A day does not go by that I do not receive some type of communication regarding the impact that big-box retailing (Wal-Mart, the most popular villain to some) has had and will have on small businesses. In a short, focused manner, I would like to give a strategic prescription for those of you looking not only to compete, but also to win at some level in your marketplace. Yes, win! 

 First and foremost, realize that the big-box concept is here to stay and, most likely, will be further advanced as these giant retail players get better at their own game. That is, primarily, leveraging their enormous buying power and showcasing it in the lowest cost manner possible in every average town USA.

 Your first strategic step - INTERNALIZE THAT YOU CANNOT WIN ON PRICE AND SHOULD NOT BE TRUMPETING YOUR LOW PRICE.

 I recently reviewed a clothing store's advertising strategy that looked like it came out of the 1970s, showing sales prices for every seasonal and holiday event. When I asked the owner how he thought this differentiated himself from the Wal-Mart that was a few miles down the road, he seemed puzzled. He had a phenomenal store with great selection and tons of unique merchandise yet none of these strong attributes were mentioned anywhere in his advertising strategy.

 Your goal should be to immediately develop a strategy that capitalizes on three major points - your greatest strengths that make you unique in comparison to the big-box:

 1.  What do you do very well or what can you develop with your resources to do very well?

 2.  What do your customers value most about you? (Not sure? Find out by asking them!)

 3.  Do something the big-box (or any of your competitors) cannot easily replicate.
  (They, by the way, are so successful, in part, because they stick to their strategy!)

 For examples, can you build unforgettable customer service?  Beyond a basic customer greeting, what would it mean to your sales if you and your team really were obsessed with knowing your customers on a personal level? Do you care to learn all the unique aspects of your customers and know their personal likes and dislikes? (This is not easy for a big-box retailer who relies on massive demographic surveys to "know" their customers.) Would you dare to create special events for your customers?  

 How about an invitation-only sale to treat some of them like real VIPs!  How about having their car washed while they shop in your store? Crazy?  Think about it. 

 Does your store need a facelift?  Can you create such a warm atmosphere in your store that people do not want to leave - ever?  (Contrast this to the robotic shopping on paved concrete inside a big-box store.)  To no surprise, one of the single greatest factors in retail success is how much time a customer spends in your store.

 Knowing you are never going to "compete" at the big-box level, compete where you can. You can win, once you build a strategy and stay committed to it. Get started, yesterday!