Some consumers seek-out David among the online Goliaths

Observation:   A story in today’s New York Times suggests that some consumers are looking at the big e-commerce sites as the digital equivalent of Walmart... and opting to search for smaller “mom and pop” sites when it comes to online shopping.  Click here to see the story.

Implications:   The temptation for many small businesses is to try make their website look as big and sophisticated as that of their big-box retail competition.  But make sure you’re talking with your target consumer to see if that’s really what they expect of you.  In reality, they might want a digital relationship that is a bit more personal or intimate; an online version of the in-store experience you offer.  I’m not saying that either version is right or wrong.  I’m saying the best source on that topic is the people you’re selling to.

Mike Anderson, for the Elm Street Economics consumer trends blog. A service of The Center for Sales Strategy, Inc.