Retail Merchants group continues its buy-local push

In an effort to bring shoppers into locally owned businesses, Richmond-area retailers are pushing an initiative to tell the public about the importance of spending money at companies that are part of the community.

The Retail Merchants Association of Richmond is spearheading the campaign, which was the focus of its monthly First Friday Forum breakfast yesterday.

The campaign -- Think. Shop. Buy. Local -- encourages shoppers to consider the impact of their dollars and to think about spending their money at businesses with local ties.

The association says that for every $1 spent at local businesses, 45 cents are reinvested locally.

"Local businesses give back," said Thomas A. Silvestri, president and publisher of the Richmond Times-Dispatch, pointing out that companies with local ties hand out coats during the winter and organize blood drives.

Silvestri sat on a panel with Sarah Paxton, a Retail Merchants board member and co-owner of LaDifférence, a downtown Richmond furniture store. Michael Guld, president of The Guld Resource Group, moderated the discussion.

Merchants that register for the program are entitled to participate in advertising, receive marketing materials and have access to the Web site. Once they have access, store owners can order materials, download logos for ads and find talking points to sell the concept.

Since the campaign was launched in July, 234 of the association's members have signed up to participate. Retail Merchants has about 900 members.

The site allows shoppers to find retailers that have signed up, to order magnetic decals promoting the effort, and to read a pitch on why they should consider buying at locally owned stores.

The campaign includes radio and print spots as well as a Web site and branding in the form of stickers and window clings.

"This is the best campaign I've seen in my 11 years as a member," said Paxton, who has used the campaign logo in her advertising and showed slides of others who've done the same.

She cautioned, however, that pushing shoppers isn't enough in and of itself.

"We can't think we're working in a vacuum," she told the audience. "Make sure you're looking forward. Everything you do needs to meet the vision of what you want to be."

As important, Paxton said, is letting shoppers know that you appreciate their business.

"Every day, we need to say thank you to our customers," she said.

Showing appreciation is vital given that some major chains are making bigger efforts to improve customer service.

She spoke of how impressed she was recently when she walked into a major chain store and received a warm welcome.

"That was the first time," she said.

Guld said that while the Retail Merchants' campaign is a positive one, retailers need to build value in their marketing efforts.

"In a declining economy, everyone is competing for the same discretionary spending," he said. "'Think local' is a great value proposition but has to be more of 'What's in it for me?'" he said.

The idea of supporting local merchants extends beyond reaching the average consumer.

As a direct response to the campaign, Ribbons & Rolls Office Supplies in Richmond began using local vendors exclusively, said Scott Harris, director of sales. Ribbons & Rolls sells to other businesses, not the public.

Harris said the firm has hired locally owned companies to handle its consulting, janitorial services, payroll and tax preparation.

Contact Louis Llovio at (804) 649-6348 or .