If you can’t beat ’em, join’em online
Kaitaia couple Ian and Anne Walker know as well as anyone that being a small town retailer is tough, and hasn’t got any easier since the advent of the internet.
That was certainly the case for their main street business Marston Moor (formerly Paper Plus), where demand for stationery and books declined as demand fell and alternative ways of buying became available. However, Mr Walker said, the technology that had made life harder was also a lifeline, offering not only the opportunity for a revival but a real opportunity to grow.
Now Marston Moor was offering its complete range of more than 7000 products, from books and stationery to homeware, online (www.marstonmoor.co.nz), giving it access to a customer base far beyond Kaitaia and the Far North.
“We believe the internet provides a viable future for small independent rural retailers, like ourselves, to remain relevant and profitable in what has become a very disruptive industry dominated by big corporates,” Mr Walker said.
“While many retailers bemoan loss of business to online competitors, we have seen the opportunity to grow our local business by accessing a larger market.”
Marston Moor’s customer base had now expanded from 6000 to potentially 4.6 million, he added. It currently had more than 3000 online customers on its database as the result of the first attempt at going online with its now superseded online office supply business (www.officecentre.co.nz).
“For some years now we have sold office supplies throughout the country and across a huge range of customers, from the individual to the big corporate, government departments and universities. Now our online customers can also access books, homewares, gifts, and some technology on top of their stationery needs,” Mr Walker said.
“Since taking our first steps into the world of internet, sales online have grown to more than 30 per cent of the store’s total turnover. Even better, 50 per cent of that business is from outside the area, bringing much-needed wealth back into our local economy.
“A modern online presence is also of great benefit to our local customers, who can go online, check what we’ve got, what we can get, whether it is in stock, and either have it delivered or pick it up in-store. They will be able to see our prices are as good as anywhere else, if not better, and view our specials before entering the store.
“From our experience we would recommend other Kaitaia businesses seriously consider investing in online, if they are not already involved. It works for the little guy too!”