Local expertise an important buying factor
C hoosing to buy where the expertise is — instead of getting advice from local businesses and then going elsewhere to actually make the purchase — creates a stronger community and retains the quality of customer service in Calgary’s locally owned businesses.
When shopping at a local business, you have the opportunity to get to know the owner, who can tell you about their inventory and source specific items for you.
“It’s a more personalized experience. It’s more authentic. You get a more individual and special experience when you shop at a local business,” says Jennifer Rempel, executive director of the 4th Street BRZ, a shopping district offering more than 35 restaurants featuring cuisine from countries around the world, plus shopping, entertainment, art, and medical and business services.
When people go to a local business district to shop, it can generate support for an entire business community, says Rempel.
“It also creates a sense of discovery when you’re shopping,” she says. “People love to find new hidden secrets and treasures that aren’t generic. Shopping locally gives you those opportunities.”
For shoppers who assume it’s always cheaper and more convenient to make their purchases online, that’s not necessarily the case. Shipping charges, duty and the exchange rate can bring the final price closer, and sometimes higher, although not in all instances.
“Shopping online does have its benefits, but there are some hidden costs such as shipping and duty, which are something to look into before purchasing online,” Rempel says. “It’s not necessarily always cheaper to buy online.”
And doing returns and exchanges if a purchase doesn’t work out is not nearly as convenient or quick, especially when shopping for gifts.
Shopping locally is convenient, and buying local gets you out of the house and connecting with the community. “It gets you outside and active,” Rempel says.
Making that initial connection and being “the” place to go for a product not only benefits the store but the customer, as well, adds John Franzky, an owner of Bow Cycle, which was established in 1957.
Once people have made an acquaintance with a store, its staff and what they’re selling, “loyalty starts to develop,” he says.
In the bicycle industry, there is a vast range of bikes available to consumers, and that’s where an expert in the know comes in handy, says Franzky, “because there are so many choices.”
Many customers need the expert help of a local bike shop to steer them through all the options to find the right bike and fit for their needs, he says.
Buying locally is good for the servicing aspect, too.
“If you’re buying something technical such as a bicycle — a piece of machinery that needs to work — it’s nice to be able to go back and take it to where you’re comfortable,” Franzky says.
“Let’s support what’s going on around us. It adds to the city, and keeps the whole economy healthy.”