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room. They do it largely to save money, but they also take into account the size and portability of an item. Additionally, some customers are simply looking to get a better feel for a product than what they have already been able to fi nd out by reading reviews and descriptions online. “There are opportunities for small busi- nesses to level the playing fi eld here,” Hirschman says. “Those retailers can’t buy the real es- tate as big box stores, but they can get the same impactful real estate on a cell phone screen. If independents can provide in- formation to a customer online,
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then they can become a part of that transaction.” Rather than open the fl ood-
gates for showrooming, the mcommerce boom presents a unique opportunity for small businesses to use one of their greatest assets, their brand iden- tities. Small businesses have a personality that customers are more inclined to trust, because they make customers feel good about buying from them. “Some of the large, nameless and face- less corporations out there have a more diffi cult time with that,” Effl e points out. In terms of branding, the most
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74 October 2012
successful independent busi- nesses are passionate about the products and relate to a niche market. These companies dis- play that passion in ways that can build clientele without incurring direct marketing expenses, done by engaging an audience on a repeated basis through social me- dia, imagery and telling the story of how the business got started. Sporting goods merchants, for example, often have Facebook pages with photos of the employ- ees using products, and in turn, customers can post pictures of themselves using those products to tell a story. “Great retail is not just about trying to engage some- one for a sale,” Effl e expresses. “It’s about personality, specifi cal- ly the owner’s personality. Having that come out is hard to do unless the owner is passionate about the products he or she sells, but it’s absolutely key.” So how do busy retailers fi nd the time to get personal with cus-
continued on page 75 INDEPENDENTRETAILER
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