Customer Reviews

Retail Superstars: Inside the 25 Best Independent Stores in America

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Initially, both James Cash Penney (The Golden Rule in Kemmerer, Wyoming, in 1902) and later Sam Walton (Wal-Mart Discount City in Rogers, Arkansas, in 1962) opened one retail store that eventually became a major chain. The same is true of others such as Home Depot, Staples, and Walgreens. Of course, not all chains have fared well, nor have most so-called "Mom and Pop" stores as well as franchisees of major chains. In this volume, George Whalin focuses his attention on "the 25 best independent stores in America." He asserts, and I agree, that reports of the demise of independent retailing are greatly overrated. "Wal-Mart's growth certainly contributed to the failure of weaker retailers, but the strong ones did just fine. And strong, well-run independent retail businesses continue to thrive today."

During the course of the research that preceded the writing of this book, Whalin "discovered common characteristics and some startling differences. They all share an extraordinary passion for their businesses and an obsessive commitment to serving customers." One of the most surprising revelations emerged when Whalin asked owners and CEOs if their companies had been built based on a business plan or a set of guidelines. They "invariably answered no, their growth was guided by what customers wanted and expected from their stores, what the marketplace dictated, and how they could best serve their customers." In the National Retail Federation's most recent survey, the 100 largest U.S. retail companies operate about 148,000 individual stores. "In most cases, as the number of stores increases, customer service decreases. Unlike the stores profiled in this book, the largest retail chains generally do a poor job tailoring merchandise to a specific marketplace or to the people living in nearby communities." That is also true of the Moms and Pops who now operate franchises of 7-Eleven, Easy Go, and Dairy Queen.

Whalin notes, "The stores profiled in this book bear no resemblance to the mom-and-pop stores of yesteryear. These are successful retail enterprises run by savvy merchants who know their businesses and how to grow and prosper in the most competitive retail climate in history." Here are a few brief excerpts from his narrative in which he suggests what can be learned from these independent retailers: Gump's (San Francisco), Zabar's (NYC), Celebration of Golf (Scottsdale), Bering's (Houston), and Toy House & Baby Too (Jackson, MI).

"The best business strategy for specialty retailers has always been one that produces legions of delighted customers who love and enjoy everything they buy so much that they can't wait to visit the store again and again. In this regard, Gump's excels and enjoys a sterling reputation with well-heeled San Franciscans and tourists alike who appreciate top-quality, out-of- the-ordinary giftware, jewelry, and home goods. Gump's nurtures these relationships over the long term with a good number of customers who have remained loyal generation after generation."

"In a city in with hundreds of stores selling these same categories of merchandise, two important factors make Zabar's a favorite destination for so many consumers. First, the expansive selection; it's hard to believe that so much merchandise can fit in such a small space. The second factor is even more basic - price. Since the very beginning Zabar's has sold merchandise at reasonable prices. Why would anyone shop anywhere else when they can go to Zabar's 365 days a year and buy the same products and brands for substantially less?"

"In Celebration at Golf, at 13,000 square feet, looks and feels much like the clubhouse of an old, well-established country club one might find in the Northeast. `Caddies' clad in the same white overall-type uniforms worn by those at the Masters Tournament greet customers as they enter the store and provide a scorecard that serves as a map to the various departments...In Celebration of Golf separates its departments, or `Celebrations,' based on golf-related themes [e.g. The Players Room, The Men's and Women's Professional Shops, The Spike Shop, The Practice Tee and Club Room, The Art of the Game, and Ye Olde Golf Shoppe] employing distinctive carpeting, wall coverings, lighting, and fixtures to support the theme. Not only does this make each Celebration easily identifiable, it also shows off the merchandise in an inviting environment and piques customer interest."

"The Berings saw the expansion of Home Depot, Lowe's, and the like as an opportunity, rather than a death knell. They knew that by creating a truly unique retail business, they wouldn't need to compete with national home center chains or other mass merchants...With Baccarat's arrival at Bering's, other premium brands made their way into every department throughout the store. Housewares and home décor department sell selections from Herend, Lalique, Waterford, and Spode, along with small appliances from Cuisinart and Viking. The Home Furnishings Department displays fine furniture, decorating accessories, and outdoor furniture, including outdoor kitchens with Fire Magic grills."

Note: You can take a virtual tour of these and the other retail independents at www. retailsuperstars.com.

Here are a few the business lessons that I think can be learned from the "retail superstars":

1. Offer the best selection of high-quality products and brands at competitive prices.

2. Hire people who already have highly-developed people skills and are passionate about what you ask them to sell, people who sincerely believe that customer service is a privilege rather than an obligation.

3. Create and nourish a climate of hospitality in which customers feel both welcome and appreciated.

4. Create an environment in which shoppers feel both comfortable and energized.

In my opinion, George Whalin's most important point is that retailers - in fact any company -- should in every possible way be remarkable "as opposed to doing the same things everyone else in the business seems to be doing. Compared to so many cookie-cutter chain stores that all look alike and carry the same or similar merchandise, one can't help but acknowledge what these truly remarkable independent stores profiled herein have achieved."

Just like the stores it profiles, Retail Superstars stands out from the crowd of business books. Instead of giving you a list of rules for what makes a retail store work, George Whalin wants to inspire you to do something different.

Each business in the book has defined itself so clearly that it's impossible to forget them once you visit. They don't just inspire customers to spend money, they create passionate followers who make these stores an important part of their lives.

Leave the homogeneous mall stores behind and visit Archie McPhee, Powell's Books and Jungle Jim's. Once you read the book, you may plan your next vacation around visiting them.

If you find the retail business interesting, this is the book you want to read.

It's obvious that George Whalin is extremely knowledgeable about the retail business and his passion for the exceptional craftsmen of this art is apparent. Georges's writing style is from the heart and he connects instantly with the reader. Try it, you'll love it!

I love George's great descriptions of the one of a kind stores. He makes me want to do a road trip and go visit these unique places. The book is well written and very factual since George visited them all. The stores are a real inspiration for improving costomer service and new ways to attract customers. It is a fun read about very unusual stores acoss the country and includes the bits about the history of each place. Looking to open a new business? This book will give you lots of ideas on ways to make your retail business not only unique but very successful. Want to shop in some really oustanding stores? Check this book out! You are going to love it.

This is a business book? I opened Retail Superstars expecting to find the usual dry prose and even dryer statistics we have come to expect in business tomes. Wrong! This book is fun! George has defined a new retail category: destination shopping. Yes, I know, we have Beverly Hills, Rodeo drive and that ilk, but this is different. These stores are unique, interesting, stand-outs that are worth seeing because of the special ways they do things. And they are scattered widely across the USA (no international stores, at least not in this edition) just begging for a road trip. George has made the trip and he does a great job of describing what you'll find.

Where can you get a bandage that looks like a strip of bacon? Well, that would be Archie McPhee, located in Seattle. They have even published a book of their own, "Who Would Buy This?" outlining the many unusual products that have passed through their store. The next time I am in Seattle, I may miss the Space Needle, but I am going to make time to see Archie McPhee.

I am fortunate enough to live in Houston, one of two cities that boast two of George's Superstars (the other is NYC). George's descriptions of Gallery Furniture and Bering's Hardware are spot on. Gallery has changed furniture retailing in the Houston metro area. I remember Mattress Mack hawking his wares in the 80s "Buy it Today, We Deliver it Tonight." No one else was doing that. Now nearly every furniture retailer in Houston has to offer same or next day delivery to keep up. No more six-week waits for your couch.

Gallery's other motto is "Saves you Money." In those early days they gave their customers the option of having their furniture delivered in an unmarked truck, so the neighbors would not know they were buying from (then, low class) Gallery. No more. Everyone's proud to be seen there; it's truly a remarkable store and, although George captures the essence for you, you really should see it for yourself.

Bering's Hardware is quite a different story. When I moved to Houston in the 80s, I could walk to three local hardware stores. Then we got Home Depot and later, Lowe's. I sadly watched the three stores close, one by one. One day I walked into the one remaining store, hoping perhaps that, as the survivor, the store would distinguish itself by stocking higher quality merchandise than the nearby big boxes. No way. The stuff was actually lower grade than what I could find at Home Depot. I asked the manager why he didn't upgrade his stock; he mumbled something; it was clear he just didn't get it.

Bering's got it. It is truly a destination store, where you can buy Baccarat crystal, gourmet coffee, great chocolate, and (oh, yes) screwdrivers, saws, and wood. If you are a visitor to Houston, you may not be able to take home a couch, but you will find something to take home at Bering's.

Speaking of "taking home," take home a copy of Retail Superstars... and start planning your trip.

Retail Superstars is one of the most insightful books that I have read recently on the retail industry. Instead of the normal, theoretical stuff you see, Whalin has made the industry come alive by giving real life descriptions of how unique and successful stores have made it, and survived, in the retail jungle out there. It's fresh reading, and a real pleasure to go through his one of a kind case histories.

I appreciated very much the choice of collecting 25 chapters, one for each company. The reader can have a global view of some of the best case histories in retailing. Usually you find big books or nothing at all on specific chains. Here you have the essential and also many suggestions for further researchs.

I was surprised by how interesting I found this book to be. It made me want to visit every store he described, not only to browse the goods, but also to see how excellence can be achieved and maintained in today's cynical world. Even if you only read the chapters on subjects that interest you, it's worth your time to search out this book.

This is the kind of book I would love to write myself. The author, George Whalin, traveled all over the country visiting independent stores that were kickin' butt and takin' names.

Most of the stores in the book I had never heard of before. Some of the stores, though, are right here in my backyard. Gallery Furniture, which I have never visited, is about sixty miles up the road from me. We see the Gallery Furniture commercials all the time. When I have the money to get up to Houston, I would love to go for a visit and look around.
Whalin takes us on a virtual tour of some of the stores by describing the present day store with some detail. He tells us how they got started and, in most cases, the "Secret to their Success."

The book is well-written and entertaining. The book could be read in just a couple of hours, but I took a while because I would go back and re-read certain sections when referenced later in the book.

If you have any retail in your blood, and you will know if you do, you must read this book. If you find yourself walking through stores and fronting and facing merchandise without thinking about it, you must read this book. If you or someone you love is a retail-aholic like me, you must read this book.

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This book shows how businesses can stand out from the competition. Most of the companies featured started out small but became well-known because they dared to do things differently. Lots of lessons to learn from them.