Surviving and Thriving on Main Street

How Downtown Has Changed

Column by Rick Segel

Overview of frequencies

Downtowns aren't what they used to be — they are getting better. The 1990's brought a remarkable revitalization of America's downtowns. Yes, they are different than they were in the 50's and 60's when the downtown was the hub of commercial activity.

More on range and interference

Cordless phones

People are making an extra effort to shop downtown. They are willing to do that for something unusual. Don't ask people to drive out of their way for items that are sold in various other outlets.

Live by price; die by price. There must be reasons, other than price, to motivate customers to buy. Convenience, status, an item in short supply (remember the Beanie Baby craze), trust, and the expertise of the business rank are just as important (sometimes more important) as the price.

Back to top

¹Treat every customer as if they are making a special trip just to shop you. Ask yourself the question, "Why will someone pass five other businesses selling similar products?" The more unique the product and service, the more they will travel. For example, my 10,000 square foot women's apparel store had customers driving more than 100 miles weekly to shop at the store, because we made a market in "mother of the bride "dresses (highly unusual). We also had five dressmakers on staff who altered over 80% of what we sold.

The information contained in this article is only an overview of the subject matter made for general guidance to the reader, and is subject in all cases to limitations and disclaimers set forth in Staples' Legal Terms and Conditions.