Two retailers.

Retailer number one has the “build it and they will come” approach to business.  A conversation with the owner features a lot of reasons why things will not work and why customers are just “takers” out for the best possible price.  Retailer number one is very reluctant to connect with anyone.  Build it and they will come.

Retailer number two has the most expensive prices in town and rarely discounts.  The owner has created a community through a few simple outreach efforts.  All stuff that has been seen countless times, across dozens of industries,  but it’s still outreach.

Stop by retailer number one during the week and you’ll have the place to yourself.  Apparently the “build it and they will come” approach from a decade ago does not seem to connect with many customers anymore.

Over at retailer number two, it is absolutely buzzing.  Customers pay a premium to be part of the scene.  It is the place to meet, the launching point.  It may have been luck or maybe absolute genius, but the result is the same.

Build a community, connect and create something sustainable.  Fail to connect and you some problems.