Providing a unique experience is retailers’ holiday strategy
“Big box retailers are selling 20,000 square feet of, what? Stuff. There’s no connection, no experience, no service,” says Witt, who opened A Velvet Window earlier this month. “That model no longer works.”
As small and independent retailers begin the holiday shopping season, they’re finding ways to give shoppers a reason to spend with them, not at the big stores like
Aware that customers might prefer shopping on Amazon because they don’t have to leave the house, Witt has added a shopping service. She and her staff take a customer’s gift list and finds items that fit.
“If we do not have it, we will still source items from other retailers for them,” Witt says.
Many toy retailers create a unique experience for shoppers by allowing them, even younger ones, to play with the merchandise. At Finnegan’s Toys and Gifts, there are age and size appropriate tables and chairs so children and adults can engage with the toys and the store itself, says
Leppmann may not be able to compete on price, especially for toys available in big boxes online. So she won’t carry merchandise that gets big discounts elsewhere.
“I don’t want people to have to pay more than they would pay down the road at Target,” Leppmann says.
Instead, the store offers services unlikely to be found at big box retailers. Customers can call up and order a toy, then drop in to get it a few hours later — usually on their way to a birthday party.
Small retailers may not be able to make dramatic changes to their stores for the holidays but they can win on very personal service, says
“If I share with them what I need, they’ll say, ‘here are some things you should consider,’ and talk me through the different brands in terms of price and quality,” Castelan says.
In many small cities and towns, retail groups, chambers of commerce and business improvement officials support local stores during the holidays, often by helping to provide shopper-friendly services. In
“We are competing with people’s couches and warm homes and want them to come away from that so that they can enjoy a festive experience,” Redmond says.
Customers may not be aware of the subtle things retailers do to make the shopping experience better.
“We attract both foodies and health-conscious consumers who want to make the Mediterranean diet a way of life,” says Iliades, owner of
Consumers increasingly want to know more about what they’re buying — where it comes from and why a retailer chose it, Castelan says. Many owners like Iliades are sharing the stories behind their merchandise.
“It makes people excited about purchasing that product,” Castelan says.
Online retailers can also give shoppers a more positive experience. When artist
The changes have helped Bridburg, who’s based in
Many small retailers thrive by offering unique merchandise, often clothing or other products from small manufacturers or their own creations. Or they
“Businesses that aren’t serving these niche communities are leaving money on the table,” says
Many owners also realize that while they depend on holiday sales for a sizeable portion of their annual revenue, they must stock items cheaper than their usual merchandise. Ocelot Market, an online clothing and home furnishings retailer, has added gifts around
“It’s easier to reach a new customer at around the
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