The predatory nature of Amazon has led more than one retailer to the words of the famous Serenity Prayer: grant me the serenity to accept the things I cannot change, the courage to change the things I can, and the wisdom to know the difference.

A recent article in Isthmus by Jim Hightower outlines the tactics being used by the huge online retailer (with a database of 200 million customers) to take customers away from independent retailers.  You may think this problem is limited to bookstores — and indeed, 40% of all new books are sold by Amazon, according to this article — but according to Hightower books make up only 7% of Amazon’s sales.

That means that consumers are buying a large percentage of almost everything else, including the kitchen sink, on Amazon. You can’t get a hot cup of coffee, or a haircut, but most of the types of items our shops carry is available through Amazon.

How to compete?  In an accompanying story by Judith Davidoff, the new editor of Isthmus, some of my fellow retailers in Madison have adjusted their inventory to eliminate merchandise that customers “showroom” in their store and then buy from Amazon. 

Others offer more services, such as classes — or haircuts — that can’t be bought delivered by mail or UPS.  Fresh consumable products such as baked goods, prepared foods and beverages are also “safe” areas.  If Amazon is successful in its bid to create delivery drones, let’s hope they’re not flying around with hot cups of coffee.

The type of shopping experience you offer, including both customer service and special events, help set your store apart from Amazon.  I also feel very strongly that promoting the Buy Local message is essential in preventing Amazon from taking over the retail world.

Happy Retailing,

Carol “Orange” Schroeder