THE BOTTOM LINE: Regardless of the Rumors, Retail isn’t Dead

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THE BOTTOM LINE:

Apocalypses and doomsdays might make for good TV, but can we stop with the glorification of predicting the demise of our jobs, our communities and our way of life? The lifeblood of main street America is two-parts retail and public schools. If a community loses either of those, it will assuredly die out.

It is easy to look at the state of big box and other national retailers and say, “retail is dead.” Yet, in doing so we shortchange ourselves, our economy and our fellow dream seekers who are persevering. If the racks are being emptied and the doors shuttered, what gives? How is that the small guys can succeed where the big guys seem to be failing?

I think the answer is rather simple - their frontline is the least inspired and least rewarded. Leadership isn’t inspired. It isn’t based on a servant style or anything more than yielding the greatest results using the fewest results. When others say, retail is dead, know that they are WRONG. It isn’t dead, your father’s idea of stores with endless isles of gondola racks filled with margin stuffing merchandise without a care of even the whims of consumers – is long dead.

Our region has many retailers who seem to have defied the odds. What separates them from the “dead retailers?” Here are just a few key factors I believe are essential to keeping the doors open.

EMPLOYEES SHOULD BELIEVE IN COMPANY

1. If your employees aren’t your biggest cheerleaders, they must go. If an employee doesn’t believe in the company and their products they must go. Customers want to feel validated. If someone is out to buy something and the clerk doesn’t care if a sale is made, the customer won’t feel validated in their purchase nor will they feel a since of urgency. If you visit Edwards Men’s Wear in Lawton, you won’t get a high-pressure sales pitch, but Eddie will leave you with the impression that you should wear a suit more often.

CUSTOMERS WANT CONSISTENCY

2. Be consistent. Whether it is customer service or merchandise be consistent. Customers like to be surprised but they want to know that each visit will be as pleasant as the last. Take for example Past Perfect Too in Lawton – each and every time you step through the door you will consistently receive a warm welcome.

PROVIDE EXPERT - AND EXCELLENT - SERVICE

3. Be the expert. You can’t beat them on price, but you can and must beat them with service. Places like the Blossom Shop in Altus aren’t focused on the latest fad or delivering the cheapest arrangement. They focus on knowing the customer, knowing what brings a smile to “someone special” and they are the expert at putting a name to that horrible description of a beautiful flower.

KNOW WHO YOU WANT TO SELL

4. Be true to your mission. We hear over and over that it is important to know your customers, but can’t it also be equally true that we need to know who we are? I am not trying to make an argument for existentialist thought. Too many stores these days have forgotten what they sell. They start out with a core market and little by little turn into a general store or worst yet a “Catch-All Mart.”

Modern retail has brought us two forms of the shopping experience. The big-box retailers that drive the price down by accepting whatever quality of goods deliver the greatest margin or niche stores that sell quality products and are staffed by people who know the product.

Crutcher’s Western Wear in Duncan is a great example of a store that knows who they want to sell. You won’t find their shelves stocked with parachute pants and skateboards. Crutcher’s sells western – that’s it. Stop the doom and gloom. I urge you to read past the headline. Listen to more than the soundbite. Read more than sales flyers, do your part in keeping retail ALIVE.

 

If you’re a shopkeeper, store owner, entrepreneur or businessman, understand that times have changed and the train has left the station. Now is not the time to sulk or abandon the mission.

 

AMERICAN DREAM

 

You must give chase. Give chase to the American Dream like you first did when you opened your store. Ditch the dead weight employees who are punching the clock at the expense of everyone else. Find your mission and fulfill it.

 

If you are a consumer, the mission is simple but critical – SHOP LOCAL.