October 8th 2017 | Julia Becerra

Where everybody knows your name, your mindset and your favorites.

What is it about  #MomAndPop stores that makes some of us cherish them ?

Perhaps it is the feeling of being recognized, welcomed, and well served.   It gives us the idea that owners are as interested as we are in making sure that we as costumers have a good experience when dealing with them. Whether it is a restaurant, or a boutique or any other type of business, there is always that belonging feeling when we step in that sort of place.

Perhaps, the first time at a Mom and Pop store, the difference between stepping into this type of business vs. stepping into a main street one isn’t as noticeable.  But by the time a person steps out of the Mom and Pop store the curse is on! The desire to be back, to feel the gratitude for being a customer is there, not to mention the appreciation for the good quality of the products offered.

The sense of belonging is  palpable even when ordering an item over the phone; for example when ordering from a restaurant ;  they know who you are, what are your favorite dishes..  how do you want them cooked etc.  If ordering from a boutique, they know your size, your preference in fabrics, colors, textures and styles. Without having a CRM software (customer relationship management system) they confidently ask about that trip you took to Iceland two summers ago or about your son or daughters schools liking.

These places are part of your neighborhood for the most part or within walking distance from your job.

Although a lot of these Mom and Pop stores initially had struggled and failed against the department stores and online giants like Amazon, they are not fading away.  By the contrary with so many major retailers struggling to stay afloat, a.k.a. the recent demise of retail giants, there is a brick-and-mortar vacuum for local stores to fill.

And many experts say it might be best to stay small. Being a small business that’s an integral part of a local community can help build a loyal customer base. In fact that it is how they originated in the first place.

And it is not just stores and restaurants. Small boutique hotels and family owned bed and breakfasts are stealing customers from the big fish. Why is that? The fact is simple. While the big competitors can provide good service, they often fail to provide a personal touch. The personalized and a completely unique experience is something that an owner owned enterprise can easily offer. And something that a customer always cherish! Appreciate, enjoy.

California Pizza  may be great, but it cannot match the level of “personal” touch that my local Italian Trattoria (Lilian’s pizza)  gives me. The owners knows me, I know them.  They guess my order I just confirm it.  There is no receipt. I may even have a tab there. They have been part of the neighborhood for more years that I have been a resident of it.

These small businesses have a brand lying around that they do not know of. People searching for places where they can feel comfortable, where they can enjoy good authentic food or boutiques where they can get personal service.

The story behind the term “off the beaten track” initially used for travel guides and now used for almost anything, is probably that:  a search for places and experiences out of the norm provided by the usual places.

The interesting thing is that without being fully connected to the digital world, a lot of these places benefit from the social media.  Any time a person post a comment via FB or Twitter or any other social media site, it is tapping in its power to increase their clientele.

Some  other places, like boutique stores etc, have  decided to build their own online stores and they intend to target their existing clientele by providing them an additional way to keep their shopping casual and personal. Do you want to walk in and be greeted in person? Do so.  Do you prefer to shop with them from the comfort of your home? Go for it!

They use services like  Volusion and Shopify to create their online presence but they do not step away for the personal service that identify them.

It is true that in terms of pricing they do not always compete with the Wal-marts or the Macys of the kind but would not you be willing to pay the extra buck for being part of it. For being part of the place where everybody knows your name your likings and your favorites?

So this Columbus day, treat yourself. Go to your local Mom and Pop store right in the comfort of your neighborhood.  Stop by the local bar order a drink and say Cheers!

 

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