VISIT YOUR COMPETITORS

FOR ALL TYPES OF RETAILERS

No matter what the economic environment, it is imperative the small business owner know what their competition is doing. In excessively trying times, such as those we are currently experiencing, it is even more important to “know thy competition.”

Many on and off premise accounts think a mere perusal of the newspaper will inform them as to exactly what other accounts are offering the customers you all share. Nothing could be further from reality.

In the off premise, many of the items designed to impact the consumer are in-store…not advertised at all. These could be the re-alignment of the store, altering the store’s traffic flow. There could be great, creative displays and food tastings in all aisles. While I am not a big fan, there could be a huge wall of gift baskets. Competitive pricing is always good to know.

Experiment with what you like. Copy and improve on the best ideas. Be creative.

In order to be the smart retailer, you have to “take a tour.” Decide who your key competitors are and physically visit them all. If you own an on premise account, look for things that stand out. Things that interest you. New brands, new dispensing devices, new and different menu items, including specials. Anything out of the ordinary. Look at pricing…everyday prices on the menu as well as any promotional prices on table tents, place mat, signs or menu boards. Take it all in. Take notes to help you remember who had what, when and for how much.

This type of tour is done for one basic reason. To copy the good ideas you see and to improve on them. There is absolutely nothing wrong with copying a good idea. Remember, "imitation is the sincerest form of flattery." The only negatives are not making this competitive tour or not improving your marketing because of what you find.

Every individual retailer has good ideas. By visiting your major competition you can use the combined creativity of a number of retailers to make your place #1.

Your comments and questions are welcomed. Just go to the end of any post and click on the word "comments," in comments links to this post. That will take you to a site where you can add your comments or ask a question.

Training seminars are available for suppliers, distributors and retailers. Contact us for information on specific details and costs.

Thank you for your support.

Don Apostolos
The Apostolos Pro Beer Post

973.692.9585

dapostolos@optonline.net