By Sue DiFranco
Copyright © 2003 Sue DiFranco/Fun Facts Publishing  

I suppose my love of, and loyalty to, independent "mom and pop" stores began with the job I held through college at an independent music store (we called them "record stores" back then). Music Outlet was (and still is) the coolest place in the tiny area where I grew up, and I was thrilled to work there.

People would travel from all over to come to Music Outlet, for many reasons. Our ability to special order pretty much anything people wanted -  from classical to obscure heavy metal bands - and get it in within a week was one. Our unique selection and handmade "New Release" and "Top 20" boards were others. But the main reason, I think, was that the owner, Gary, made sure he only hired people who were absolutely passionate about music.

And we were! Each one of us was borderline-obsessed with various areas of music, our minds filled with the latest news and the oldest trivia. We would wax poetic for hours about music with customers and each other. We answered every question and shared our expertise and opinions with everyone who asked.

That's why people continued to remain loyal to us, even when the music chain store Strawberries moved into town. That's why customers are still loyal to Music Outlet, despite the arrival of the entertainment behemoth, Media Play, and ubiquitous Wal-Mart. That's why I wait to purchase new CDs until I visit my family every 1-2 months, so I can give my money to Music Outlet, someone to whom I truly want to give.

It works the same with other stores as well. Here in Manhattan, we could go to the chain video rental store (there are two within six blocks from us). But we found this hidden treasure (recommended by a friend - word-of-mouth at work) tucked away several blocks uptown.

Not only do they provide excellent service (free delivery and pick up) and have unique titles the chain store doesn't/won't carry, the staff there is passionate about movies. They know every piece of movie trivia, and, like Music Outlet's music-geek staff, can talk about films forever.

Scrapbook retailers have heard this advice over and over again - "Find employees who love what they do! Hire people who are passionate about scrapbooking!" There's a reason this is repeated so often - because it works.

As independent stores trying to compete with a growing influx of chains and franchises who want a slice of the scrapbooking pie, providing passion to your customers is a must. And not just excellent customer service ("Make sure you greet everyone who comes in," "Walk people over to the products they ask for," and all the other advice people like me and other trade magazines have been repeating for years) - but true, honest-to-goodness passion! This may even be one of the main things that keep customers true to you at all times - I know it has kept me loyal to my favorite stores.

But what about the rest of you who don't own scrapbook stores? This article is just as important for you. Get to know the independent stores in your area. Pay them a visit and see if there's anything different or special they offer that your local chain store can't provide. Is there a passion there? Extra knowledge and/or service?

You just may find your new "favorite" store - or you may find that it's no different than the local chains. But hey, it's worth a shot! Try it out and let me know how it works for you - sue@funfactspublishing.com  . I hope you all discover passionate, knowledgeable stores!