Look like a chain, act like an Indie

In the December issue of HCN, editors examined high-performance concepts to help retailers ride the recovery in home improvement.

There’s a lot more to be said on the topic. For instance, Joseph Bona, president of Branded Environments, of New York-based brand agency CBX, offered HCN the following thoughts. In general, independent retailers need to play to their strengths all of the time, while imitating the national powers in some areas.

Or, in Bona’s words:

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  “The concept of connecting with customers on a local level is certainly more challenging for big chains than small independents operating one or more locations.”


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  “Independents have the ability to provide more customized experiences with a personal touch.”


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  “Organize your store so you look like a chain. Remove clutter, set store shelves so categories are easy to navigate, and use clear way-finding for those who want to be left alone and prefer hunting on their own.”


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  “When customers ask to locate an item, walk them to the exact spot — don’t just point in the direction and bark out, ‘It’s in aisle 4.’ ”


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  “Find your unique story, history or special service, and celebrate it — let your store convey all that’s good about being independent.”