While reading the paper about a local shopping district that’s being revitalized, I came across this quote from Samantha David of WS Development:
At the end of the day, people don’t need to go shopping anymore. You go shopping if you want to. If you need to buy a new sofa or a pair of sneakers, you can do it online from your sofa in your house.
The important part of that quote?
You go shopping if you want to.
Ms. David goes on to add:
The burden is much
higher….on the retailer to provide something else to get people excited. It’s less about the purchase and more about the experience now. Retailers have to provide a service you can’t get online…
So what can we as resale retailers provide our potential customers with, as an experience they can’t get online?
Maybe it’s the way you and your staff show your customers, one-on-one or by the very look of your displays, how to combine purchases for a unique look. That high/low combination: the Banana Republic jacket with the Hermés scarf, or the Ekornes chair with the Pier One lamp snuggled up to it.
Maybe it’s the warm cider or cool water they can enjoy in your shop, or the scents, or the music. Or the play area that their kids beg to come visit, or the elegant armchair and current magazine that keeps their shopping companion comfortable and patient.
Maybe it’s the hustle-bustle of “wow, this is a happening place” as suppliers and shoppers come in and out. The affirmation that they are in the happening place.
Maybe it’s the warm welcome you extend to every customer that makes them feel a valued part of your business and your community.
Maybe it’s the sheer variety of goods you offer. After all, what new-merchandise store can offer 200 different tops for them to choose from, or dozens of candlesticks in every imaginable material and style… every one of which is at a price that will motivate them to buy two, or three, or five at a time?
Provide something to get people excited. Make them want to come shopping at your place.
What is YOUR unique experience in your shop? How do you tell folks about it? What could you develop that is specifcially tailored to your business, your community, your shop’s branding or even your own personality?
Auntie Kate The Resale Expert 
I have been in business 9 years and the buy sell trade sites are growing everyday and seriously hurting my business! They don’t pay rent, employees, taxes, etc. There must be 100 sites on FB alone in my area plus the Varagesale site nationwide app. It’s tough when a friend tells me she makes 700-1000 a week clear cash for herself ugggg!!
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Interesting, Marsha… how is your business working with this phenomenon, and getting its “$700-$1000”? You certainly have the advantage of hundreds of suppliers bringing you items which most “civilians” don’t.
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if you cant beat em, joing em… if people are doing that well with varagesale in your area, it sounds like a great place to market your business, are you posting items on there too? try posting 5 to 10 items a day on there… you may have the expense of a brick and mortar, but you have the CONVENIENCE people like/need. No one needs to make an appointment, they have hours they can stop in at their convenience to get something shown in your varagesale and when they get to your store, they may find other things to buy too.
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Kate,
This was excellent. Thank you.
Judy Roberts
P.S. Do you have a book on how to create excitement? Some new ideas. After being in business 8 years, I feel like I have tried it all, but I bet you have a few new tricks!
Warmly,
Judy Roberts
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Thanks, Judy. For some resale-specific ideas on events and promotional angles in your shop, 229 Promo Ideas has lots of fuel for your creative fire. And in addition, Promote with Pizzazzhas ways to make the MOST of every little exciting event in your shop before during and AFTER, to build loyalty, focus attention, and cultivate your branding.
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