Nurturing your customer base is like growing your plants; it takes proper positioning and care to survive the long term. E-commerce is tearing the mid-sized retailer to shreds. Names like Sears, JCPenney and more are closing their doors in malls across the country. This does not have to be the case in small retail on main street however. People continue to shop for clothing and specialty items in stores for several good reasons. Here they are:
Why people still shop in small boutiques:
The soul-less mid-sized chain out at the mall is easily replaced by an internet browser. The products can be sourced from anywhere and are often cheaper online than in the mall.
The boutique difference:
Your style, your mix of products, your staff, your location on main street puts you head and shoulders above online competition.
You have a way with defining the unique style of your small boutique
The locations and setting speaks to a higher level of thought. It's more fun than sitting in your living room at a computer
You can try it on and see it in person
Once you want it, you get it instantly.
The price is less of an object since service, uniqueness of the items and personal rapport with the staff makes the buying more pleasurable.