My local IGA was the ‘tired’ shop with nice owners but no imagination when I arrived in my rural patch in 1992.
The town spoke with its feet and travelled 60kms one way to do their major grocery shopping at Woolworths in the nearest regional centre.
As with most businesses in a small town, this IGA was for sale.
Lo and behold, a senior manager from the film industry, who was seeking a tree change and a better quality of life for his wife and children away from the city, decides this shop is the beginning of his new life.
And bit by bit, he changes our shopping habits.
Today, he’s THE grocery shopping destination and is Woolworth’s loss.
In the beginning, he had a lot to overcome.
First, prejudice.
He’s a Muslim from Egypt. His wife is from Pakistan and dresses in her traditional Indian sari. My local community is a small town with the attendant small town mentality.
Second, he’s an outsider and will never ‘be a local’. The previous owner was ‘a local’ with several generations behind him buried in the local cemetery.
But his difference was the making of the shop.
He’s interested in FOOD. And knows about food. Because both he and his wife are avid cooks.
The first thing he did was expand the fresh fruit and vegetable selection.
He sources fruit and vegetables that are so much fresher than at the best greengrocer. And is diligent in making sure that what is displayed is in pristine condition.
Next he invited a local butcher to open up shop within his premises.
He also improved and expanded the bottle shop to include local and imported wines, spirits, liqueurs and beer. And educated the staff to know about what was on offer.
Then he put in a small deli with a varied assortment of choice. There’s something new and different every week.
Then he expanded the size of the refrigerated foods area, which now includes a large selection of fish and seafood and exotic cheeses.
Then he raised the height of the shelves so he could stock a more varied selection of brands than at Woolworths.
Then he put in air conditioning.
Then he started supporting the local community in fundraising efforts.
And on it goes.
The super friendly all female staff know every customer by name. And they know what’s available in the store.
There are so many girls in the aisles keeping the shelves stocked, all you need to do is walk a few steps to find someone to help you get an item off higher shelves or tell you where something is.
And when Shakeel’s on the floor, he stops and talks to everyone, without exception.
Something you want that you don’t see? Just tell Jane, the store manager. She looks it up on her computer while you wait, and if she can get it, orders it on the spot and tells you what day it will be in the store. Many new products are squeezed onto the shelves almost weekly. All asked for by customers. And happily catered for by management.
Too many grocery bags to take to the car? A call over the PA system brings a pair of willing hands to help for as long as it takes.
A recent competition was for a pallet of groceries. You had to be present to win. Almost all the town turned up for the draw.
I’ll stop here.
This IGA store has won awards every year since Shakeel’s been the owner. Last year it won 2nd place for Best Retailer. He’s hoping to win 1st place this year.
And he always has plans to expand so his store can give better choice and better service to the community.
He considers every dollar he spends as an investment in his future prosperity. His vision is very long term.
Every business is beholden to its owner.
And some owners are asleep at the wheel while others are switched on Formula One racing car drivers.
And when a little rundown IGA shop purchased and revamped by a Muslim outsider, and which is more expensive to shop in than Woolworths, can overtake Woolworths, it’s all about what’s in it for the customer.
Price is the deciding factor when all other service elements are missing. Or when your circumstances simply cannot afford anything better.
The micro and small business world is full of David slaying Goliath. And they do it with brilliant and better service, a dazzling smile and an ingrained willingness to give every customer gold star treatment. And the stayers rarely slay Goliath by being cheaper.
And as with all things in business, we prefer to shop where we know, like, have confidence in and trust the owner. In other words, we head towards the ‘Welcome’ mat.
