Focus on Unique, Local Personality to Beat The Big Box Stores 

It is very common for small, local businesses to worry about how big box stores will affect their ability to grow, or even survive. While it can be a legitimate concern, there are distinct differences between wireless store and big box store environments and marketing methods. You can’t compete with them on price, but you can beat the big box stores in other areas.

Finding and flaunting your store’s individual identity will help you stand out and both compete and endear you to prospects and existing customers at the same time. To achieve that, there are certain things you must do to make sure your wireless store and big box store environments are different.

Be what they are not.

Wireless store and big box store objectives are the same – to sell products and make money. The box stores address that by offering lots of different types of products, without much depth in any one category. As a niche business, your wireless store zeroes in on one type of product, and you have the luxury of going deep. Play that up, by providing the best possible assortment of devices and related goodies for your customers.

Customers will come to you because you sell something different. You offer more choices. They won’t have to buy the same thing everyone else has. Think value-added, items that make your customer’s device work better or look better. What do your niche customers want most? Ask them (in person and via social media) what they would buy that you don’t currently carry. Seek out suppliers with unique, innovative products.

Customers will come to you because you have friendly, knowledgeable employees that take time to give them the kind of personally attentive service customers crave. Hire carefully to make this a reality, because the best merchandise in the world won’t help you if you don’t have the best sales people, too.

Show your local side.

The “shop local” movement gains momentum every day as people struggle to maintain their sense of community in our increasingly digital culture. Riding the local wave is an excellent way to compete with big box stores. Although some people will always go where the price is lowest, many people prefer to do business with independent, locally-owned stores. These are your people.

Greet them by name, if they are repeat customers. Be overtly helpful (but don’t hover), offer recommendations, and try to show them a cool tool or accessory that just came in.

Demonstrate you’re part of the community by being visible:

• Join the Chamber of Commerce and participate in networking events. The Chamber not only offers unparalleled opportunities to market your wireless store locally, membership verifies that you are a credible, quality business.
• Sponsor or volunteer for local charities or events. Host an in-store demonstration of the latest device.
• Create a loyalty rewards program.
• Invite your best customers (or your Facebook fans) to an exclusive “sneak peek” viewing of your just-received accessories.

Remember, the best ways to win the wireless store and big box competition is to think like a customer, and just be yourself. Your store’s “personality” will be one of its greatest selling points.

Palmer Retail Solutions strives to offer our clients the absolute best combination of innovation, quality, service, and value for our diversified custom store fixtures and merchandising displays. For more information about our designs, retail fixtures, cash wraps, kiosks, or point of purchase displays, visit our website at: http://www.palmerretailsolutions.com.