and the need for them to be educated on buying local. However, if the local community is avoiding your outlet, you need to take a long, hard look at what it is you are not doing ,then change it – with a sense of urgency. Retail, irrespective of location, is about accommodating your prospective client’s needs with stimulating ranges, consistent availability, impeccable housekeeping and an unequalled instore experience. Never forgetting the distinctive advantage over your urban counterpart – a consumer who expects to pay a little bit more for the convenience. Whether a corner dairy, boutique, national supermarket or department store, the goals remain the same. There is nothing more infuriating and commonplace when dropping into local supermarkets to discover they are out of bread, milk and specials – a reminder of why the term ‘bread and butter lines’ exist. Why is it that the shop floors resemble cross-country racetracks and shelves remain plundered over the weekends? Inexcusable. There is nothing more frustrating than searching for advertised lines in the eerie vastness of department stores only to be advised by elusive staff that they are out of stock and suggest you head into the city. Why employ those who have less product knowledge than the customer? Inexcusable. There is nothing more aggravating than the reprehensible signs left on local boutique doors stating “Closed”, with a scribbled note beneath saying, “Gone to lunch – be back soon”. “Soon” may only be half an hour, or even a five-minute smoke break, but either way it’s usually enough to put off potential customers for good. Why hand your competitor the advantage? Inexcusable. There is nothing more irritating than aging fruit and vegetables or a poor selection of two-day old pies in grubby warmers. Dated signage and point of sale reminders that detail is unimportant – dangerous when dealing with food items. Why tolerate unruly groups who lounge around the outside of your store entrance? It’s uninviting, and even intimidating to some. Inexcusable. Before embarking upon a collective ‘Shop Local Campaign’, ensure your house is in order and that you are not giving the public reasons not to spend. Such campaigns often further highlight the inadequacies of local business rather than solve them. Word of mouth and community involvement (visibility) are your most powerful forces. Never ever, as a group or individual, blame the public for not patronising your establishment. Take accountability of your failures and have the courage to change. Make sure you speak to every person who leaves without a purchase – how else will you know what your potential customer is looking for? ‘Buying Local’ is a mute campaign if you are giving your customer what they want. Dave Farrell is retailer with three decades experience on three continents. He can be reached atalliance@vodafone.co.nz.