By: Karen Karnis
One of the joys of owning your own business is having the flexibility to think outside the box and provide a truly unique experience for your customers. The disadvantage to forging your own path, however, is that feeling like you’re on an island – having to learn everything the hard way and reinvent the wheel on a regular basis.
To overcome this island-mentality, a group of independent running stores came together to form the Independent Running Retailers of Canada (IRRC – formerly the Canadian Alliance of Specialty Running Stores), so they could network, share information, and benefit from each others’ knowledge.
According to Phil Moore, owner of LadySport in Vancouver, BC, the IRRC has brought together like-minded business owners from across the country. “You know that when you, as a customer, go into a running specialty store, you are talking to people who are genuinely dedicated to good health and the community,” says Moore. “Networking allows us, as owners, to be better at what we do without being worried that we’re giving away too much.”
For example, they conduct an annual business survey among members that collects information such as how much a store might spend on advertising and how much impact that has. This allows independent retailers to assess their own strategies and see where others have had success.
This strategy has turned out to be a win-win-win situation. Not only do the owners benefit by sharing ideas and information, but vendors and customers benefit as well.
As Moore explains, “independent stores may not be the biggest stone, but we are a cornerstone of the running industry.” An advantage to vendors such as Mizuno is that owners and staff have a high level of product knowledge and provide excellent customer service when representing their products.
In addition, having a group allows the 30 or so members of the IRRC to pool their messaging when working with vendors. This means that vendors hear one strong, unified voice on important issues, rather than multiple random messages that leave them in a position of having to investigate if others agree on any particular issue. Luke McDonald who owns A1 Aerobics First in Halifax, NS, says, “When dealing with vendors individually, frankly, we’re a pain. But collectively, we’re needed,” and when they work together, it becomes easier for everyone involved.
Of course, customers only stand to gain from the knowledge and information sharing that goes on behind the scenes. “We have quite a bit of influence in product design,” says Moore. The IRRC provides feedback on everything from the fit of shoes to the length of laces, and many companies are happy to respond to customer needs.
McDonald refers to the IRRC as a kind of “think tank” of independent running stores. “As a collective, we are trying to be better in our communities,” says McDonald, adding, “As a group we have more leverage with manufacturers, race directors, even tour companies.”
Moore acknowledges that being an independent business is the fun way to retail. “We know our customers and the neighbourhood. We love raising money for our communities and supporting local events,” he says.
Still, it’s not easy when you’re competing in a market with big box stores and online shopping. “Working together allows us to share ideas that keep us relevant in this market,” says Moore. “We want our customers to have a great shopping experience. They know us and know they only bought what they needed, and they got the right thing,” says Moore.
For more info, please visit the IRRC website or like the IRRC Facebook page.
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