A popular candle brand just announced their partnership with Target. And while it may feel like a blow to small business owners, can I give you a different perspective?
I had a clothing and gift store in a Target shopping center for 8.5 years. I carried several gift brands that Target carried. My prices were always at MAP pricing, so there were times that Target undercut me. But my customers kept buying from me over Target. Why?
Because Target didn’t build relationships with them. Target wasn’t checking in on them when they had a death in the family. Target wasn’t doing a one-on-one styling appointment with them for a job interview. And let’s be honest: my customers weren’t walking into Target and being greeted, let alone helped much at all. Heck, they were probably having to use self-checkout.
Did I get the occasional complaint that I was overpriced compared to Target on the same items? Of course! But I first reminded myself that the complainers weren’t my people. I won some of those sales and I lost some of those sales, but I stopped worrying about what Target was selling and focused on what was working best for my store.
Instead of questioning whether or not to continue to carry a brand because a big box store picks it up, consider it an opportunity! Think of the good stuff:
- It's an opportunity to promote supporting a small business and keeping money in your community.
- This now gives your small business credibility because you're an authorized retailer of that brand too.
- If the big box store's marketing efforts result in that brand going viral, your store could benefit from online and in-store foot traffic due to supply and demand
- Think of those small shops who were carrying needoh before we all knew what needoh was (granted now they are TOO in demand for some small shops to get their hands on, but you get the point).
Make the most of the newfound brand popularity by doing the following:
- Placing the brand on a feature table in your storefront and/or featured collections on your website to promote it
- Including it on your "Brands We Love" tab on your website
- Adding the brand to your social media and email marketing campaigns to promote shopping local first
- Still thinking about cutting the brand? I'd make that decision with your data instead, if you don't see a dip in sales for that brand, why make the cut?
- Worst case, you could also choose to focus on specific products from that brand that the big box stores aren't carrying (how close is your relationship to the operator or your sales rep for that brand, maybe they can help advise you on this).Â
And most importantly, don't get discouraged. Remember, your customers can find almost any of your products at another store, whether it’s a small business down the street or a big box store.
But they can’t find YOU. And you’re the reason they’re shopping your store to begin with!
