The media nowadays is full of doom-and-gloom for “the store “. For example, a couple of weeks ago real estate investment news site National Real Estate Investor named nearly 20 retailers that are expected to close stores in 2017 (J.Crew, Guess, Gymboree, Claire’s, BCBG Maz Azaria, American Eagle, Aéropostale, Abercrombie & Fitch, Wet Seal, Neiman Marcus, Macy’s, J.C. Penney, Chico’s, The Limited, Bob’s Stores, Eastern Mountain Sports, Gander Mountain, and Payless). The website Seeking Alpha posted a story this week entitled “Is There An Upside To The Sears Debacle? “, lamenting that rumors of bankruptcy are everywhere following the Sears Holdings (which owns Sears and Kmart) January announcement that it would be closing 150 stores in 2017.

And store closures aren’t the only news; operators like Wal-Mart Stores, Target, and Best Buy are experimenting with smaller store formats so that they can better penetrate urban markets (according to several sources, the world’s urban population is growing at 2X the rate of suburban and rural markets, with the total world population expected to be 60% “urban ” by 2030).

And then of course there’s Amazon.

So it’s no surprise that “the store ” is under such duress. “Digital ” is challenging the whole raison d’être of the store for whole categories of merchandise – anything for which the digital equivalent of a product is “good enough ” for a consumer to opt for the price and convenience of direct delivery. Industry consolidation is happening. And basic demographics are working against not only the continued growth of suburban stores, but even against the sustainability of all that square footage already in operation.

It’s just a tough time to be a store-based retailer nowadays, no getting around it. And although RSR firmly believes that there is a future for physical stores (read my RSR partner Paula Rosenblum’s column on a new program we are launching that is intended to help retailers get to that better future), there are plenty of pundits and prognosticators that aren’t so sure.

My Weekend Shopping Trip

This weekend, we decided to get out of the house after days of nonstop rain, and headed up the road to charming Nevada City, a quirky little hideaway in the heart of Northern California Gold Country. There are no chain stores in Nevada City (yes, it’s one of “those ” places! The City Council has an ordinance against chain stores). One of our favorite stops is Judi’s of Nevada City. Judi’s brand promise is “contemporary women’s wear ” offering “great looking clothes and individual attention in an elegant and comfortable setting “. And you know what? it delivers exactly what it promises. Judi’s is one of those stores that is a splash of color in an otherwise bland and commoditized retail world.

I said “hi ” to Judi, the proprietor, and complimented her on how the store looked, but she seemed a bit down. So, while my wife was looking at some of Judi’s brand-new Spring collection, we talked (after all, that’s what RSR partners do – we talk to retailers about what’s worrying them!). Since we’ve been to the store several times before, and she knows about my long involvement in the retail industry, she felt comfortable about expressing her concern that “this might all be for nothing “.

Apparently, Judi had recently gone to a local small business conference where one of the speakers basically said, “you’re toast ” (What an un-civil world we live in! I hope she didn’t pay to hear that). Judi said, “We do everything here. We work with vendors directly – I pick out the buttons and the fabrics, and we try to work with companies with local ties, not some big manufacturer that we’ve never met. I just have to believe that people see the value in that – you won’t see these fashions in a Macy’s or a Target, and you can’t buy them on Amazon. Why wouldn’t people want that? ”

My answer to Judi’s question was simple: “they do “. Not only do I feel that way, but I think it’s the natural outcome of all the big-retail trends occurring. The more that products commoditize, the more people will enjoy the antidote to all the sameness. Think of the popularity of some antidotes to commoditization: heirloom tomatoes instead of the perfectly red, round, and tasteless ones you can get at the supermarket; a good microbrew IPA instead of a Bud, that perfect-fitting sports coat from “the Hong Kong tailor ” instead of the off-the-rack one that actually costs more. I’ll bet you have an example from your own life – something you enjoy pampering yourself with.

This all goes back to something my old boss said to me years ago, that “retail is entertainment “. Given the opportunity to pamper yourself, most of us will indulge from time to time – it’s fun! And I can’t think of a better way for someone to pamper themselves than by finding that unique “something ” to wear that makes them look good. But more than that, Judi works with her customers, finding the right sizes, the complimentary pieces and accessories, and helps put together the whole ensemble.

Think Like A Sole Proprietor

Beyond praising the brave retail entrepreneur, there’s something for us all to learn. First of all, consumers aren’t a bunch of lemmings – we all like to feel special, and a good retailer for even the most commoditized products can make the customer feel a little special. Secondly, watch what the big commodity players do really well – and then go do “the other thing “. While I’m all in favor of all the great benefits that “digital ” can bring to the shopping experience, it’s not the only way to go. In the end, being able to relate to a customer at a personal level, and honestly and enthusiastically solve their lifestyle “problem ” with them is still the very best way to go. It’s why I got in retail in the first place – because it’s really a satisfying business when it works for both the buyer and the seller. That’s what “one-to-one ” really means, and what the best sole proprietors deliver with every customer interaction.

For “the store ” to thrive in this “digital ” era, everyone in the store needs to think – and act! – like sole proprietors. As a consumer, I’d love to see it.

BTW, we walked out of Judi’s with some beautiful new fashions for Spring!