What’s Important
Growing up, everyone had a favorite store or restaurant they loved to visit. Whether it was a toy store or a fast-food joint with a great play area, there was always that one place that sparked excitement. I grew up working in a store that many people considered their favorite. My family owned a pet store in a mall, and I worked there as a teenager and young adult. They bought it in the mid-to-late ‘90s, when the American mall was at its peak. Even in a modern mall, it remained a quintessential pet store, featuring a doggy in the window out front. Out of all the non-department stores, we probably had the highest ratio of foot traffic to non-purchasing visitors, and that was okay. The pet store offered a unique experience for people. They got to see birds, snakes, lizards, and other furry creatures, providing a break from the mundane franchises that filled the mall. For many, it was the only reason they visited the mall. Being different helped the business, but it wasn’t always enough.
Small businesses face a myriad of challenges in today’s world. Not only do you have to worry about a new shop opening nearby, but people don’t even need to leave their beds to shop or order food anymore. Why would they get dressed, get in their car, and drive to your establishment when they can meet their needs with a few clicks on their screen? Understanding consumer behavior can be tricky.
While some customers shop exclusively from their phones, there’s also a segment of the population that craves the human interaction experience. These are the customers who must be respected and treated exceptionally. In these crowded markets, you have to provide value; you cannot survive otherwise.
The customer experience varies widely depending on the people and industries involved. For instance, a group of women shopping together thrives on the social vibe, turning a trip into a chance to bond and catch up, while a mother and son tackling back-to-school shopping focus on practicality and shared moments. It’s not just about purchasing clothes or jewelry, it’s the unique rituals and connections that draw them in.
All demographics have their unique consumer behaviors. (Seniors shop differently than college kids, for example) Now, say you own a women’s boutique. You notice that foot traffic slows down and the number of repeat customers decreases. Consider sending out a social media post announcing that you’ll enroll frequent customers in a loyalty program offering 15% off purchases for a limited time. You can also create demand and a sense of exclusivity. Let your frequent buyers know your shop will be open for select hours just for them, with a charcuterie board and a drink waiting when they visit. If you’re just another boutique, they can sit at home and buy that dress online, so what sets you apart?
One of the most important lessons I’ve learned in business came from my time working at the pet store. In retail or any small business, you must improve the customer experience to succeed. In my experience, going above and beyond usually resulted in a sale or repeat business. A customer can shop from pretty much anywhere on Earth these days with the internet, so why are they choosing you? There was a time when you could be the only game in town, and people had no choice but to buy from you. That’s not the case in 2025. Your small business exists to fulfill a need, but today’s entrepreneur must go above and beyond more than ever. You must provide the value that customers demand to keep your business thriving.
What I love about small businesses in Southwest Georgia isn’t just that they provide goods and services to meet a need. It’s the human-to-human interaction that makes it meaningful. The best establishments are generational institutions rooted in local tradition. These places are dependable. You know what you are getting every time you visit. Their value is understood. Their brand is nearly priceless. You cannot put a price tag on Jimmie’s Hot Dogs in Albany or Pat’s Place in Americus, places that make you feel warm and invited, and remind you of your favorite childhood spot. At Oglethorpe Business Consulting, I use data to help businesses like these enhance customer loyalty.
Today, small businesses face challenges every day. For better or worse, the struggles of the last five years, including COVID, have made many entrepreneurs more resilient and smarter. They’re more nimble than they were ten years ago and are making every dollar count, improving the value of their products or services while putting the customer first.
That’s what I love about small businesses, and that’s what I’m passionate about. I’d love to invite you on this journey with me. Join my newsletter to learn how I can help your business thrive. Sign up at https://www.oglethorpeconsulting.com/newsletter.
Thank you.