The future is in societies. The advantage of a traditional trader is that chains cannot work with them. So, start building it ASAP. It goes as the example shows. “Our stores are the first experience for every child and the last experience for every elderly,” Miloslav Helvasa, director of Konzum Ústí nad Orlicí, said recently. And I got a round of applause for that. At the same time, these words provide guidance on how a traditional trader can differentiate himself from competing chains and multinationals and thriving in today’s crowded market.
In intuitive marketing, money can be substituted for an approach.
Since the end of the 1990s, the share of traditional fast-moving stores has decreased from 60 percent to ten. Chains were completely dominating the market. Nevertheless, do not despair. Let’s take a look at the aforementioned Konzum example that traditional merchants have strong competitive weapons. However, it is necessary to use them.
“Getting good items at good prices is only half of the sale.”
Building a shared economy
What exactly is a consumer cooperative? “The owners of the company are not shareholders or employees, but rather customers. Their profits are proportional to the degree of their participation. What is now a popular topic all over the world was invented 176 years ago,” Miloslav Halavsa says. When is it said that traditional commerce is so modern!
Of course, a private entrepreneur is not a cooperative. But it is a principle. This is sharing. If clients recommend each other, She is involved. If you consult with them about what and how to sell, then that means getting involved. And because a community is always required to participate, in a broader sense, it is more about joining the community, or building and developing your own community. Konzum members are mostly a minority in the village, but the cooperative provides community services for everyone.
The strength of the traditional merchant is that he is close to the people and the local community. Chains can’t do that. Although their stores look cool, they have a great selection and low prices, but they are factories for sale. In the evening, you can wander between the shelves and not meet an animal.
Science fiction writer Stanislav Lim describes such a large store in one book, open even at night. When a lonely customer falls ill and collapses in a fit on the floor, no one notices her and helps her. Nothing’s moving, only the escalators screaming softly …
So try to be a part of the community. And not only that. At the same time, create your own community of loyal clients. Of course, handing out cards is not enough. This is what the big dealers do. Loyalty is not based on secondary benefits. Customers should not have cards from all chains in their wallets or mobile phones. No, it is based on this community approach. People go where they feel good, where they are, and where they feel at home.
This concept is not at all incompatible with modern technologies, such as loyalty systems. It provides data. The data can be used well Personal approach to clients. “Mrs. Novakova, you haven’t been with us in a long time, stop, I have an interesting opponent for you.” Ms Novakova would come over, talk, get a discount, and maybe come back to the store again the next day. This is how an intuitive trader works with data. It doesn’t collect it for graphs and tables, but to strengthen customer relationships. And of course to increase sales ( Also see Supertrend: loyalty cards).
The future lies in the interconnectedness of the Internet, technology, and traditional stores
Another source of inspiration we can find in Konzum Ústí nad Orlicí is contact with sales both online and offline. This is the Internet and stone stores. Until recently, it was said that electronic stores would destroy stores or that the Internet, on the contrary, was useless for small merchants. Both are incorrect. Its competitive advantage is one Who uses both And other technologies, such as mobile applications, to do this.
I don’t mean a country store owner must also run an online store. All he has to do is inform him online of what he’s currently providing. But a simple online store can also be used to allow customers who commute to work to order merchandise, then pick it up in a bag at the store and pay for it on the spot. Or the dealer will take him away in the evening.
A shopkeeper in a small town closed at four. However, the people who moved in to work in the borough did not return until around five in the morning. No wonder they bought a supermarket. When I offered him the idea of an afternoon handover, he reacted angrily: “I’m glad I’m quiet at four, and I haven’t flown anywhere yet.”
The same service can be provided, for example, by cutting out boxes. You just need to be internet friendly. Unfortunately, the traditional traders are sometimes conservative. They live on the idea that the internet is all about watching a movie on YouTube or chatting on Facebook. And most importantly, they are pretty sure their customers have the same. As if the age of the shoppers with them began at retirement age. What about young people who take internet shopping for granted today?
Be the center of local events
The overview of what the aforementioned Konzum does is also interesting. In addition to the shops, there are also small country cafés, community clubs, post offices, garden stores, and self-service petrol stations. Of course, there could be more. For example, what about an online store? Selling industrial goods so that customers don’t have to go elsewhere for them? You might ask.
Village did not receive a support for the warehouse because the businesswoman did not want to operate other services such as exchanging gas bombs. And the work did not continue without support.
So the most important thing is the activity. I still say it, but maybe I should be louder: owning good goods at good prices is only half of the sale. The second is marketing, which includes everything that I just described. You don’t have to do expensive ads, but become the center of events in the place.
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