In the spring of 2019, Danny Caine, the owner of the Raven Book Store in Lawrence, Kansas, overheard a customer saying she could buy a new hardcover online for $15. Danny took to Twitter to explain the economics of independent bookstores and the thread went viral, putting the 32-year-old small business in the national spotlight. Danny comes on the Rework podcast to talk about why his activism and outspoken stance against Amazon haven’t just felt right, but been good for business too.
Nevermore, Amazon
If viewing a product in a brick-and-mortar store convinces me to by it, then I buy it there in that store. I consider it unethical to “check out” a product at one outlet, decide to buy it, and then go shopping for the lowest price elsewhere. I must buy it from those who convinced me to buy it.
Also, if I value the other services brick-and-mortar store provides, I should patronize and support their business.
I agree with Jeff’s sentiment generally, though I’d add a qualifier. If I see an item at a local store and determine to buy it, I will purchase from the local store unless the price difference between the local item and the online item is significant.
What I consider “significant” is influenced greatly by how the local store operates. Many local stores operate with an “ethos” that includes:
1. Friendly, familiar faces with whom to build a relationship / trust.
2. Expert knowledge and guidance which helps in choosing a product.
3. A willingness to answer questions even if it isn’t going to result in an immediate sale.
The truer these three aspects are of the local business, the higher the premium I’m willing to pay for the service.