#030 – Locality Store – Skate. Street. Records
Local retail done right
Published on October 8, 2018
Podcast: Play in new window | Download | Embed
Subscribe: Android | Google Podcasts | RSS
How do you keep your little local retail store from being swallowed up by the big retail giants? Or worse, the ecommerce giants? Well, big retail in its current form is dead. And online giants don’t have the ability to put on a local face (or personality). And that’s the gap.
Located on Main Street in the leafy suburb of Greensborough in Victoria, Locality might seem like any other local suburban retail store that stocks the big brands. In this current climate, it also seems like a surefire way to lose money. However, these guys are killing it. How is it so and what can be improved?
David and Goliath
The biggest takeaway here is that Locality is very engaged with their customer base. However, there is more to this game than just having a local presence and a friendly personality. It is in the way that Locality engages with their customers that keeps them coming back for more. The advice we would give to any local retail business is to make sure you have your happy customer engagement face on at all times. People consistently chose to shop at local retail stores for the great service and face-to-face engagement. Remember, they can always find cheaper prices elsewhere but great service (and a place where everybody knows your name) is impossibly rare.
Community is the way
Engage your customers and have them be a part of a wider community. For example, since skateboarding is a skill and skills can be taught, why not teach customers to pull off various tricks and moves. Or better still, get your regular customers to teach the new ones. Food for thought: How can this apply to your business?
ecommerce IS the killer application
When regular customers in your local community are learning, buying, upgrading kit from your store, it’s time to get that ecommerce store up and running. This is the store that NEVER closes and the storekeeper NEVER sleeps. That’s right. Send via your newsletter VIP exclusives, early bird specials and high-affinity content (inner-circle stuff), etc. And watch them lodge their orders without you having to lift a finger. It’s a win-win. Your customers get the latest, rarest stuff and you get to keep the cash flowing.
One good way to keep your customers coming back in is to offer a deal if they come in and pick up from the store. This way you save on packing materials, postage and handling. Win-win, again.
Check Locality out here.
