So, my company’s mantra is all about getting clients to think about what business they are REALLY in, and how to convey that to prospective customers. That the goal for any business is to have people “Think of U First.” At the same time, we have all seen the huge nationwide marketing push for “buying local”. But, what does a consumer do if that local option does not meet basic expectations?
Several weeks ago, I went to buy some replacement dress shoelaces – I actually busted the originals a month or two before – but, hey…I like to procrastinate! I believed the logical choice was to stop in to a locally owned shoe store, which has several outlets throughout the city. Surprisingly, for all the rows of shoes they had to sell, they were VERY limited on shoelaces. When I asked the sales clerk why, if they were a shoe store, did they not carry a solid choice of shoe LACES, she unfortunately could not give me a valid answer. Same went for the manager. Needless to say, I was out of there in less than a minute.
Guess where I wound up buying my shoelaces from?…A nationally-owned drug store chain! Granted, their choice was not huge, but at least they had what I was looking for. Oh, and I bought a Milky Way bar too on the way out.
I realize that this is a very small issue, but it just goes to show about how important it is to have your brand or product live up to expectations. It simply makes sense to think that a store that bills itself as a shoe store AND has “shoes”in it’s name would carry such an important shoe accessory.
Face it, the reality is that it is much easier to buy shoes online these days, but I believe most of us want to “shop local”. It is a shame that now, when I think of shoelaces – as well as shoes – I do not think of this “local” company first.
What are your thoughts? Would love to get your opinion.
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