In the era of e-commerce, it’s very difficult to own a simple stationary store. People have already been able to appreciate the convenience of shopping in one click, so it’s very difficult to please them. Moreover, such a wide range of goods is presented in online stores that such a number of things, with all desire, cannot physically fit in a simple store. Experts predict sales growth on Internet sites by almost twenty-five percent. Stationary stores will soon be a little over ten percent - these are disappointing forecasts.
Despite such a stable trend, it is impossible not to mention some retailers who only manage to open new outlets. How do they manage to stay afloat in such difficult conditions of fierce competition? Chase Campbell, the founder and CEO of Size Up Supplements, shares his secrets.
A bit about businessman
Chase always dreamed of financial independence. After leaving school, he entered a higher educational institution, but for a long time he did not have enough. There was no more strength to bite the granite of science, especially since the guy wanted to move away from his parents as soon as possible. He did not combine his studies and work. I just dropped out of high school and went into business. At that time, Chase was nineteen years old.
The young man opened his first store of vitamins and nutritional supplements in Shelby, Missouri. The business began to grow successfully, although it took some time for the brand to become recognizable. In total, Chase opened eight stores and is not going to stop there. For himself, he identified several key points that will excel in retail sales in a simple stationary store.
1. Think about customer satisfaction
At first, when the business was just starting to grow, Campbell had already faced stiff competition. Still, the niche he chose was not new, so there were dozens of entrepreneurs like him. What did Chase do? He realized that people needed to be motivated by something in order to get them to go to the store, rather than pass by.
Then he decided to give gifts with every purchase. It was a simple branded t-shirt. As soon as such a campaign began in the store, there was no end to the customers. Like it or not, but people love a freebie. Still a trifle, but nice.
Then, when online stores entered the arena, Campbell began to invite famous athletes or local sports heroes to the store to greet customers, sign memorabilia, or hold pranks.
Lesson
So, focus on customer satisfaction. Come up with something that will draw attention to you, that will make a person get up off the couch and go to your store. You can follow Chase’s example and also give presents for your first purchase. Not necessarily T-shirts: these can be key chains, magnets, notebooks, pens, etc. Try to make the gift more or less related to the goods that you sell.
2. Be a part of the community
Campbell used social media to showcase the stories of his clients, broadcast regional events, and engage an audience with relevant topics. Each store has become the cornerstone not only for athletes, but also for people who are far from sports. Until now, Chase regularly holds charity events and transfers funds to charity funds.
Thus, Campbell does not position himself as a rich person, but as a successful entrepreneur who at the same time lives on the problems of society. By purchasing something from his store, customers understand that they are making a certain contribution to helping those in need. Well, other businessmen take an example from him.
Lesson
Markets and stationary stores have one huge advantage: they are a meeting place connecting communities and culture. People come here not only to shop, but just for the sake of communication, new acquaintances, exchange of information, impressions. This is what you need to use in your own interests.
Follow Campbell’s example and make your store a part of society.
3. The long-awaited change
Email marketing, social media and paid advertising - Campbell uses all of these tools to expand its presence and to get as many people as possible aware of its stores. He optimized business operations, combined a regular store with online experience, and as a result a rather harmonious symbiosis turned out. That is why Chase insists that electronic technology cannot be ignored. Entrepreneurs must keep up with the times, otherwise there is a great risk of losing customers.
Lesson
You must create all the amenities for your customers. What does it mean? For example, you have a stationary store without a terminal. Do you know that most people pay by bank transfer, and therefore, points where they do not accept cards automatically become uninteresting for them? Think about keeping up with the times. Provide the customers with the most necessary: at least install the terminal and the same Wi-Fi.
Do not forget to promote your brand on the Internet, do not neglect targeted advertising. Notify customers by email or phone of current discounts and promotions. If possible, create at least a business card site. This will give more confidence to your store. Do not forget to monitor reviews, encourage customers to leave comments on a page on a social network.