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An Idea A Day by David Thompson

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MARKETING

THINK SMALL

Jim Blythe

MOST RETAILERS LIKE the idea of being big. Big stores run more efficiently, operate with fewer staff, and can carry a wider range of merchandise. Stock can be bought in larger quantities, which of course makes purchasing more efficient, and it’s easier to make an impact on the customers.

However, as with many other aspects of marketing, it often pays to swim against the tide and do something that other people aren’t expecting.

The idea

There are many locations in the country where small premises are available. Rail and bus stations often have kiosk-sized locations, and many High Streets have small store units. ...

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