Local owners go to great lengths to make sure their
customers leave happy
owners themselves who end up working the extra hours,
resulting in fewer days off for many of them. A big box store
doesn’t close its doors for a week when the manager takes a
vacation - a sole proprietorship may have to.
But even for Calsavara convenience can sometimes win over
uniqueness.
“Typically I only go to a larger store, like Walmart, to look
for a specific item,” said Calsavara.
“For people with a limited amount of time to shop, bigger stores
provide people with convenience,” said Calsavara, who said the
online shopping does the same.
“We’re ready when customers are ready to shop. In other
words, we have Christmas products for early shoppers as well
as last-minute shoppers,” said Felicia Fefer, marketing manager
at Walmart Canada. "Customers come to Walmart to shop for
the brands and convenience provided in-store and online." The
staff at Walmart accommodate for what she says is the “busiest
shopping period of the year.” Hours are extended and more staff
are put on shifts.
Karen Niforos, marketing director at Devonshire Mall
understands the appeal customers find in branded stores, with
trusted names and products. But even though head office for
these stores may be hours away, the local employees certainly
live within 100km, and their jobs matter too.
“Many of our shoppers recognize that local also means
supporting local investment and jobs so purchasing from
Devonshire Mall is key,” said Niforos. Usually, a balance can be
found. “There are customers who love brand stores, but many
love shopping the independent retailers.”
“I went to bigger brand name stores and smaller stores to
buy my Christmas gifts,” said Brianne Wilson. “But I prefer to
shop at little local stores.”
Wilson found that Devonshire Mall isn’t just “chain” stores,
having attracted several locally-based tenants in the past few
years, like BB Branded and Origins. She visited Origins to
purchase some of her gifts this year. She went in expecting to
buy a specific item but after talking with the salesperson, came
out with something completely different.
Local owners go to great lengths to make sure their
customers leave happy.
“With items in some stores, the item is non-descript. Here
(in Casa Chavela) you will get the background, like who made it
and where it came from,” said Munsterhjelm. Hearing the story
of an object or a gift can form an emotional attachment or bond
to the item. This prompts people to buy it, so they can share what
they feel and see about the object. Calsavara agreed that he’s
more likely to buy something once he has learned more about
it.
Community outreach is also key to the survival of all stores
big and small. Connections between the stores, their consumers
and their communities helps to entice people in. For larger stores
like Walmart and Devonshire Mall, marketing plans are prepared
and events are planned for different parts of the year. During the
holidays, events with Santa are a popular draw.
Left: It’s easy to forget that even when stores aren’t locally-based, they still emply many
local workers. Right: Gail Rock at Ten Thousand Villages tries to make the store welcoming
all year round with events and special offerings