Playing With the
Big Boys How to compete with chain stores
a posh, little gift shop and decided that the best way to advertise
was a 15 second spot on one of the local television stations.
Her commercial emphasized that people should stop by for the
grand opening. When her shop first opened, it was visited by
a steady stream of customers, many who came by because they
had seen the commercial.
shop had been open for several weeks, business began to taper
off. Ashley visited several of the larger, chain gift shops
in town and found that business was booming.
figure out what the problem was. She felt that her products
were unique and stylish. She thought customers would be intrigued
by a shopping experience that was more personal than
that in stores like Pier 1 Imports and Pottery Barn.
In her advertising,
Ashley emphasized that people should come by for the grand opening,
but she figured the shop would sell itself. She didn't understand
that people might fail to see the benefits of
shopping in her store if those benefits werent pointed
out to them.
some advertising techniques small businesses can utilize to
compete with chains:
the uniqueness of the product. People are often attracted to
the idea of getting something unique from a smaller, independently
owned business, but are used to the larger selection
a chain store can offer. Ashley could have featured the originality
of her stock as compared to the universal stock a chain store
often create a comfort zone of buying from stores that have
everything. They know what they are going to find there, and
that means they dont have to take the time to search.
However, many people shop because they enjoy it. Always knowing
what you are going to find can be boring. Ashley's store offers
mystery. People wont receive a catalogue that shows everything
they would see if they went to the store.
Ashley's store is not at the same economic level as the larger
chain stores, she should make her business as recognizable as
to do that is hire a designer to create a logo that represents
your business. Many companies spend millions of dollars making
their logo familiar to the public. One could also include a
jingle or an original piece of music in commercial spots; something
a viewer can become familiar with.
helps everyday people start businesses they will enjoy. Then he
teaches them how to succeed. Read all his helpful strategies,
including his latest article, "How to write the perfect classified
ad" at http://AlvinApple.com. Reach Alvin at 801-328-9006