Another wonderful article by Ken as expected! I totally agree that the mom and pops of the world make the shopping experience memorable and fun and you also feel like you are contributing to a friends success which feels good. There is a little boutique here on South Beach named, Metro which is owned by my two good friends Spike and Robert. They were not my friends until I started going into the store which says a lot right there. They have a little store that sits on a corner of the non-touristy part of the beach and unless you are a local you would not just stumble upon it. Metro has a steady flow of business and has been doing just fine through this last year. Why? It’s simple they get to know each of their customers and truly become their friends, so their customers bring in their friends and the domino effect begins… I get so excited to go in and not just see what fun new items they have for me to snoop through but to say hello and catch up with my friends. They are generous, kind and fun. Plus they give free alterations for anything you buy from them and even if you didn’t buy something from them they will still have the alterations done for you. They also will offer you a glass of wine from the little French restaurant next store and they give a little free gift for every purchase. The shopping experience becomes much more than what you take home in a bag….it becomes a memory and a smile which goes such a long way! Spike and Robert do it right and since they gave Julie the Frenchie a job and were my designer friend, Delilah’s first boutique she is sold in, they will always have a special place in my heart. They get it…it’s all about helping each other and supporting the community. I love these guys and think of them often as I conduct my day to day business! So I will see you boys soon and I will bring little Pearl for a visit!! xo -Julia

“Why Twig puts its faith (and business) into Mom and Pop stores”

I wrote the business plan for Twig Footwear in about five weeks.   When I was through, I sent it to several people whom I respect and have plenty of business acumen.   In one section of the plan, I listed the top 25 accounts I would pursue first.   Of these 25, all were “Mom and Pop” stores and Zappos.   One person whom I sent my plan to challenged me on my distribution decisions and asked why I did not include department stores or more internet sites.  ”I believe in Independents and I want longevity in the business”!   My colleague countered with “Independents are continuing to be compressed.   Are you sure this is the correct decision”?   Yes, I am 100% certain for what I want out of this business.

Shopping is our country’s past time.   Regardless of the economy, we still love it.   Over the last 20 years however, the dynamic of shopping has changed.   For all those reading this article over the age of 35, think back to your childhood.   Think about one of your favorite stores to patronize.   I can almost guarantee that it is a Mom and Pop.   For me, it was Langley Delicatessen,Captain Martins and Eagermans bakery in Newton, MA,   

Every Saturday morning if I did not have a game or previous commitment, I would accompany my Mom on the weekly errands.   We would always stop at Langley to pick up cold cuts.   I still remember Bruce, one of the “deli men” who knew my name and would always give me a slice of what ever my Mom was ordering as well as Dixie cup of Coke.  He would always joke around with me and my brother.   After Langley, we went to Captain Martins Seafood market for Lox(smoked salmon).   Captain Martin had a large tank of live lobsters and the Captain himself would pluck one out of the tank and hand it to me.   I was captivated and disgusted.    From there, we stopped at Eagermans for bagels.   We always ordered a dozen bagels(placed in a pink box and secured by string)  and whomever was working the counter always handed me an uncooked bagel.   My Brother and I would roll and stretch that uncooked bagel until it was long enough to place around an unsuspecting neighbors car(with no explanation).   It was great fun and these Saturday morning rituals provide truly fond memories.   

The memories were due to the people and to the experience.   This is what is sorely missing from today’s shopping experience.   Sure, Kroger puts out cookies for kids, but I can only imagine the look I would get if I asked for an uncooked bagel or if my son could hold a lobster.   Today’s homogenous stores lack character(and characters) to make the experience memorable.   For success and longevity, I believe one has to make the shopping experience memorable.  

Mom and Pop  stores have always adjusted to the competition regardless of where it comes from.   It first came from the “five and dime” stores, then the national interstate program(in 1951, interstates allowed drivers to avoid the down town sections of a town and provided direct routes to….), Shopping Malls,  catalogue companies,  Power strip centers, and finally, the internet.   Mom and Pop stores are able to adjust their business model based on all of these hurdles and survive.   If a department stores suffers from an economic set back, they rely on their vendors.   Mom and Pop stores rely on themselves.   Perhaps I just relate better to this mindset.   

In 2010, we have more ways to communicate with each other, but we interact less.   We are social animals who instinctually gravitate towards togetherness.   Sure, the internet is driving business right now, but sooner or later, the consumer will miss the interaction.   Going  to Facebook is no substitute for conversation.

A few years ago, I was calling on a customer in Wyoming.   I was a bit early to the appointment and the store was not yet open.   I walked across the street and looked in the window of a Mom and Pop store.   It was February and it was cold.   As I turned to walk away, the door of this establishment opened and the owner said to me “come on in, I just put on a fresh pot of coffee”.  He poured me a cup, and asked where I was from.  20 minutes passed very quickly and I as I got up to leave, the owner asked me to hold on a minute.   With this, he took a “to go” cup off of display (he sold Western Wear and gift items), washed it out, and poured me another cup.   I offered to pay but he refused.   He then uttered a line that is but one of the founding reasons I sell who I sell:  ”Being friendly is always free in my store”!   Well said!

I would consider it a personal favor to me if you would at some point this week, go out and patronize a local Mom and Pop business.   They are the ones who will lead us out of our current economic turmoil!

Ken Proctor
Front Man – Dad
Twig Footwear, LLC
c: 501.276.0140
e: Ken@twigfootwear.com
 www.twigfootwear.com