In a small town like Ridgefield, it can be very easy to meet people and form connections. This ability to connect with people is important for all residents, but especially paramount for small business owners in town.
Ridgefield is full of small shops and boutiques which add to the charm of living in a small New England town. Some of these small shops, such as Bissell Pharmacy, have been around for decades and have a loyal customer base in town. The individual attention and service makes owner Ed Karvosky a town staple and favorite. He proves that providing "personal service" to a "loyal customer base" are the keys to success for a small business in town.
Mr. Karvosky does admit, however, that some of his success comes from a diversification of his services. If he were just a pharmacy, he says "it would be a little more difficult to maintain the store." The fact that he also has a gift shop gives customers more options and helps to keep the business successful.
Bissell Pharmacy and many other small businesses have been forced to adapt and diversify due to the simple fact that many people do not come into Ridgefield to go shopping. This means that there is a finite amount of revenue possible in any corner of the market. Unfortunately, many small business owners in town are seeing their share of the market get smaller each year. This is often due to greater competition from chain stores moving into town and taking up some of the customer base.
A situation like this has greatly affected Connie Kamedulski, owner of Animal Fair Pet Shop, which is next to Starbucks. Animal Fair has been around for 13 years and its customers are very loyal and appreciative. These customers are rewarded with a "curated collection" as Ms. Kamedulski calls it. This means thats the shelves of Animal Fair are stocked with items that her customers want and need, and if they do not see what they want, a quick phone call to a distributor or company headquarters fixes that instantly.
While competition usually is better for the consumer and drives down prices, there is little to no price difference between any of the competitors, and the selection is also similar. The similarities often end, however, at the attention given to each customer as they walk through the door. It can be hard for a single staffed and large store to give each customer personal attention and assistance. In a smaller store, this is much easier, especially with multiple, knowledgeable people working at one time.
Small stores in town not only provide a good customer experience, but many of them are well known for giving back to the community. From sponsoring Little League teams, to donating gifts and prizes to local fundraisers, small businesses in town play a big part in the community, and would be greatly missed if they were gone.
Animal Fair and Bissell Pharmacy are only two of many small businesses in town that rely on devoted customers to keep coming back to them and supporting them. If Ridgefield residents do not begin to appreciate the friendly service and personalized attention that can be found in small businesses in town, then those businesses will no longer be able to support themselves. Ridgefield will become a town of big box stores and chains, and the customer service and attention will be gone from most consumer experiences.