Set foot in Tiffany’s and you know by subtle inference that you will spend Money. Stroll into Woolworth’s and you know you’ll spend a lot less. The messages you get from the decor are carefully planned out; nothing happens by accident.
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In a very real sense, personal service is the main thing a small shop has to offer. True, you might be making much of your own inventory and carefully hand-picking the rest to offer your customers a merchandise mix the likes of which they’ve never seen. But the retailing giants who are your competitors are offering the same customers a gigantic selection of wares, often with vast price cuts and revolving credit plans, layaway arrangements, and periodic clearaways. As long as you compete against them with the magic of personal service, you’ll stand to win every time.
