Excellence
is the aim is almost every human endeavour and retailers, instead of bleating
about the loss of business to technology, need to find ways to make their
product (physical shopping) a more engaging experience. And they can do that by
thinking outside the square and being excellent in everything they do.
Calling
markets “gritty” is favoured by some traders and even global retail experts
like David O’Neil. But I have yet to find a customer say “I love the grittiness
of the place”. They love the people, they love the connection with first level
business, they love the freshness, and they love the cheap prices.
A certain
grittiness is acceptable when you are the cheapest act in town but when your
competitors lift their game, meet your price, and offer equal or better service
in other areas, then grit becomes just what it is.
The problem
with “grittiness” is that it is often used as an excuse for less than excellent
performance and it manifests itself in untidy stall presentation, poor service,
resistance to change, and refusal to put the customer first.
Markets are
great places for direct access to goods, and keeping things simple is a great
way to keep prices down. But there are plenty of inexpensive ways to engage
customers and provide excellence in service and presentation. Excellence will
beat grittiness any day.
By Greg Smith