I don’t see any of these suggestions as viable. Independents can only win business by offering a USP (unique selling proposition) that adds value where others, including Amazon, cannot.

We’ve discussed this a lot at RetailWire, but service offerings and knowledgeable associates are a big start. Local reputation is important too but takes time to build. Local chambers typically offer nothing but lip service. I predicted the death of the QR code even before the press started hyping it and I now officially do the same for AR codes — they will be a non-starter. Showrooming is alive and well and the only way to counter it is the value-add through service and knowledge (as I stated), the same tactics to make webrooming possible.

To be successful this holiday season, independent/small retailers should focus on delivering a personalized shopping experience. All retailers, and small ones in particular, need to realize that every shopper that enters the store has expressed an intent to buy. Small retailers should make an extra effort to personalize the visit by thanking visitors for stopping by and then engaging the shopper to understand her needs/interests. A more personal connection creates a sense of obligation — this is something most shoppers won’t get online or in big box stores. And finally, execute the basics: have ample inventory of the items you believe will sell best; align staff schedules to store traffic and focus on converting every visitor into a buyer.

I have no problem with Karen Herman’s suggestions, all are sound advice. For those indies that are store-based, the key is getting customers to visit the store to experience outstanding customer service. There are a number of strategies that indies can test during the holiday season:

• Special offers based upon a deal that requires a store visit;
• Offers of a service with a purchase;
• Potential home delivery and/or set up based on qualified purchase;
• Offers that are online- or mobile-redeemable in-store;
• Offer a special event that is unique with local talent that draws attention.

However, the key to long-term indie success is not waiting for the holiday season to survive. To thrive, indies need to be adapting to changing customer patterns. Mobility is the portal for the future. Indies need to optimize websites and offers for mobile phones. Social media is a way to engage customers throughout the year. And social is not just Facebook. For some businesses, Instagram and Pinterest can be even more powerful, especially if they feature happy customers experiencing indie customer service and using products.

Indies can indeed survive the holidays with creativity, commitment and customer care. I’m definitely a fan of showrooming and turning that approach into an opportunity rather than an obstacle. “Personal shopping” may be another way to help separate independent operators from their less-connected rivals. Finally, consider offering curation services with other independents in the community to cross-sell, cross-promote and build a better holiday shopping basket. Amazon is not the only one who should be making recommendations, indies can do this too based on personal knowledge rather than algorithms.

Community is one of the greatest strengths of indie retailers. Building your network year-round is so important for success. But I’m going to say out of the three suggestions in the article, having an active online presence to handle showrooming and webrooming will be most critical to an indie’s financial success. For many time-strapped customers, if they can’t check your website ahead of time to find out what you have in stock, that could be a lost sale.

I would add that having an effective digital marketing strategy is critical for all indie retailers. For brick-and-mortar retailers, an engaging social media presence can help drive traffic to your store. For e-commerce sellers, it can help drive traffic to your website and distinguish from other retailers.

Of course, once shoppers are in your brick-and-mortar store, they should receive top-notch customer service and a personalized product selection. But as Ken said, we’ve touched on that many time on RetailWire. 🙂

All of the ideas in the article are great. Online commerce is the one way indies can “punch above their weight” versus the giants in the biz. Shoppers have no idea how big or small your organization is if you create the right presence online.

I agree that independent retailers can do well. However, my advice would simply be to be different.

If an independent retailer isn’t adding any unique value — whether it be great service, interesting products, special community events or something else — then it will be forced to compete on price. When you’re up against the giant chains, that’s a slippery slope.

My recommendations would be slightly different (although all the ones mentioned are good, except maybe QR codes!):

Be unique and be relevant! An independent store may not be able to win on price, but absolutely has to win on great service and that’s an enviable experience to differentiate. That keeps customers loyal and coming back to the store. You need knowledgeable associates to accomplish that. Then, find the unique products consumers in your community want that they’ll be interested in coming to the store to shop rather than search on Amazon.

Small businesses should “band together” to create a larger reach. Cross marketing/promoting through other retailers will extend reach and introduce new customers to the retailer.

The best thing a small retailer can do is blow the customer away with an amazing and personalized customer experience. That’s two separate areas. Amazing service is one. Deliver service that only can’t be matched by a big box store or online retailer. Then personalize the experience. Ask questions, make suggestions … get to know your customer, in a way that (again) can’t be matched by a big box store or online retailer.

Recognize that holiday time is an opportunity for you to build a relationship with new customers. Don’t let someone who has never shopped with you before become a one-time buyer. Prepare now for the rush and strategize what happens after the holiday season.