|
|
|
Editor’s note: This is the second in a three-part series that examines the Christmas holiday shopping season.
A bell rings as people enter Mary Jo Leonard’s store in New London.
Other than that, telephone or online customers of The Flower Shoppe aren’t missing a thing about their shopping experience.
Welcome to a primer on how small towns are competing for holiday shoppers in the age of Walmart and Best Buy.
The days of finding everything on your holiday list a few blocks from home are probably long gone.
But, like Leonard, family businesses and discount stores in rural communities are finding ways to keep people coming through the doors, even with the languid economy.
“I want to take care of my customers,” said Leonard, who’s been in business for more than five years. “I don’t worry about anyone else. If we’ve kept our doors open this long, we’re doing OK.”
Stores in small towns can still compete with their larger cousins because they have lower overhead, have fewer employees and can provide prompt customer service.
“We do a lot of custom things and try to make it one-of-a-kind,” said Jenine Zeiger, manager of the Ben Franklin store in Monroe City.
Tennessee-based Dollar General opened an outlet this year in New London, and it’s been a big hit.
“Our town hadn’t had a store like this before,” said Dawn Lipp, assistant manager. “They don’t have to travel as far. We’re able to offer really good values.”
Customers like the convenience and friendliness.
“It’s a nice store and it’s close,” said Betty McClintock of Center. “As you get older, you appreciate things being closer to you.”
Mary Brown of Center tries to do most of her shopping in smaller stores.
“They’re cheaper and they’re not so crowded,” Brown said.
Lipp goes out of her way to get to know customers or, at the very least, offer a smile and a few friendly words.
“Customer service is always the number one priority,” she said.
Lipp can count on two older brothers coming in at least once a week to buy dog food, and expects they’ll be back to Christmas shop.
“They keep us busy,” she said.
Even in medium-sized towns such as Hannibal, smaller retailers can offer the type of relationship customers don’t get at big box stores.
Julie Rolsen, co-owner of The Main Street Kitchen and vice president of the Historic Hannibal Marketing Council, offered a simple explanation to make the point.
“You’re always only one person away from the owner,” Rolsen said. “You never get to see the owner of Walmart.”
For Leonard, being in business is not just a job.
“I care about what’s going out the door,” she said. “I’m making two people happy at once -- the person giving the gift and the person receiving it.”
Leonard has filled orders for people around the nation and overseas.
Then there was that call from the North American Aerospace Defense Command (NORAD)...you know, the people who track Santa Claus when they’re not monitoring the skies for terrorist threats or rogue missiles.
“I’ve been challenged by several orders,” Leonard admitted.
All of the hard work pays off, Leonard believes, even when it takes her away from family.
“I don’t mind sacrificing because the customers come first,” she said. “If someone needs me, I’m willing to do it. I’m not 9 to 5. The best part of the business is when that customer comes back in the store to give you a hug and say ‘Thank you.’”
Editor’s note: This is the second in a three-part series that examines the Christmas holiday shopping season.
A bell rings as people enter Mary Jo Leonard’s store in New London.
Other than that, telephone or online customers of The Flower Shoppe aren’t missing a thing about their shopping experience.
Welcome to a primer on how small towns are competing for holiday shoppers in the age of Walmart and Best Buy.
The days of finding everything on your holiday list a few blocks from home are probably long gone.
But, like Leonard, family businesses and discount stores in rural communities are finding ways to keep people coming through the doors, even with the languid economy.
“I want to take care of my customers,” said Leonard, who’s been in business for more than five years. “I don’t worry about anyone else. If we’ve kept our doors open this long, we’re doing OK.”
Stores in small towns can still compete with their larger cousins because they have lower overhead, have fewer employees and can provide prompt customer service.
“We do a lot of custom things and try to make it one-of-a-kind,” said Jenine Zeiger, manager of the Ben Franklin store in Monroe City.
Tennessee-based Dollar General opened an outlet this year in New London, and it’s been a big hit.
“Our town hadn’t had a store like this before,” said Dawn Lipp, assistant manager. “They don’t have to travel as far. We’re able to offer really good values.”
Customers like the convenience and friendliness.
“It’s a nice store and it’s close,” said Betty McClintock of Center. “As you get older, you appreciate things being closer to you.”
Mary Brown of Center tries to do most of her shopping in smaller stores.
“They’re cheaper and they’re not so crowded,” Brown said.
Lipp goes out of her way to get to know customers or, at the very least, offer a smile and a few friendly words.
“Customer service is always the number one priority,” she said.
Lipp can count on two older brothers coming in at least once a week to buy dog food, and expects they’ll be back to Christmas shop.
“They keep us busy,” she said.
Even in medium-sized towns such as Hannibal, smaller retailers can offer the type of relationship customers don’t get at big box stores.
Julie Rolsen, co-owner of The Main Street Kitchen and vice president of the Historic Hannibal Marketing Council, offered a simple explanation to make the point.
“You’re always only one person away from the owner,” Rolsen said. “You never get to see the owner of Walmart.”
For Leonard, being in business is not just a job.
“I care about what’s going out the door,” she said. “I’m making two people happy at once -- the person giving the gift and the person receiving it.”
Leonard has filled orders for people around the nation and overseas.
Then there was that call from the North American Aerospace Defense Command (NORAD)...you know, the people who track Santa Claus when they’re not monitoring the skies for terrorist threats or rogue missiles.
“I’ve been challenged by several orders,” Leonard admitted.
All of the hard work pays off, Leonard believes, even when it takes her away from family.
“I don’t mind sacrificing because the customers come first,” she said. “If someone needs me, I’m willing to do it. I’m not 9 to 5. The best part of the business is when that customer comes back in the store to give you a hug and say ‘Thank you.’”
