Currently, there are 28 million American small businesses, which account for 54% of all U.S. sales (Patriot Software 2016).
In the Internet Retailer 2016 Second 500 Guide, the most successful e-commerce companies in the middle tier have outperformed their larger rivals by identifying and leveraging their sweet spots (Internet Retailer 2016). Second 500 web merchants, whose 2015 web sales fell between $1.7 million-$28.3 million, are solid proof that small can indeed be mighty. As a group, they grew their online sales last year by 14.9% to $6.99 billion, ahead of their larger Top 500 competitors, who grew at 13.5%.
Many smaller retailers rely on Small Business Saturday, an initiative launched by American Express (CNBC 2016). In its seventh year since the recession, Small Business Saturday events and entertainment encourage consumers to shop at small businesses versus big-box stores and malls that draw in Black Friday shoppers.
However, as a smaller retailer, competing for e-commerce dollars during the busiest shopping season of the year is no easy feat. With higher than ever stakes, how do you tackle the big retailer squeeze?
Avoid Getting ‘Amazoned’ This Holiday Season
Smaller retailers face the constant struggle of having to match the convenience that Amazon offers, while personalized and trusted product content, including digital assets and insights, to keep streams of loyal consumers returning.
The only way is to create a better end-to-end user experience that is driven by customer insights. Failure to deliver on this experience will mean leaving revenue at the door – revenue that Amazon will be happy to gobble gobble (pun intended!).
86% of companies want to excel at customer experience. But only 27% even qualify as “good” in the eyes of their customers (Forrester Customer Experience Index 2015). One thing is for certain regardless of your size as an organization:
Consumers expect a seamless path to purchase from discovery to delight across all channels and devices.
Agile Is The New Black
One of the greatest benefits a small business has is that they can react much more quickly than most larger corporations or big box stores. In other words, if you see an opportunity to introduce a new vendor, you can make this happen more quickly than the many steps necessary it would take at a big box store.
For example, if you see inventory sales have gone cold turkey (pun intended!), you can help move it through displays, employee engagement and even marking it down to help it sell faster.
Big retailers have the advantage of large scale systems that optimize processes. However giant companies suffer when they lose touch with the granularity of their businesses. As a smaller retailer, you can better understand how swiftly consumer needs change prior to larger competitors because of direct contact. You are better equipped to deal with changes in the environment and test new ideas quicker among customers without obstacles.
Retail Is Big On Small Business
Gaining a national footprint no longer relies solely on big brand partnerships – with the right attitude, resources and strategy, small business have the power to go it alone.
And if a little support is needed to survive holiday pressures, there may even be opportunities to partner collaboratively with industry giants. Smaller retailers may offer flexibility and a more intimate customer experience but when coupled with their larger, wealthier counterparts, the global market offers an array of quality goods and services. If you can’t beat them, join them!
1 “The State of Small Businesses in the U.S” Patriot Software. 2 May 2016. https://smallbusiness.patriotsoftware.com/small-businesses-in-the-us-infographic/?utm_source=FRB45&utm_medium=article&utm_term=smallbiz_sat&utm_content=GBL
2 “Keeping up with innovation keeps smaller retailers in the game” Internet Retailer. 13 June 2016. https://www.internetretailer.com/2016/06/13/keeping-innovation-keeps-smaller-retailers-game
3 “A secret weapon to help small retailers on Black Friday and Small Business Saturday”. CNBC. 23 November 2016. http://www.cnbc.com/2016/11/23/ai-software-aids-retailers-on-black-friday-small-business-saturday.html
4 “The US Customer Experience Index, Q1 2015.” Forrester. 6 October 2016 https://www.forrester.com/report/The+US+Customer+Experience+Index+Q1+2015/-/E-RES117482
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