May 2009 19:49:02 -0000

I take a look at what you might consider to be "big box social media" and I already see the Circuit City mentality at work.

It's possible to get big without getting stupid. It's just very, very hard and takes constant vigilance.

I'll raise my glass to the independent retailers. Ваше здоровье!

Re: Be an Independent Retailer

Drew Schiller — Tue, 05 May 2009 17:37:06 -0000

I typically prefer boutique shops as well. Independent retailers can't often match the big boys in price, but they can definitely provide more value for their products by providing superior service, training, and quality guarantees.

As to your point about the MBA, I was going through the application process myself a few of years ago when I stepped back to examine my goals and how the program could help me achieve them. I decided against the program for many reasons, but looking around me now, most of the business owners I know have no post graduate education, and many of the MBAs I know have jobs that I would never take. I feel I have learned more through the act of doing and interacting (and from the public library) than I ever would have learned sitting in a classroom.

Re: Be an Independent Retailer

Tim Jahn — Tue, 05 May 2009 15:57:54 -0000

As Maria said, everything adds up to your message, your reputation. It's up to you to determine what that message is and what effect it has on you and your business.

I'm almost always a fan of independent retailers over big box stores, for all the reasons you detailed out here so nicely. The small guys stand for something. The big guys stand on top of someone.

Re: Be an Independent Retailer

Stuart Foster — Tue, 05 May 2009 15:39:57 -0000

The Boutique appeal is nothing new. You can receive customized attention and service while maintaining a strong commitment to product. Not a lot of bigger companies can offer this. The reason? They've kicked themselves up to a point where they can't hear their customers any longer. My reaction? Who cares, let's enjoy treating our clients and customers right :).

Re: Be an Independent Retailer

Maria Reyes-McDavis — Tue, 05 May 2009 15:37:06 -0000

Yet, another good post Danny. Your last point, about considering what you do, day in and day out, is so important for all marketing online. It all adds up, to a message that will hurt or help you!

Great stuff :-)