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So many businesses are just plain
dull. Totally lacking is that spark of creativity and energy. Instead, an image
of decadence and boredom. I try to avoid shopping in these places. I bet many
other people do likewise.
I'm always on the lookout for the guy who dares to be different. Who believes
his customers are entitled to a little theater in their shopping experience.
I've been a retailer for 40 years and in that time I've learnt a lot about the
retail business. Something which is never fully learnt or even properly
understood is the element of creativity. The importance of finding creative ways
to attract customers and even more creative ways of selling to them.
Retailing is a highly competitive business and the giants in the industry are
more like giant killers with their massive buying and selling power. Yet, their
size can also be a handicap. The bigger you get, the harder to manoeuvre.
There you have it. Problems for the small operators to combat the big guys and
problems for the big guys who can't respond quickly enough to counter his
smaller competitors. Nobody is immune from competition. No such thing as a
monopoly in this day and age.
Peter the Painter runs a small paint shop in a busy street near my home. His
store is a little untidy and really not suitable to be located in a big shopping
mall. Peter sits on a stool outside the shop and chats to people as they walk
past. Never know who might end up being a customer!
The other day I wanted to buy some cans of spray paint. Not being a good
handyman I decided to call on Peter and ask his advice. After describing what I
wanted and commenting that I wasn't sure how many cans I needed, Peter suggested
that 2 cans were probably enough, but if I needed more to come back the next
day.
Actually, Peter knew damn well I needed 4 cans, but only had 2 cans of the color
I needed. But he wasn't going to let me go without buying those cans he already
had in stock.
Sure enough, I needed 4 cans. So, next day I returned to the shop for more cans.
And Peter was smart enough to make sure they were there, awaiting my return.
Peter the Painter is not the sort of guy who will paint the town red, but his
charming and creative way of talking to customers adds a real dash of color to
his business. I'll continue shopping at his store.
I'm sure many readers have shopping experiences that could prove helpful to
retailers. I'd like to hear from you. My aim is to use these stories to make the
articles both helpful and entertaining.
Lloyd Masel spent 40 years shopkeeping
specializing in customer relations, staff training, marketing and advertising.
You can contact him on falstaff@zahav.net.il for writing projects. Newsletters
are of special interest.
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