Brick and Mortar in an Online World
Drills are humming, dust is everywhere. My employee Vanessa and I are ten feet apart pushing out the morning deliveries and bracing for when customers start knocking on our door. “Excuse the tight quarters” “Yes, it’s stressful, but we are excited to show you the new look!” “I’m sorry we can’t welcome you in to browse”. Endless apologies on our end and nothing but understanding from each and every customer stepping foot into our back space chaos. A temporary operating solution while work takes place in our front retail area.
My flower shop at the age of twelve was due for an update. A new look, a new layout to help with logistics, and more space to improve our services. The big secret that has been running through my head during the chaos is that I don’t need to do it. Not only that but it is objectively a bad business decision. It baffles me, at times, why I persist in the brick-and-mortar world when my sales have always been mostly online. It was the plan from the start; a good website with strong SEO and a trustworthy reliable experience. This was over a decade ago and the trend was so clearly heading towards a solely online retail world.
I am not a bad business person. Not only surviving the past twelve years but thriving speaks for itself. So then why do I, year after year, not only make the poor business decision of maintaining a retail space but investing a substantial amount of money and mental energy in improving it. I could operate out of a warehouse, only take a small dip in sales but dramatically reduce my costs.
The reason is one word: Community. If I operated my business this way (in a warehouse), I would not consider myself and Charmed as a part of the culture and community of Waterloo. There is value in a beautiful place to browse, use your hands, your nose, and all of your senses. A place you can spend time in , to be uplifted and inspired. I have places where I myself go to feel that way. It’s an honor to be able to bring that to the community I live in. I wouldn’t trade the relationships and experiences this physical store has brought me for any amount of profit.
Small independent businesses are the soul of a city. In an online world, the soul is at risk as convenience takes the place of local shops. Keeping the soul around requires both owners who understand that need and customers who are grateful for them. This has been made so clear by the support of my customers during this renovation period. Everyone is excited about the changes, happy about our success, and genuinely invested in Charmed’s future. The brightest parts of my week are when someone is in the store and takes a phone call “Oh hi, I’m just at Charmed”. One word “Charmed” and the other person immediately knows where and what they are talking about. Being a part of this city’s history and culture like so many others in this area is an honor that I hold dear.
Owning a brick-and-mortar store during this time in history is about more than just chasing profit and sales. It requires the desire to be a positive influence in the city they operate in, which I and so many in Uptown Waterloo strongly possess. I believe that our physical store lets us not only sell goods but provide a unique service. It lets us be a more active participant in the Waterloo community. Thank you for supporting our bad decision.
