To the small retailer, retail should not be as complex a business as it is to its large public owned competitors.  It is really a business based on common sense.  A key to the success of the small retailer is never to lose sight of the fact that your number one goal is to please your customers.  Do that and you will be successful and make money.

Pleasing your customers requires a thorough understanding of your advantages as well as the development of a strategy that enables you to maximise those advantages.

You have many advantages because you are small.  As a small independent retailer, you are in complete control of your destiny, an enviable position to be in since it gives you a significant edge over the so-called big guys of retailing.

• You are on the scene, know everything that is going on in your shop and make all the decisions.
• Your allegiance is to your customers since they are going to provide you with your profits.
• You have total flexibility in addressing local marketing and promotional opportunities as well as developing personalised customer-service policies, based on the needs of your customers and local traditions.
• You can quickly make changes to take advantage of opportunities as they pop up.
• You can immediately structure a policy or a promotion to counter a competitor’s effort, make the decision to participate in a joint promotion with another local retailer or participate in a special advertising supplement.

So, you are in the driver’s seat!  Don’t move over!

But all these advantages will add up to zilch if you don’t use them to take the bold steps required to meet the challenges of change.  Unfortunately, this is where too many small retailers lose the game.

The reason?  The resistance to change and the fear of failure.  These are probably the two greatest inhibitors of not only retail success but also success in life.

A retailer must follow the changes and trends taking place both nationally and in the local environment, determine how these trends are, or will be, affecting their business, and what steps they must take to remain an important local player.

This is especially important in the 21^st century where vying for the consumer dollar is becoming more sophisticated, more competitive and more challenging.

You must understand that Local Area Marketing is vital for your business and that it doesn’t have to cost you lots of money.   There are literally hundreds of free tactics you can use.   Some of these are things, such as marketing plans and testimonials.  Some are places, such as Internet chat rooms and community bulletin boards.  Others are concepts, such as competitive advantages and sales training.  Some are attitudes, like aggressiveness and flexibility.  Still others are people, such as fusion marketing partners and satisfied customers.  Many are hard to categorise, such as viral marketing and speeches to community groups.

But they all have five things in common:

They take your time.

They must be done right.

They require energy – mostly, but not exclusively, mental.

They are deceptively simple.

They earn profits.  Always have.  Always will.