With all the recent buzz about True Value’s Chapter 11 filing, your local hardware store might have seen some extra attention—and possibly a lot of love—from your customers. Now’s the time to ride that wave and turn lemons into lemonade. Keep the conversation going with your community, and strengthen those connections with customers.
Hopefully, you’re already doing most of these things—it’s really just about getting back to basics. But don’t forget to stay flexible too! Here’s a short action plan to help you keep your store thriving:
1. Keep Marketing: Remind Them You’re “Locally Owned and Operated”
Your customers value shopping local, especially when they know they’re supporting a store owned by their neighbors. Right now, it’s critical to remind them that you’re not just any hardware store—you’re a locally owned business, and that means something special.
What to Share:
Use social media to get this message out there. Post photos of your team (bonus points for any fun, behind-the-scenes moments), new products, or even a refreshed shot of your storefront. This adds personality and shows that you’re a fixture in the community. You’re not a faceless brand—you’re part of what makes your town tick.
Local Groups Are Key:
Don’t limit your posts to your business page. Seek out local Facebook groups or neighborhood forums to share your updates. These community hubs are a great way to reach new customers and remind them that you’re right around the corner, ready to help.Be sure to check the group rules before posting.
Pro Tip: Always post from your business page—when people engage with your post, you can invite them to like your page, which can help grow your following.
Share Your Chapter 11 Letter:
If you haven’t shared your Chapter 11 letter in these local groups, now’s the time. We’ve seen stores get over 400 engagements on a single post—completely organically. (When we say “organic,” that’s marketing-speak for free.) If you need a letter, you can use ours and personalize it with your store information. You can get that here.
2. Collect That Customer Data
Okay, here’s the deal—customer data is mission critical. Yes, I’m saying must-do territory here! If you don’t have a loyalty program, we’ll talk about that later, but right now, at the very least, you need to be gathering email addresses. And remember, if you’re collecting email addresses, you must get permission to market to those customers. This is another mission critical step.
You might also see a surge of new customers coming in, curious about all the buzz around True Value. Be ready to capture these customers’ data and sign them up for your loyalty program. This is your opportunity to turn curious shoppers into loyal, long-term customers!
Loyalty Program:
If you’ve already got a loyalty program, fantastic! Get those customers signed up. If not, start with gathering those email addresses.
Why It Matters:
Having your customers’ data—whether through a loyalty program or just an email list—lets you stay in touch, send offers, and build long-term relationships. This is the easiest way to keep them coming back! And if I sound a little bossy here, it’s because this really is that important. Your store needs customer data to thrive.
3. Send a Thank-You Email to Your Customers
A simple thank-you email can go a long way. After we sent out our Chapter 11 letter, many stores received a wave of calls, visits, and messages from customers. It showed how much people value their local hardware store. This is your chance to show your appreciation for their loyalty. Here is an email you can personalize with your store information and send out to your customers.
Why Email is Key:
Email is one of the most efficient and effective marketing tools you’ve got. You can send offers, share updates, and get news in front of your customers instantly. As we head into a time when supply chains might be shaky, be ready to send out promotions via email and in-store signs. You’ll want to stay on top of things and keep your customers in the loop.
What You Need to Do:
Send a heartfelt thank-you email. If you don’t already have a store-branded email (like info@yourhardwarestore.com), now’s the time to set that up. It looks professional, and it makes communication easier.
You’ll also need an email client (like MailChimp or Constant Contact) to handle sending out these emails. If you need help setting this up, just let us know!
We also wrote a blog post about why you should have your own domain—you can read part 1 here and you can also read how to buy your own domain in part 2 here.
4. Update Your Digital Presence
Think of your Google Business Profile as your digital doorway—it’s just as important as your physical one. Make sure your profile is up-to-date with current info, new photos, and your Chapter 11 notice if you haven’t posted that already.
Keep it Fresh:
Update your profile with new photos of your store, both inside and out. If you’ve made any improvements, like new displays or product arrivals, snap a picture and share it! Your digital presence should reflect the same care and attention you put into your physical store.
Reviews Boost Your Visibility:
Getting more reviews helps you come up higher in local search results, which is crucial for being found online. While you can’t incentivize reviews (Google’s rules), you can explain to customers how much their reviews help your store.
Pro Tip:
When your team delivers large items like grills or other home orders, bring along a QR code linking to your Google review page. Ask the customer to leave a review on the spot—right when they’re excited about their purchase and relieved they didn’t have to lug it home themselves. This is a win-win!
5. Print In-Store Posters & Outdoor Banner
A lot of your customers already know and love you, but it never hurts to remind them. We’ve created a poster template and an outdoor banner that you can download and display in your store. It’s a simple way to reinforce that you’re locally owned, you’re here to stay, and you value their support. You can print it locally or have it shipped through Office Max or OfficeDepot.
6. Send a Press Release to Local Media
Here’s a pro tip that often goes overlooked—send a press release to your local newspaper or media outlets. This could be your chance to set the record straight about what’s going on with True Value, and reassure your community that your store is doing just fine.
Why It Works:
Local papers love stories about community businesses, especially when there’s a bit of drama involved (like the Chapter 11 filing). By sending a press release, you might even land an interview or a feature, giving you valuable exposure. We’ve got a press release template ready to go if you need one.
7. Show Some Customer Love with a Small Gift or Simple Thank You
A full-blown customer appreciation event might not fit into your plans right now, but that doesn’t mean you can’t show some love. A small token of appreciation—like a branded magnet with your store’s phone number and a QR code linking to your website—can go a long way. It’s a simple, thoughtful way to keep your store top of mind.
Or Just Say It:
Sometimes, a sincere in-person thank you can mean just as much (if not more) than any gift. When customers walk through the door, a simple “We’re glad you’re here” can go a long way in building relationships. It’s those personal touches that customers remember and appreciate.
In Conclusion
These are simple, actionable steps to help keep the conversation going and stay connected with your community. By showing you’re locally owned and operated, gathering customer data, sending thank-you emails, and keeping your digital and in-store presence fresh, you’ll be in a great position to keep those relationships strong.
Remember, this is your moment to remind people why they love shopping local. Stay nimble, keep doing what you do best, your customers know where to get the good stuff – your store. Let us know if you need help with any of these strategies! You can find all the resources here in our Good News Toolkit.
If you found these tips helpful, don’t forget to sign up for our newsletter to stay informed and get more useful insights delivered straight to your inbox.
