Why shopping local is my New Year’s Resolution in 2011
words by Christina Pellegrini
When I walked through the automatic sliding doors of national retail stores amidst the chaos of mid-December shopping, I felt so generic. The experience was unpleasant and impersonal. Disgruntled and frustrated sales staff dismissed every one of my requests for a little bit of attention. And in spite of the many minutes of forethought, the gifts I purchased for my loved ones were rather lacklustre and uninspiring.
Generic encounters are plentiful and sometimes seem unavoidable. As I patiently waited for my provolone cheese at the deli counter, I am called to speak by a blinking number 72. In a congested change room hallway, I am identified by the size four
straight-legged jeans hanging on the doorknob. And at the checkout counter, the transaction number boldly located on the top of my receipt differentiates me.
Despite the resilient attempts of cookie-cutter shops to personalize my shopping experience, their efforts fall short. In low margin strategies, increasing volume and efficiency drives profits, not the development and maintenance of relationships.
Market leaders invest millions of dollars with the objective of fully understanding their consumer. They track the things that make us tick: our preferences, our behaviour and our post-purchase tendencies. And yet, it seems as though the more information they
collect and analyze, the farther away they become from knowing who I am.
In the situations above and countless others, never once was I identified by who I am: Christina, a 20-something marketer with a passion for words and sports. I am not willing to sacrifice my identity as an individual for the convenience and affordability that drives big box retailing. And I don’t think any other York Region woman should, either.
In a highly competitive and ruthless business
environment, national and online establishments dominate over traditional mom-and-pop shops. However, it is our greatest priority as members of the York Region community to keep local boutiques alive and prosperous. In addition to the economic benefits, local business growth can reduce our environmental footprint, strengthen our community and foster
long-lasting relationships.
As a shopper, the ways in which you spend your money have an impact on the sustainability of our community as a centre for business. Be empowered to participate as a conscious shopper whose concerns do not solely revolve around the price of goods.
For so long, I have been just number 72, size 4 and transaction number 45987. But after I walked into a local boutique and was addressed as “Christina”, the term generic became a distant memory. I was taken aback by this rare instance of personalization. And as I looked up, I realized that the individual who spoke my name was no stranger: she was my long-time neighbour.
As I browsed the store, I felt no pressure to purchase; I truly felt at home. For once, someone knew me. She knew that my favourite colour was green and pulled a newly arrived sap green sweater from the rack in my size. She knew that I watched last night’s hockey game and asked for my thoughts on the Toronto Maple Leafs’ chances of making the playoffs. And she knew that I preferred straight-legged jeans over flared, and pulled several new styles in my size.
Needless to say, I made some purchases that day. And they were way beyond lacklustre and uninspiring.
The shopping experience was memorable because for once, I was not generic.
A local boutique can transcend the physical
boundaries of its storefront and relocate to the
dimensions of my walk-in closet. The relationship between an owner and a consumer is often more than just a working one: it’s a friendship. Sincere,
personalized service is the competitive advantage of a small, local boutique.
Their survival depends on their ability to attract consumers and foster loyalty within the gates of their community. Given their insignificant marketing
budget in comparison to national chains, local firms must successfully build genuine relationships. And, much of that trust relies on offering a product or
service that maintains a high standard of quality
worthy of a price premium.
Spending your hard-earned money at a locally owned and operated business will benefit more than just the owner’s chequebook. Conscious shopping involves thinking outside of the box and investigating the ways in which businesses affect your neighbourhood.
Local entrepreneurs often take a considerable portion of their income and reinvest it back into the community. These businesses will often buy supplies and products from other local merchants as well as increase local employment figures. Furthermore, contributions can be made to street fairs, local charities and renovations to improving the shopping experience. Together, decreased outsourcing and transportation improve the environmental condition of the community.
Supporting local businesses is essentially supporting your friends and your neighbours. And if I have not convinced you of the benefits of keeping your money in York Region yet, consider the theory of reciprocity. By investing in local establishments and fostering honest relationships, owners will return the favour and support your business or endeavour. Encourage the business model that succeeds through relationship building and not through volume.
The concept of personalized customer service extends beyond the walls of a local boutique and can penetrate into other industries. This is the mutual fund advisor from across the street that calls you after business hours to discuss ways to strengthen your portfolio. It’s when a catering company sends you (and only you) an email on a new dessert recipe. It happens when the fitness centre owner takes you and the other girls out for drinks after a hard working spin class.
The presence of local businesses in York Region is often threatened by downturns in the business cycle. But preserving
local shops promotes quality over
quantity production. This concept was not meant to discredit national retail chains; it can in fact strengthen them.
In 2011, I will consciously include
local businesses in my decision making process; and I hope you will too. Local businesses are a reflection of our values as a community. And in York Region, those values are far from generic.
