I had the privilege of hosting a webinar recently with Holly Tucker MBE. Holly is a champion of small business. She founded the UK’s first e-marketplace for small makers/retailers, NotOnTheHighSteet.com, and is now running Holly & Co, providing small business support & advice. She’s a passionate, whirlwind of energy and incredibly optimistic about the future of small business. And so I am.
Why? Well, this year for all its challenges has shown me the incredible power of small businesses when it comes to providing a quality product and, more importantly, a great, personal experience. All at a time when many large businesses have been unable to change course/pivot or reinvent.
Now, I grew up in the 70s and 80s, and have no nostalgia for the high street of yesteryear. Service was poor, shops were unpleasant and range was limited. The experience, quite frankly, was awful and many retailers were outmanoeuvred by big box retailers, who gave a cheaper and ultimately better, if somewhat impersonal, experience.
But two things have changed. Firstly, experience now is king. Many consumers are making decisions not necessarily on price, but on customer experience. Secondly, digital technology has been democratised via eCommerce products such as paypal, iZettle, Shopify and Magento, meaning smaller businesses can now offer a slick(er) online experience to complement their previously non-scalable personal approach.
I’ve lost track of the number of small businesses I’ve turned to this year (Full disclosure : its a blended approach - i still buy commoditised items via amazon) and they all provide a “frictionless transaction” together with genuine gratitude for your business.
And that is what the future of retail is about. For those retailers struggling to figure out why people don’t want to buy their sub-standard products in an impersonal warehouse, staffed by disconsolate staff who make you feel like they’re doing you a favour, learn from small business. The future is a personalised, human experience. Small business is doing it REALLY well. And Holly summed this up nicely as, when it comes to marketing, it’s all about “Community, Storytelling & Connection.”
Finally, shout out to some of the small, local businesses that I’ve come to love in 2020. Many are local to me in West London, and most deliver nationally in the UK (of course!)
PAI Skincare (@paiskincare) for hand sanitiser, that match-donates to key workers
Chief Coffee (@chief_coffee) for coffee beans ordered via Instagram and delivered to my door within 2 hours
Lost in Scent (@lostinscent) for amazing, perfumed candles with a lovely handwritten note
Pearson Cycles (@pearsoncycles) for cycling know-how, and getting stuff delivered by bike
JJJ Vinyl (@JjjVinyl) for my mystery monthly vinyl record selection, always accompanied by a handwritten note on their choices
The Rib Man (@theribman) for the best hot sauces
La Latteria (@lalatteriauk) for freshly made burrata and mozzarella
Buns from Home (insta: bunsfromhome) for cinnamon croissant-buns
Dorothy (@Dorothy_UK) for beautifully clever prints and artwork based on pop culture
Unknown Pleasures (insta: unknownpleasuresdrinks) for premium ready made cocktails (try the Espresso Martini!)
Only With Love (insta: onlywith_love) fresh beers & kombuchas
Bookshop to order books from a network of local bookshops
Image : https://holly.co/campaign/marketing-kit