Long-time readers of this blog will know that while I’m personally not a fan of Wal-Mart, nor ever shop there, I do support their right to exist. If they provide what consumers want, it seems somewhat futile to try to stop them.
But here’s some new research from the University of Alberta: Wal-Mart can bring about the creative destruction necessary to generate the revival of locally owned businesses nearby. From the Globe and Mail, October 24 2008:
Liz Westman had reason to be anxious when Wal-Mart set up shop in Okotoks, Alta., in late 2002. Within a year of the giant discounter opening at the other end of town, sales at her home decor store dipped almost 10 per cent. It was the classic so-called Wal-Mart effect: Business began to shift to the newcomer and away from the town’s main street, where her store is located. Ms. Westman, however, responded swiftly.
She ditched products in her store that were also carried at Wal-Mart, such as picture frames and candles. Instead, she returned to her shop’s higher end roots of custom window coverings and one-of-a-kind sofas and chairs. Sales at Homeworks Custom Interiors recovered, and have since doubled to about $1-million a year, she says.
…
the entry of Wal-Mart into a market pinches less than 10 per cent of local stores’ business, says Paul McElhone, associate director of the retailing school at the University of Alberta’s School of Business.
“As bad as it is [when businesses fail], these are often marginal businesses anyway,” Prof. McElhone says. “When Wal-Mart comes to town, it makes other businesses better.”
The article goes on to describe how a Wal-Mart on the outskirts can actually bring more people into the historic downtown — assuming the community and business owners make an effort to keep it vibrant and relevant to present day consumer wants. Having the only Wal-Mart in a large trade area means people will come to your town. Having other interesting places to go shop, eat, browse, etc. makes the town a regional destination. This happened in Okotoks:
Local merchants’ concerns about the new competitor’s impact prompted the town to draft a downtown renewal plan. It poured $6-million into planting trees, widening sidewalks and creating a central plaza around an old clock as a gathering place.
Many downtown shops went through their own rejuvenations. A picture frame store is being converted to an art gallery. Upscale restaurants, antique shops and home decor boutiques have sprung up. People from outside of Okotoks flood into town to shop.
Okotoks is not alone. A comprehensive study revealed the value a Wal-Mart can have. According to the Centre for the Study of Commercial Activity at Ryerson University, “retailers’ sales rose faster in districts with Wal-Mart stores – an average of 27.2 per cent – compared with areas without the discounter, where sales grew 18.6 per cent.”
I may have to rethink my view of Wal-Mart as a destroyer, and also start to see it as a source of inspiration or, as one Okotoks resident put it ” a kick in the pants” to local business owners to stop being complacent and start being creative.