Small retail web sites can still have that personal, community touch.

 

There was a time when every town in the Western world was home to dozens of small retailers.

 

You could shop at your local hardware store, buy music at the local music store, buy bread from the local baker, buy meat from the local butcher, and so on.

 

Most of these small stores have been pushed out by giant retailers like Wal-Mart.

 

In most markets it's impossible for small retailers to compete and survive within their own communities. The lure of low prices steals their customers away to the bog box stores.

 

But how about online?

 

Is the web the new home of the small retailer?

 

I think it is.

 

But if small, online retailers want to survive competitors like Amazon, then they need to take some lessons from their real world counterparts.

 

Think like a small store owner

 

What was it that we found so attractive about buying from small stores locally?

 

I think there are a few factors:

- It's nice to know the whole store. With a small store, it doesn't take long to get to know every nook and cranny of the place. (Try that with Wal-Mart.)

 

- It's nice to recognize the people behind the counter. And it feels good to be recognized.

 

- It's good to know that someone is "there" for you, and responsible for what happens. (Try finding someone who will take responsibility for anything at a big box store.)

Is it possible to recreate this same level of personal service and accountability on the web?

 

It is, although it can never be an exact replica of what we experience in the real world.

 

Find a balance between online convenience and offline personality

 

Even if your online business is small, visitors still expect "big store" convenience. In other words, you need to provide simple, intuitive navigation, a secure shopping cart system, great customer service and every other element people have come to expect when shopping online.

 

But as a small business owner, you also have an opportunity to be more personal, to "be there".

 

Without getting in the way of the shopping experience, you can insert some local store personality.

Write in a style that is genuinely personal.

 

Show photos of yourself and your staff.

 

Add a blog, letting visitors know what's happening. New product introduction? Chat about it and invite comments. Janet who handles customer service is getting married? Tell your customers about it.

In other words, if yours is a small business, then take advantage of the strengths that come with being small.

 

Be there for your prospects and customers. Show your face. Get your staff involved. (Jack from shipping may love the idea of answering some customer questions online.)

 

My opinion...

 

When I look at smaller store online right now I see companies becoming more and more sophisticated in the design and layout of their sites. I see better shopping cart systems in place.

 

But what I don't see very often is the people behind these small online stores.

 

Don't hind behind the store.

 

Come out front, where people can see you and hear you.

 

"Being there" is your competitive advantage.

 

 

 

 

 

 

 

 

 

 

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