The future of brick and mortar stores
Online shopping has impacted small town boutiques, and stores must decide how they will respond.
Locally run boutiques used to be the only way for some people to shop, but everyday more and more people decide to order what they need online. In the world of internet shopping, stores must compete with the emerging online market.
Large companies like Amazon and eBay change the shopping game, and local stores are forced to compete by either transitioning to online or highlighting traditional values.
Stores like Poppy Ann’s Boutique adapted to the popularity of online shopping by allowing their customers to order from their social media accounts or purchase over the phone.
The store’s owner, Poppy McGovern, said that purchases can be made from all over the United States.
“We ship all over the United States. The other day I had someone in Washington order,” said McGovern.
Poppy Ann’s Boutique will soon launch a website to allow shoppers more ways to order.
McGovern stated, “We are going to focus more online.”
Some store owners are choosing to transition to a primarily online presence, and other stores are keeping to the traditional shopping experience.
The Mulberry Tree, owned by Kristy Berner, is one of the stores choosing to forgo online shopping.
Berner has no plans on turning the Mulberry Tree into an online business, and for her online shopping would undermine the purpose of the store.
“I don’t think I will ever have a website for people to order online. My specialty in my mind will not be online.” stated Berner.
Berner wants to keep the personal aspect of shopping alive.
She said, “I pride myself on personal sales.”
Jadi Foster, a model for Obsession boutique in Hammond, explained the personal experience local shopping can have.
Foster commented, “Typically, you know local business owners. and they know you, so they truly care about you and the community they are working in as opposed to a corporate business.”
Many stores are faced with these two options: modernizing or keeping with tradition.
Online shopping offers convenience, but it also eliminates personal contact.
For McGovern, the addition of an online presence allows her to spend more time at home with her family.
“I guess as an owner you enjoy the free time,” she commented.
Comparatively, Berner chooses to stick with the brick and mortar store.
Berner explains,“I’m not that eager to make a sale on an online business. I would rather know the person and pick out a gift I know they would really want instead of just a quick sale.”
The current situation the Coronavirus has created has given small boutiques even more challenges.
Poppy Ann’s Boutique rents and sells tuxedos, but sales were lost due to proms being canceled.
“We did lose our prom season,” McGovern stated.
Stores are also faced with handling the different ways their customers have reacted to the crisis.
Berner noted,” You want to honor people’s concerns.”
Store owners and employees are forced to decide how to operate in this global crisis.
The Mulberry Tree and Obsession Boutique have already reopened, and they are taking precautions to protect their employees and customers.
Foster explained how Obsession Boutique is reacting, “Obsession recently opened back up and all employees are required to wear masks.”
