I’ve been thinking about what small businesses can teach larger ones about establishing and sustaining a strong culture, both in front and back of the store. I found at least one answer: Invite conversation and connection.
No small business I’ve encountered demonstrates this as well as Katie McCaskey and Brian Wiedemann’s George Bowers Grocery in Staunton, Va.
Resurrection of George Bowers
The thirtysomething husband and wife team from Manhattan chose the store’s name to honor the original George Bowers, a fellow New Yorker who ran a grocery in Staunton from 1881 to 1910.
The name of the business itself provokes current and prospective customers to talk. In fact, Bowers' voice is featured in the grocery’s marketing materials, including the blog post, “Letter from a Dead Grocer."
Proprietor Brian Wiedemann showcases a selection of Virginia-made items in front of a photo of George Bowers.
Grocery as Hangout
Katie and Brian describe the grocery’s culture as unconventional, fun and casual.
“We want to send a strong message that we are warm and welcoming, and that our emphasis is on the neighborhood where we live and work,” Katie says.
When George Bowers customers come through the door, they aren’t just there to pick up some bread or milk. They’re in the store for an experience. Sound familiar, larger retailers?
After having a drink in the beer garden, they might check out the vintage Star Wars memorabilia or the family heirlooms throughout the store. Maybe they'll listen to a dusty Frank Sinatra record on an old Victrola.
“Everything has a story attached to it, and this allows us to build a genuine connection between retailer and customer,” Katie explains.
Back to Small-Town Basics
That connection extends to knowing customers as if they're family. Katie and Brian pride themselves on knowing which wine I served at my dinner party last week and my dietary restrictions. And, they take responsibility for integrating me into the community, introducing me to people and opportunities in town I might not know about.
The couple's approach saved the grocery when the business was beset with financial hardships and unexpected obstacles in recent years. (A difficult landlord, for one thing.) Katie claims that George Bowers’ survival was due in large part to zealous customer support.
“It’s a testament to our loyal customers that we never experienced a ‘no sale’ day even during the hysteria of 2008 and 2009.”
Lessons for Retailers Large and Small
If you’re a small retailer, it may seem daunting to create a culture from scratch, but try to see it as your chance to be as nimble and creative as you want.
“Indie retailers have flexibility that’s hard for the bigger players to match," Katie says. "We can quickly experiment with new ideas at a minimal cost, and implement changes accordingly.”
And if you’re a larger business, you can learn from George Bowers’ success and strive for the local touch. Consider what makes each of your locations special, and build on that until every customer interaction is different from the last.
“Customers are tired of being seen as commodities,” Katie says. “They yearn for meaning, relationships and a sense of place. Businesses that can capture these elements in their culture are unstoppable.”
Check out the book, Small Town Rules: How Big Brands and Small Businesses Can Prosper in a Connected Economy, by Becky McCray and Barry Moltz, for more ideas. Learn ways to connect with your customers and try survival tactics that local businesses use to survive seasonal fluctuations.
Alexandra Levit has been a nationally syndicated columnist for The Wall Street Journal on business and the workplace. She is the author of Blind Spots: The 10 Business Myths You Can’t Afford to Believe on Your New Path to Success. As Money magazine’s Online Career Expert of the Year, she regularly speaks at organizations and conferences on issues that modern employees face.
Learn more in OPEN Forum's Company Culture 2012 series.
Pictured: George Bowers Grocery when it opened it's doors in 1881.
Photo credit: Courtesy George Bowers Grocery