Rich Waldbiesser of Six Feet Under Games in New Holland, Pennsylvania saw John Riley’s most recent column (see “Sharpening the Sword--Back from the Edge”) and agrees that focusing on “good customer service and a welcoming environment” is a good bet for retailers during tough economic times:
John Riley’s latest column is exactly right. In these economic times, the stores who give their customer the best value are the ones who will survive. This does not mean you have to discount your prices. Good value can come in the form of good customer service and a welcoming environment.
Even with potential economic disaster looming, we just finished an expansion which gives us 50% more space. Our store was to the point where, on at least three nights each week, it was uncomfortably crowded for our players and our shelves were becoming excessively full. Instead of doing what many businesses are doing right now and just making their customers suffer through cramped conditions and crowded shelves, we chose to put our customers ahead of our bottom line.
We now have play space for 120 people every day and tournament seating for up to 240 people. We are reaching out to any tournament organizer who would like to use our space for their events rather than renting hotel space. We will provide the space to these organizers free of charge unless we need to rent additional tables or chairs, in which case we will only charge them what we pay for the rental. This is a service to our customers and a way to help keep the costs down to organizers. We have also added a TO center complete with a computer containing all major tournament software, laser printer, shelves for storing prizes and tournament materials and a fully surrounded area with high and low counter.
Is this a risk? Quite frankly, yes. The first rule of business is that without risk, there can be no reward. All of you who own stores have already taken some form of risk by opening your store. Your customers keep you in business. If you treat your customers well and show them that they are important, they will be more likely to support you. Give them a reason to come to your store rather than a store across town. Give them a reason to not shop with the online discounters and instead buy from you. You, as a store owner, have expenses the online discounters don’t. The one thing you, the store owner, can offer that they can’t is good service and a friendly atmosphere. Give your customers what they deserve and they will treat you well in return.
The opinions expressed in this Talk Back article are solely those of the writer, and do not necessarily reflect the views of the editorial staff of ICv2.com.
