What to do about Walmart?
A 152,495-square-foot Walmart Supercenter planned for south Gardnerville will be a double-edged sword for the local business community, a mixed bag of new jobs and low mark-ups.
“There was a time when such news would create a knee-jerk reaction in chambers in small communities, when everyone would become afraid and resistant,” Bill Chernock, executive director of the Carson Valley Chamber of Commerce, told a group of members on Aug. 19. “But as a small business, you can not only deal with a retailer like that, but you can benefit from it.”
Chernock pointed to an estimated 300 new jobs to be produced by the superstore. He was hopeful construction would also boost an ailing industry.
“Hopefully, they will use a lot of local subcontractors,” he said. “Down the line, we should see significant revenues coming in.”
Chernock said a Walmart Supercenter will also pull people into the community from Mono County and other southern locations.
“They will have more reason to come this direction. The whole south of Gardnerville will benefit,” he said. “The people who come will probably have a meal, and will probably do other kinds of shopping.”
But Chernock didn’t underestimate the impact Walmart will have on small businesses. Within the next six months, depending on the construction schedule of the store, the chamber is planning to develop a workshop that will help small businesses compete with the giant retailer.
“How can small businesses make the best of this situation?” Chernock said. “As a small retailer, what are you forced to do when the big guy comes to town?”
Chernock said the answer is to provide value, in more ways than one.
“Fill the niches that the big stores inevitably leave,” he said. “It’s about customer service, a tighter message for a smaller group of people. Maybe deal with returns and exchanges better. Maybe get to know your customers personally. Tell them special orders are not an issue.
“It’s hard work. It’s not an easy thing. But small business people can do it.”
