HOW DAVID BEATS OUT GOLIATH

Can mom-and-pop shops truly compete against big-box behemoths and e-commerce giants? Yes, experts say-but they have to think and act truly local.

- FRANCES DODDS

Amazon, Walmart, and other big brands can do a lot of things: They can leverage their size to sell at very low prices. They can offer two-day, one-day, and sometimes even same-day delivery. And their return policies can be very flexible.

So how can a mom-and-pop shop compete with all that? Well...they can't.

But they also shouldn't try to.

"You can't 'out-tech' big business," says Jon Reily, an e-commerce expert and senior vice president at Bounteous, which creates digital experiences for brands. "But you sure can 'out-touch' them."

In an age of internet shopping and big-box consolidations, Reily says consumers are hungry for bespoke products and genuine connections--and that's not something big retailers do well. "I would actually argue that we're at the beginning of a 'golden age' for small and independent businesses," he says. "Big-box stores have found their niche for consumables and 'disposable' items, but they can't compete when it comes to specialty goods, craftsmanship, or services."