Small businesses are continuously fighting to overcome issues with COVID-19. The quarantine has killed Q1 and is taking out Q2. In the process small business people have had to collaborate with each other and generate new campaigns to highlight their own products and products for their neighbors. One company I consistently admire for the work they are putting into driving engagement is Chiappetta Shoes. The retail outlet is what the sneaker industry will have to resort to in a post quarantine world. They offer unique services with licensed pethordists on board.
What this means is when customers in the Kenosha area and customers outside of the area visit the website or the shop (when they reopen) you get personalized service and the opportunity for customization with the footwear that is purchased. That is obviously a huge benefit, but as I said, I marvel at the amount of work the retailer does to highlight the community and the brands they carry. In both pictures in this post you see several things taking place:
- The introduction to Jack Andrea a Kenosha based apparel company. The company created the sweatshirt in this picture.
- On Running shoes paired with the Kenosha Sweatshirt and merchandised in a visually appealing manner. This is important because the retailer isn’t only fighting other stores for the consumer’s support; they are also fighting the brand.
Chiappetta’s copy reads:
For our 3rd installment of our Chiappetta Shoes X Jack Andrea’s collaboration we’ve got the perfect all year long Kenosha pride sweatshirt. It’s perfect for that unpredictable, finicky Wisconsin weather. Match it up with the On Cloud or Cloud X and Smartwool’s PhD running socks that have body-mapped mesh ventilation zones and a seamless toe. Top it off with Gogo backpack from Maruca Design for a leisurely hike through Petrifying Springs Park or a quick stop to the Biergarten!
#BestOfKenosha #ShopLocal #RealShoeStore #smallbusiness #Fashion #Shoes #Collaboration #OnRunning #Smartwool #MarucaDesign
The targeting here is hyper local, but it’s a strategy that all small business people should utilize. They created an ongoing series that highlights other businesses. This means their peers will share the content with their followers extending the reach of the post. They are providing a shopping experience with the ability for anyone who discovers the post to see the various options available to them within Chiappetta. Finally, they have taken on the responsibility of creating product photography beyond the basic white background. The placement of the product in front of the warm tones of the wooden background invites the customer into a pallette of colors that are neutral which could be considered less appealing. Instead the imagery is vivid and alive.
Small businesses are going to have to become more creative than ever to ride out the storm and I think Chiappetta Shoes is doing what’s necessary and I hope that it works. It deserves to work.