What Store Hours Say about You
Shane Gottwals
www.gottwalsbooks.com
There is nothing more frustrating than that locally-owned business who chooses to close right before or right after you arrive, correct? It’s almost like the indie shops should do everything like the larger chain stores, including hold early and late hours.
Why should customers expect this out of privately-owned business? Well, when you think about it, we often tout that we deserve their business in order to “keep it local.” Don’t the customers deserve extended hours? Don’t they deserve everything that the chain stores can give?
This is just the thing. Indie bookshops are not corporate giants. Oftentimes, even these giants will keep late hours while not making large profits during those hours simply so that they are known as an all-hour joint. Confusing? I call it the “Wal-Mart Effect.” Anyone will shop at Wal-Mart because of their lack of exclusivity. In other words, they have, literally, an open door policy. They never shut! Psychologically, this gives the consumer confidence, knowing that this particular business does not and will not shut down.
