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Retailer woos local shoppers
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| By: Anita Zimmerman |
October 29, 2008 |
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Ann Zimmerman, owner of Annz Boutique & Books, left, shares a laugh with Chetek resident Delores Muermann Thursday morning.
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In a town that characteristically caters to tourists, one retailer is on a crusade to get residents' business.
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Ann Zimmerman, owner of Annz Boutique & Books on Second Street in Chetek, metes out IndieBound literature and "buy local" rhetoric to shoppers perusing the books, jewelry, clothes and gifts at her specialty store.
IndieBound.org is an online network of independent businesses that promotes local purchasing to keep community economies strong. According to its Web site, $68 of every $100 spent at a locally owned business stays in the community, compared to $43 of every $100 spent at a national chain.
"That's a pretty telling statement," Zimmerman remarks.
Not only do independent businesses offer a uniqueness "big box" stores lack, she says, but small-business owners can better serve friends and neighbors because they know what locals want, and they can adjust inventory nimbly to stock it.
Gesturing around her store, Zimmerman says, "There are many things here that you cannot find in Rice Lake or Eau Claire."
As for corporations like Wal-Mart, "They can talk about supporting the American person, but 90 percent is not made in America," she comments.
If small book stores didn't sell new books before they were bestsellers, she argues, readers would never have access to titles ignored by company purchasers. Corporations would control access to literature, the antithesis of our national heritage.
"Our country was founded on being independent," Zimmerman maintains.
Local businesses depend on customer loyalty to stay solvent, even when online stores and bigger companies sell products and services for less. Those businesses, in turn, hire local workers, provide a market for area producers and artists and give money back to the community.
"Doing business with your local print shop at The Alert allows us to continue donating toward our community civic organizations," adds Melodee Eckerman, publisher of The Chetek Alert.
Kirkwood's Market general manager John Scholze agrees.
"It's important for people to shop locally to keep businesses in the community alive, because the businesses keep the community going. It all works hand in hand," Scholze comments.
Since Chetek is a tourist town, one of Zimmerman's objectives is luring day travelers from nearby cities-Chippewa Falls, Eau Claire and Menomonie, for example-through a distinctive, vibrant downtown.
In response to the question of whether Chetek's retail sector needs to change to accomplish that goal, Zimmerman says, "I don't think it will hurt us."
Business owners must think creatively to draw in new customers, Zimmerman adds.
"We need to do some out-of-the-box thinking to foster growth. In order to stay vital, we're going to have to do something differently."
Zimmerman doesn't know exactly what that elusive "something" is, but she realizes the chain of lakes-Chetek's biggest draw-is part of it, as are the buildings in the downtown.
"Such beautiful structures ... what can we do to make them more attractive to people coming in and to local community members?" Zimmerman ponders.
While she believes in independence, she also feels businesses need to unite for the common good. She supports regulations on storefront appearances, for example, to keep the city looking spiffy.
"You want your independence, but if you're too closed off, you'll miss the opportunity of working together and prospering."
With their patronage, community members decide whether Chetek's downtown grows or dwindles, Zimmerman concludes.
"This is where you live. It's up to you how you want it to be."
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©The Chetek Alert 2010
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