Link This |
Email this |
Blog This |
Comments (1)
Do you turn customers away?
September 20, 2006
Exclusive is a buzz word among retailers and vendors. Webster defines it as “accepting or soliciting only a socially restricted patronage.” This describes the attendance policy at this month’s ABC Expo, which is limited to independent, brick and mortar stores.
Coming from the furniture/home accents industry, I am surprised by an attendance policy that excludes any retailer. I realize the premise is independent retailers want product that’s not available to mass merchants or online retailers, but if you break it down to the most basic level it comes back to restricting patronage.
Lots of retailers distinguish themselves with custom lines, which is great for them and the consumer. Magic Moon, a retailer in our Dallas Metro report, manufactures its own furniture and lighting and offers custom bedding. Our cover story, The Wooden Swing, is unique because of its categories: outdoor play equipment and youth furniture.
Being different isn’t just about the product though because the store down the street might have the same thing or something fairly similar. Being different is about you, the owner; it’s about how customers feel in your store; it’s about how you display the merchandise and more importantly it’s about customer service.
As a consumer I shop a mix of independent and mass retailers. Like most people, I know if I’m looking for customer service and a well-informed staff, I’m probably not going to find it at a mass retailer. It’s not their forte. Price may be or location may be but typically individuality is not.
This brings me back to restricting patronage. Whether you’re a vendor or a retailer I don’t understand turning a potential customer away. When I buy something, I know it’s not the only one in the world; my friend might have the same lamp, stroller or crib. Individuality, which is what we’re all truly striving for, comes from how we incorporate that product into our home or store; how we blend it with the other elements; how we stamp it with our own style.
As a retailer, do you turn a customer away because her neighbor bought the same thing? Why should trade shows be any different?
Posted by Lisa Casinger on September 20, 2006 | Comments (1)
