Competing on the basis of quality

Another method small retailers can vie with large retailers is on the quality of service they offer. In particular small retailers, because of their size, may be in a superior situation than large retailers to offer a personalized service to customers. For instance small retailers will on the whole tend to serve fewer, but more confined, customers and use the services of fewer staff compared to large retailers, which gives them more chance to get to know their customers and to use this to their benefit.

Specialization

Another method that small retailers can vie in the retail market is by providing a very focused service or by catering to a niche market. When considering obstructions to change for small businesses, it is possible that small retailers may be in a superior situation to specialize, than large retailers, because of their size.  This is since large retailers tend to cater to the largest possible quantity of people and consequently do not focus on specific markets.

Measures to increase footfall

Increasing footfall may assist to augment the sale of other goods by small retailers at the same time as customers are in the shop. Certainly there is proof in the literature to propose that some shoppers do change their loyalty in favor of shops that have a lottery terminal for example.  There are a variety of methods in which small retailers can boost the footfall in their stores such as selling tickets for the National Lottery and for the congestion charge for instance.

Other forms of assistance

Sketched above are actions that small retailers themselves can take to contend more efficiently with large retailers. Set out underneath are some actions where the public sector or other organizations may be able to help perk up the competitiveness of small retailers.

More assistance for, or the setting of, trade associations and chambers of commerce may assist small retailers. Trade associations facilitate information sharing, lobbying of national and local government and can expedite items like buying groups (mentioned above as being of prominence to small retailers). Chambers of commerce assist to connect retailers with other local traders, and can offer a method of lobbying local authorities on items like transport and public realm works. They can also assist to create the local focal point for steps like Shopwatch (to tackle retail crime in particular centres) for example.

Local authorities and small retailers could cooperate together more proactively on town centre plans of action and management. While distinctive retailers can vie on quality and specialization, if all retailers in a specific centre work together to better expand the area, possibly making the area itself into a target for niche goods, this could add to the competitiveness of small retailers in the area. Local authorities could also assist small retailers act in accordance with regulatory requirements more efficiently, providing counsel and help as well as examination and enforcement. This is the tactic behind items like the Enforcement Concordat agreed between central government and the Local Government Association for example.