Week Seven

There is a great independent sporting goods store in Natick, Mass. called The Natick Outdoor Store. The store opened in 1947, after World War II, selling army surplus supplies.

The store currently sells sporting goods consisting of sporting equipment, and clothing. The secret to their success is providing high value customer service. The product buyers who are knowledgeable about the products they buy are on the sales floor to assist customers. They know their product. The store will special order an item for a customer if it is not available in the store. The store also lets customers try out the products such as getting into a kayak before purchase. The store wants you to be totally satisfied with your purchase.

How do they survive against chain stores? The store has a high reputation for quality, and high-level service. This is what keeps the company in business. Consumers knew they receive value through high level customer service, great pricing and the satisfaction of shopping at an independent retail store.

The store’s competitors are Dick’s sporting goods, REI, Public Lands located in Framingham, Mass. and L. L. Bean stores in Burlington and Hudson Mass. The store is also competing with many online retailers.

When a consumer goes into a competitor’s store, the sales help lack the full expertise. Consumers are unable to experience that high level of customer service provided by The Natick Outdoor Store. There is no one to answer your questions about the product just someone to ring up your order.

The family-owned company has been in business for seventy-eight years. The independent stores that provide high level customer service can be the best stores for customer value for a consumer.