One of the most frustrating experiences for a small business owner (in towns like Benicia or elsewhere) is that many people look but many fewer actually buy. Even when we have developed a regular array of regulars, we still find that the percentages of those who convert to actual buyers is much less than in larger stores--and this seems to be true even when prices are comparable!
The question is why?
Few of us understand why. Sometimes it is because customers have their favorite stores, which they go to visit without giving much attention to other stores. Other times they experience something new but do not know whether to proceed to the buying stage.
Part of Benicia's coming marketing effort will be to explore this as well as creating a catchy tag line to draw more people to town. We as a community of merchants cannot thrive unless customers actually buy our products.
We would love to hear what you have to say about this and any suggestions you might have to help all of us small-town merchants.
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