I have been in New Zealand twice in the last two weeks – returning yesterday from the latest trip. On each occasion I have had the opportunity to speak with a range of retailers. They are doing it tough, tougher than in Australia. The New Zealand economy was struggling before the Christchurch earthquake. Since this awful event shoppers have pulled back and this is impacting retail across the board.
The good news is that entrepreneurial retailers are employing new ways of attracting customers. The best I have seen is the local connection. This made me think of newsagents.
Pitching for local business in support of the local community is a strong message for New Zealanders who are working together to lift the country from the considerable economic and emotional cost of the Christchurch earthquake.
This same message works for Australian newsagents. It is our point of difference over other local outlets selling newspapers, magazines, greeting cards and stationery. Most newsagents can say: we live locally, we shop locally, we employ locally and we support local community groups and charities.
Making the local connection can be powerful for a business. It can be a way to rebuild in tough times as some New Zealand businesses I have seen this week show.
The key is to move forward. Too often I meet people, newsagents and other retailers, who wallow in self pity about economic conditions or personal circumstances. If that energy was directed into taking small steps forward they would find their situation improve. This is what I have seen earthquake affected retailers doing in New Zealand in the last week.