Flying in the face of convention
The owner of the store, whose name appears on the front of this magazine, along with many other similar store owners, is continually being told by marketing gurus, corporate soothsayers and advertising whiz kids that they need to abandon their local identities and ‘brand up’ under a corporate banner. According to these guys, there is no way the true independent store owner can survive, unless they change their ways, change their identities and basically become something different than what they are and need to be. Apparently, this lot believe: “There is no place in industry for individual thought.” “You must pledge your allegiance to a collective and become part of THE ONE to exist.” “It is the only way forward as there is no place for singular, independent action, reaction or interaction here.” At CSS, our unshakable belief is that this is the stuff of Corporates, Multi-Nationals, Franchise Operations and those that are described as Big Boxes. This is where the almighty dollar counts above all else and the need to be understanding, interactive, assertive, caring and involved with those that you do business with, are traits seen as unnecessary and unimportant. Not so around here. CSS and its members continually fly in the face of convention and absolutely believe that the true independently owned and operated company knows its community better than anyone else and is best placed to provide service and support to businesses and/or individuals just like you. The CSS model ensures all members are in control of their own finances, always have their voices heard in a balanced fashion and control their own operations in the best interests of themselves and the customers they deal with in their communities. They are the best ones to know what is needed—not some boffin at H/O who has no idea about what the needs of their customers are or how their business really works. We know and respect that local companies, in local communities, have direct connections with people in those communities and therefore know the individual needs and wants of their customers. They structure their businesses to cater for them. The owners of the stores run the business in every sense of the word and are not puppets doing what they are told to do because it is good for the collective. They are making decisions based on what they know is good for them and the customers in their community. Don’t be fooled though, our group is as nationally strong as any out there. Our 60 plus members have over 80 stores between them and can and do offer national deals, backed by national distribution channels right across the country when required. CSS members have the brands, the knowledge, the service and support capabilities, the experience and competitive pricing to match any of the so-called ‘big names’ out there, and that is what is important for everyone to know. Check our members out at www.constructionsupply.com.au THE LOCAL NAME IS THE MOST IMPORTANT NAME YOU NEED TO KNOW. CSS is simply ‘The name behind the (local) name’.
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