When Being Local's Not Enough

By now, you know that the Chamber fervently supports thinking local, being local, and buying local. In 2004, we launched Shop Arlington First. Since then we have sold more than $107.000 in gift certificates and more than $75,000 has been redeemed - pumped into the local economy That's money that stayed in Arlington and didn't get spent in a mall or a big box store.

This year, the Arlington Chamber helped launch the 10% Shift Campaign, a New England-wide initiative with the goal of getting 10% or the NE population to shift 10% of its spending to local independents by 2010. (Sign the pledge yourself!)

More than ever, as the Mass. sales tax is being increased to 6.5%, local store owners stand to lose business to the Internet where there is no tax (unless the business has a location in Mass.) or to N.H., especially for big purchases. In a tight economy, people do shop on price. BUT, and this is a big BUT, many will pay for service and quality when it is superior.

That is where local independents, which is just about every business in Arlington, can shine. May I tell you a story about when being local was not enough?

My friend Pam lives in a neighboring town. Since her husband works nights in Boston, often he'll go into the center of town to buy his lunch, read the paper and people watch. Dirk used to patronize a local bread store which also makes sandwiches. Not anymore. Why? Because after several years of weekly visits, the two owners still don't recognize him or engage him in any conversation beyond getting his order. He has since taken his business to a franchise location across the street, where the servers know who is, know what he likes and make him feel welcome every time he walks in the door. I would do the same, after telling the owners why they were losing my business. Being local got Dirk in the bread store, being local was not enough to keep him there when he didn't get friendly, personalized service.

I am a loyal customer. I stay with a business forever. However, as my friend Bozena will say, "I will tell you a truth." I have relationships with two businesses (both local independents, by the way!) that pre-date my move to Arlington more than 13 years ago. For everything else, my motto is Chamber member first, then local independent, for almost everything I buy or use.

Being local will get me in the door. It is not enough to keep me coming back. If a local independent is owned by a grouch, has employees who are unhelpful or provides shoddy service or goods, I won't continue giving that business my business.

What makes local shine for me? When I walk into a store and am recognized by name or by what I buy. When I get a cheery welcome and advice if I need it. When my presence in the store is acknowledged by a smile, or an "I'll be right with you." When I can find treasures I can't find anywhere else. When I know that the business owner supports Arlington. When I know I will get terrific service most of the time (we all have bad days!). When I know that problems will be solved and mistakes will be corrected. When my business is appreciated.

What makes local shine for you?