When Wal-Mart moved into Pottstown a few years ago, the retailing community shuddered. Merchants worried that they would be unable to compete against it's prices. And because they initially believed price counted most with consumers, they worried that Wal-Mart would put them out of business.
Price does indeed matter. The success of discounters during the just ended Christmas season reinforces the point. There also is no disputing that Wal-Mart has eaten into some profits local merchants once enjoyed. Such is the nature of marketplace competition.
But the overwhelming majority of retailers who were here before Wal-Mart are still here years later. Their edge, their advantage, their keys to continued survival are two-fold: quality products and top-notch customer service.
A.D. Moyer Lumber knows that.
In only a few weeks, Home Depot - the Wal-Mart of the do-it-yourself industry - will open directly across the street from Moyer's store on Armand Hammer Boulevard. That's an even greater threat than Wal-Mart posed to downtown; the competition is more visible, more intense.
But Moyer won't turn tail, or cry "woe is us." Instead, it is distributing to all of its customers a thoughtful brochure entitled "How Can We Compete?" It directly addresses concerns consumers may have about Moyer's future.
"How Can We Compete?" explains the Moyer family history and business tradition. It talks about extended services and quality the company offers. It discusses, in candid terms, the sources of its revenue and its expectations for the future. It even suggests that, while Home Depot's arrival may cost Moyer some business early on, its closeness should also heighten Moyer's exposure to occasional buyers.
Rather than retreat from the coming retail battle, A.D. Moyer is girding for it.
"How Can We Compete?" is a quick but worthwhile read for consumers and business owners alike. It's a safe bet the folks at Home Depot already have a copy. Pick up yours at Moyer stores in Pottstown, Gilbertsville or Birdsboro.
- Joe Zlomek