Is Bigger Really Better?

With the recent acquisition of Whole Foods by Amazon it begs the question whether this is really a good thing. Yes, it might benefit Amazon otherwise the deal never would have been made. But as an independent retailer and small business owner how are the little guys going to endure Goliath? Malls all across the country are shuttered or on the verge with many retailers everywhere simply going out of business. Amazon presents a strange paradox and window into the shift of the average consumer.

We want convenience and ease of shopping without having to endure lines, parking lots, and jostling crowds. But as an independent retailer, most of us are situated in anything but a mall. What can we provide that Amazon cannot you ask? Well, how about diversity, local jobs, and a stable local economy for starters.

When was the last time you tried to get in touch with a live person at Amazon to ask a question or resolve a problem? It’s no easy task. Depending on where you typically shop, the experience in of itself is as much a part of the total process as actually just acquiring a new item. For example, when I travel one of the activities is certainly to check out the local shops and restaurants. Exploring new areas and what that community has to offer is what makes it unique. And when you find something special or different, there is a certain satisfaction when you hand over your payment that you chose something that you really like. And you inheritantly know that your purchase has contributed towards the success of that business. I don’t think Amazon really cares one bit if you shop with them or not. And if you stop shopping with them, do you think they pause and ask “ Where did Ms. Brown go? I haven’t seen her in the store for a while.” Most certainly not.

What you gain from shopping at independent retailers is the personal, human interaction. I feel that automation has its’ place. But some things just don’t translate well long term and by cutting out all services that were traditionally held by humans seems to speak to an odd shift in our society where our personal devices and social media have us locked inside the four walls of where we live. I don’t think that is very healthy. I have a brick and mortar store situated in a small shopping center that is entirely comprised of independent retailers.

The setting is unique, family friendly, and offers a variety of services, diverse shops, and fun places to eat. I hope we all survive Goliath, as I think it would be a very sad statement if “Main Street” died. And yes, I do have an online presence, but it is only for the purpose of supplementing what is done in the store. As a gourmet store specializing in olive oil and balsamic vinegar, the entire shopping experience is premised on tasting the products first.

Online customers are customers that have previously been to my store, or experienced a store like this elsewhere but are familiar with what is offered. I truly believe that most online shoppers had a previous, in person experience at a store first before buying online. Retail will not completely go away because the strength of the independent retailer will prevail in the big picture. The independent retailer is part of the fabric of the community. I don’t think Amazon can claim that. Next time you are in Raleigh, NC, come by and visit. You never know what you might find.