Page 166 - 100 Great Marketing Ideas (100 Great Ideas)

79 THINK SMALL

Most retailers like the idea of being big. Big stores run more
efficiently, operate with fewer staff, and can carry a wider range of
merchandise. Stock can be bought in larger quantities, which of
course makes purchasing more efficient, and it’s easier to make an
impact on the customers.

However, as with many other aspects of marketing, it often pays
to swim against the tide and do something that other people aren’t
expecting.

The idea

There are many locations in the country where small premises are
available. Rail and bus stations often have kiosk-sized locations, and
many High Streets have small store units. In some cities, there are
arcades containing small units, and many shopping malls have hole-
in-the-wall space for rent. Often these can be picked up cheaply—
but what retailer would be interested?

During the 1980s several companies began to locate specialist retail
outlets in these tiny store spaces. One of the most successful was Tie
Rack. Tie Rack opened in 1981, specializing in ties (of course), which
are small, high-value items. Although Tie Rack outlets were tiny,
they could still carry a much wider range of ties than mainstream
retailers such as department stores: Tie Rack were able to compete
very effectively in high-footfall areas such as rail stations.

Doing something the others aren’t doing is basic to marketing
strategy.

100 GREAT MARKETING IDEAS • 157