Mum and Dad Music shops are no more...
Back when I started getting into guitars musical instrument shops were everywhere, pretty much every town I visited would have multiple stores either on or a stone’s throw from the high street. These would nearly always be well stocked general music stores who sold everything from guitars to brass and woodwind often with a back room full of acoustic drums and a display counter of slightly dusty harmonicas Ah what a time that was.
Fast forward 30 years and the E-commerce revolution has sadly put almost all of these stores to the sword and in town music shops are a rarity rather than a given these days. But what if you’re a small independent music shop, is it time to give up and pull the shutters down? 😳
In all fairness if you want to be a general high street music shop of old the answer is probably yes, the brutal truth is that model just won’t survive in today’s marketplace.
But fear not 😎 there is way — the answer to surviving and even thriving in this new era isn't to out-Amazon Amazon(we all know how that will play out) but to delve deeper into a specialised niche.
The most successful stores today are those that have successfully carved out a niche, stores that have established a specialist reputation and are known as the go to for certain types of instruments and equipment. By specialising, your store can carve out your own niche and find the riches within it. 💰
In the UK one of the purist examples of this is the Southern Ukulele Store in Bournemouth. The team there have built an amazing reputation over the years and are now known globally for all things ukulele whether advising a beginner on their first instrument or facilitating a bespoke custom build for a professional player. They live and breathe ukulele and their customers love them for it.
Check them out at www.southernukulelestore.co.uk and their socials and you’ll quickly see what I mean.
This strategy allows you to focus your business and claim authority in a specific part of the market, whether that's ukuleles, vintage Japanese lawsuit guitars, boutique pedals, hand crafted flutes, pre-owned harmoniums or high-end digital pianos.
Making your store a destination for specific needs is key. This focused approach enables you to offer an unparalleled selection and expertise that big online retailers simply can't match.
📈 Amplifying Benefits of Niche Specialisation:
Expertise that attracts: Focusing on a specific segment allows you and your staff to develop deep, specialised knowledge that becomes a magnet for enthusiasts and professionals alike. This expertise not only attracts customers looking for top-tier advice but also elevates your store’s reputation as the definitive expert in that niche.
Enhanced Customer Loyalty: When customers see that you share their passion and offer products that resonate specifically with their interests, they are more likely to become repeat buyers plus they will recommend you to others. Specialised stores create a community of loyal followers who value your curated selection and trust your advice.
Unique Inventory: A specialised focus means your store can offer unique products not found in general music shops or large online retailers. This exclusivity helps to attract a clientele looking for items that are out of the ordinary and can often command higher prices and margin due to their rarity and lack of competition. Work with brands and manufacturers to create limited run products or exclusive products only available from your store.
Global Niche Market Reach: By specialising, your store isn’t just a local player but can attract a global audience seeking your specific expertise and inventory. This opens up additional revenue streams through online sales channels that complement your physical retail space.
🌟 Making the Retail Environment Part of the Experience: To compete with the online behemoths, it's essential to make your store more than just a place to buy products—it should be an experience in itself.
Here’s how you can transform your retail environment:
Atmospheric Branding: Design your store to reflect the niche you cater to. For example, a shop specialising in synths might have a futuristic, tech-inspired decor, while a vintage guitar shop might opt for a classic rock vibe with memorabilia and themed decor.
Interactive Experiences: Allow customers to fully engage with your products. Set up testing stations, sound rooms, or interactive workshops where customers can feel, play, and learn about the instruments. This hands-on experience is something no online retailer can match.
Community Hub: Become a community centre for music lovers by hosting events, launch parties, and clinics with well-known brands, influencers, and musicians. Use these gatherings to deepen relationships with both your chosen brands and customer base and attract new visitors through your doors.
Exceptional Service: Offer unparalleled services like personalised setups, maintenance workshops, and expert consultations. Go above and beyond to make every customer visit memorable, ensuring they leave not just with a product but an experience they’ll want to share and revisit.
Leveraging Technology 💻
1. E-commerce and Online Presence: While your store focuses on a specific niche, having a good online presence is essential. Develop a user-friendly website where customers can learn about your products, read educational content, and most importantly make purchases.
2. Social Media Marketing: Use social media to connect with your audience globally. Share content that resonates with your niche market, such as first looks at new models, tutorials, artist/brand collaborations, and behind-the-scenes looks at your shop. Starting a YouTube channel and posting regular content will expedite the rise of your authority.
3. Customer Relationship Management (CRM): Implement a CRM system to track customer interactions, preferences, and purchase history. This data can help tailor your marketing efforts and improve service.
4. Email list: A curated database of customer and potential customer email addresses is a powerful tool so make sure you have a newsletter sign up on your website plus have it linked to your socials and send out regular news, updates and offers to your devotees.
🛠️ Final Note: In today’s MI market, sadly being a jack-of-all-trades will almost certainly lead to obscurity. ☠️ Instead, aim to be the master of one. Specialise, create a space that offers unforgettable experiences, transform your shop from a simple point of purchase to a much valued, well known and trusted destination and watch how your business not only survives but thrives. 🤴
Thank you for reading this week’s Fret Not Friday. I’ve only really touched the surface here but hopefully it it’s given you something to think on, if you have any specific questions on this, feel free to drop a comment or send an email.
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