Question

Topic: Customer Behavior

Drawing Customers To Not So Great Location

Posted by Anonymous on 1/25/2010 at 9:04 PM ET 125 Points
I am starting a clothing and childrens' gear consignment shop in my small town. I will be locating it within my home, in a separate suite. The entrance is at the back of the house. I live in a nice "suburb" neighbourhood (not a down town or central area) with some walk by traffic as I am half a block from the school and park.

What can I do to best attract people and get them to come into my store?

I will be advertising regularly in the local newspaper and plan to put up a sign in front of my home (not too large though).
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RESPONSES

  • Posted by thecynicalmarketer on 1/25/2010 at 10:42 PM Accepted
    You have a proven successful idea but a horrible location. We had a "Second Hand Sports" near where I lived and a lot of our gear came from that store, but it was in a very busy shopping center.

    I spent about a decade in retail about half a lifetime ago and in the space we have in this forum I couldn't begin to explain the effort and science we put into selecting the right location based on important factors including demographics, traffic, access, and several others. Also keep in mind that most consignment stores were successful in pre-eBay days. Now you can find everything online faster and with less hassle.

    I also wonder how you are getting around local ordinances and zoning laws as well as the future wrath of your neighbors. You will bring some increase in congestion and an increase in minor crime to your area. Bottom line - if you can trade your advertising budget for a better location, then do it.

    If I haven't discouraged you yet (not my intent), then I think your best approach is to have a garage-sale kind of approach. You will need really low prices and lots of fresh (used) gear rotating through to keep people coming back and I would focus on that in your advertising.

    I applaud your courage and resourcefulness in starting your own business and wish you success.

    Best of luck, JohnnyB
    if you like the advice, read the blog: https://bit.ly/75KkSG
  • Posted by michael on 1/26/2010 at 7:37 AM Member
    Just be REALLY careful about zoning. You have all kinds of issues relating insurance and signage and your great success will creat problems for your neighbors.

    Check on whether there is a limit to the number of yard sales you can have per year. that would be a safe test.

    Michael
  • Posted on 1/26/2010 at 8:10 AM Author
    My town is a small rural town, and there are only two choices for store space right now - one is large and very expensive. I could not afford it. The other is affordable, but rather run down and needs some work. The owner is in no rush to fix it up.

    I've been going back and forth in my mind about opening up in my home to start and hoping something else comes available downtown later, or going ahead with the very visible but worn out store right now. Maybe it it would be worth it to do the work myself to update it.

    Just to remark about used stuff sales on Ebay - I'm in Canada and our shipping costs are much higher than in the US. It doesn't make much sense here to buy a $4 baby outfit and pay $10 to ship it to your home, when you can buy a new outfit for $15. Used childen's stuff stores do very well in neighbouring communities.

    Pam
  • Posted by Jay Hamilton-Roth on 1/26/2010 at 9:13 AM Member
    Is there a nearby Mother's club, church club, or even a Kindergarten class that you could specifically invite to an opening? You're not really in a good spot for walking traffic, so focus your energy on people who are likely to need your things.
  • Posted by marketbase on 1/26/2010 at 10:43 AM Accepted
    Lots of super advice from the members above; be doubly sure to play according to local zoning rules! IMy preference from this standpoint is going with fixing up the 'down n out' location, making it into a 'gotta go there destination.'

    Select a memorable color, logo and/or name and be sure to use that consistently--put it/them on everything you post. It's all part of your business' brand. Consider advertising in all local church bulletins/ewsletters; store, library and municipal building/office bulletin boards. Notify local food bank(s), Girl and Boy Scout leaders,
    economic development office; youth services and park & rec groups.

    For additional PR, each season, consider having a donation collection of winter coats, sports gear, summer fun toys, etc. that can be either given to or sold at substantially reduced prices to the needy (perhaps in conjunction with the food bank/town depts). It's a good thing to do and binds you ever tighter within your community!

    Best,
    jag
    MarketBase
  • Posted on 1/26/2010 at 9:33 PM Author
    Thanks for the great help. I think I'll jump in and make the "down n out" location my choice, instead of my house. It just makes more sense when I sort it all out. Great ideas for driving people to my store in either location - thanks!
    Pam
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