I noticed an older woman writing details of our range of inspirational booklets, cards and books at our Frankston newsagency last week and approached and asked if they would like some assistance. Her story was the kind of personal story newsagents hear regularly, one which reminded us of the personal nature of our businesses.
Our customer was writing the titles of the small inspirational books we sell so she could keep track and not duplicate the titles she was sending to her sister who had recently been diagnosed with cancer and was undergoing intensive treatment in another state. She was sending a booklet a week and wanted to plan her dispatches, to make sure that she did not break the link.
We were able to identify enough titles in the series for the next six months and this clearly relieved her. She was certain that the booklets and their motivational messages were important to her sister’s journey with cancer. We talked for a few minutes and she moved on about her day. Her story and that of her sister stayed with me for it reflects a connection we have with our customers which, I suspect, would be rare in a more corporate business.
My customer didn’t have to tell me her story. That she felt comfortable to do that and we were able to help with more product like she was looking for created a connection which I cherish – if I could put it that way without sounding over the top.
The biggest change in newspapers, magazines, cards and stationery over the last ten to fifteen years is that these categories have moved from our local, family-run, channel to corporate businesses where the dollar is all that matters. In those barns there is little time for stories like I heard last week – it’s not one of management’s KPIs. Thankfully, there are still enough independent small businesses – newsagencies, pharmacies, green grocers, florists and butchers – where there is enough time for personal stories.
It amazes, even shocks me sometimes, what customers talk about. This past week, the personal story my customer’s sister and her efforts to maintain a caring connection by distance touched me and reminded me of the humanity of retail and why engaging with customers without focusing on the dollar is rewarding.
This is such a great read.
I am not a newsagent seller but am a total stationery lover.
I didn’t realise that the little person (me the customer) make such an impact on small business owners.
Reading this has made me want to purchase more products from newsagents rather than penny pinching at my local woolies.