This small coastal area has grown from a commercial fishing community into a vacation destination. With the growth came stores of all shapes and sizes; some are geared primarily for the tourists, but others are to keep everything running well.
For a time, the local independently owned wholesale lumber and building materials dealer was the best choice for large projects, both contractor and DIYer alike. Beyond the building materials, they are a fully-stocked hardware retailer under the label of a well-known chain of hardware stores. They became an excellent one-stop shop for projects and materials.
As the area has grown, a big box store – Lowes Home Improvement – opened within a mile of the independent dealer and brought a new level of competition for this well-established business.
Those small businesses that have faced a similar situation often adopt various tactics to beat back the competitive threat. By stocking unique brands of products like Stihl outdoor power tools, or Benjamin Moore paints, local retailers can carve out a niche of loyal buyers who will often pay slightly higher prices for what might be a commodity item in the big box store.
When the choice in products falls into a category that lacks brand preference, better customer service will help the independent dealer hold onto their customer base. Be that advice about a specific product, or answering a question on material use, the store staff can quickly become the differentiator in the purchase decision.
Last week I stopped by the independent dealer reflected in the story above. I had a ready job list of items for various projects that I wanted to complete over the next couple of days. The employee in the aisle was quick to point me to the item locations. However, when it came to information about a specific product, I was surprised by the response of another.
In this case, I said to the service desk attendant, “Most house wash products (disposable sprayer/container attached to a garden hose) shoot a stream about 25 feet; do you know how far this one will go? It doesn’t say anything on the label.” (I was not familiar with this brand, and I was faced with three stories of siding.) The employee turned to me and said, “No.” That was it, a one word response.
Willing to take the chance on an unfamiliar brand, based on the information elsewhere on the product, I went forward with the purchase. In the past, I had always enjoyed shopping at this ‘away from home’ store. However, I left with the lasting impression of a defeated group of employees. With no other cars in the lot, and only a couple of pick-ups in the yard, it was the only reason I could come up with for this less than positive experience.
When the big box store moves in, it is customer service that counts, and gets the sale. When it is lacking, the scorecard will favor the big box store. Looks like I may be driving the extra mile down the road in the future. That is one less car in the independent dealer’s lot. Time will tell whether others follow suit.
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