This 'n' Data

The poll position

What measures have you implemented to maintain/achieve profitability in the past two years?*

*Results based on a survey of readers by Garden Center magazine; figures represent the percentage of respondents who took the actions noted.

This story is phoney!

What is the most important tool at your garden center? According to recent survey results released by the Pew Internet & American Life Project, it’s your customer’s phone. The PIALP is one of seven projects that make up the Pew Research Center, a nonpartisan, nonprofit “fact tank” that provides information on the issues, attitudes and trends shaping America and the world.

Here’s a trend you should know about, according to survey findings:

More than half of adult cell phone owners used their phones while they were in a store during the 2011 holiday season to seek help with purchasing decisions. During a 30-day period before and after Christmas:

• 38 percent of cell phone owners used their phone to call a friend while they were in a store for advice about a purchase they were considering making
• 24 percent of cell phone owners used their phone to look up reviews of a product online while they were in a store
• 25 percent of adult cell phone owners used their phones to look up the price of a product online while they were in a store to see if they could get a better price somewhere else.

Taken together, just over half (52 percent) of all adult cell phone owners used their phone for at least one of these three reasons over the holiday shopping season and one third (33 percent) used their phone specifically for online information while inside a physical store— either product reviews or pricing information.
 

Cha-ching!

5 best practices for the independent business operator

Here’s a reality: independent businesses have to duke it out with larger companies that are learning how to be more local. Here are five best practices to keep you competitive.

1. Offer availability
A local business that has what you need just a short walk or drive away offers tremendous value in the form of availability. They are there when you need them. You should not expect the price to necessarily be as low as you can get online – but presumably, it should be reasonable.

Radio Shack is a national chain that always seems to have that special connector or battery for your electronic device. It’s a big company, but it acts like an independent should act.

2. Be responsive
How many times have you purchased an item and it’s not right? An independent business is uniquely positioned to be responsive to your needs and make things right. There is clearly a cost to this, though it’s one that builds customer loyalty.

Zappos happens to be a very large business that does this well.

3. Care about your customers
Everybody likes doing business with someone that knows your name and remembers your needs – especially the little things that matter most. Starbucks is huge. Yet, if you patronize one store, it’s very likely they will remember the special touches that earn your ongoing loyalty.

4. Know your business
Independent business owners are passionate about their industry. They attend trade shows and expos and stay on the cutting edge of the latest trends. Their knowledge is comparable to that of senior executives of large corporations – if not better. Don’t forget to exploit that advantage.

5. Support the community
When there are events to sponsor, or fundraisers for the local schools or non-profits, independent businesses are the first to step up . Supporting the community may be the most vital differentiating factor for small businesses.

– Jeff Korhan, New Media & Small Business Marketing, www.jeffkorhan.com