Retailer Differentiates, Succeeds Against Big Box Competitors

“In a small community a significant distance from a large city, there was concern and dread by the fourth-generation owner of a small hardware store when a "big box" hardware chain purchased a tract and announced their intention to build a modern, all-inclusive home and contractor's full service outlet. After all, his name was "over the door" and his extended family cautioned him not to lose their business "on his watch."

In a discussion with the owner, we pursued the question "what can you provide that the large chain, cannot/will not offer?" The client mentioned that over the years he had begun to provide on a small scale a specialty hardwoods products service to his building contractor customers, more as an incentive for them to patronize him for higher-margin, common hardware products than to buy elsewhere. He had not marketed nor advertised the service, but promoted it "word of mouth" to contractors as they expressed a need.

In summary, he downsized the hardware business except for providing smaller quantities of hardware items (for the Saturday home projects handyman/husbands) and began actively marketing hardwood products (specialty woods, moldings, et al) to a wider geographic area. His name has "stayed above the door" except for changing "hardware" to "hardwoods."

N. Gail Weinrich
SCORE SW Illinois (Chapter #423)
Godfrey, IL