A Reason to shop local - Why should your customers choose you first?

-Erin Keck, Executive Director

We all encourage customers to shop local, but do we give them a reason to?

“Shop Local” is not a new message. It’s been shouted from the rooftops of small communities and chambers of commerce for decades. Most of us know by now that a dollar spent locally will circulate seven times. That’s supporting seven businesses, seven families, seven employers, and seven times that tax base goes back into the infrastructure and needs of your community. And yet… people are still drawn to the allure of shopping somewhere “else.” But why?

Yes.. often times you simply cannot find what you need in a smaller town. Sometimes it’s truly necessary to go elsewhere. But most of the time.. and far more often that most people think, you actually can find what you need. (and sometimes if you can’t, you can ask a store if they might be able to carry it for you!). So why do people shop out of town? Why do they go to these “other places,” and then while they are there, spend their local dollars at non-local gas stations (it’s 10 cents cheaper right?), buy non-local groceries, dine at non-local restaurants, and buy non-local gifts?

It’s a question we all ask.. especially when we lose a business and are left scratching our heads as to why people just didn’t support it enough. There’s no way they haven’t heard how important it is to shop local! So WHY aren’t they doing it more often?

Many times it comes down to simple habit. We are trained to always be looking... finding something that’s “different” than what we already have even when what we already have isn’t really that different from what’s over “there.” So how to we RETRAIN our customers (and yes... even ourselves as business owners and managers) to actively work to go local first?

More often than not, the answer is found in emotions. When a customer comes into our business, how to they feel before we even say anything to them? (How’s your curb appeal? Are the windows decorated? Do you have nice signage? How’s the lighting? Does it smell inviting?) First impressions matter…  so what does your say? And then once you do engage them, what are you adding to their experience?

This is where customer service comes in… and it’s something we have to actively work towards improving, always. (always... always… always...)  If your curb appeal is the first impression, your customer service is what shows customers your character.

Greet them when they come in and genuinely thank them for coming to support your business. Tell them something they can connect with.. Are you the owner? Designer? Chef? Artist? Let them know! Do you just LOVE a specific item or a new brand you carry? Tell them! A quick, authentic personal reference can help create a true connection between you and your customer.

Little gestures matter, too. Offer to bring their purchases to the counter or offer them a basket so they don’t have to struggle to hold their goodies. If they have a large item or many bags, offer to hold the door, or help them to their car if it’s nearby/or there’s someone else working. Offer a frequent shopper’s card or a first-time customer discount for their next purchase (great incentive for travelers to return!).

Right now, it’s easy to feel the weight of the pandemic and divert all of your energy to simply finding a strategy to survive. But we often leave out these key foundational pieces that should be front and center of that plan. What are we helping them feel that will encourage them not only to return, but to actively work to shop local, to shop with you, and to shop with you first. Step one is giving your business an honest assessment in these two areas. Keep it simple: Identify what you are doing very well, and what could use improvement. Celebrate your wins, and start actively working to chip away at your list of improvements. Need ideas, volunteers, or another form of support? Your chamber of commerce is here to help. Give us a call!

Questions?

Contact us at 719-589-3681 or email AlamosaCountyChamber@gmail.com.