SOMBA K'E/YELLOWKNIFE
Some Yellowknife retailers talked to the Yellowknifer about this past Christmas holiday shopping season. In the face of stiff online competition, they are staking their ground in the modern marketplace.

It's knowledgeable staff -- like photography specialist Jeremy Findlay at Roy's Audio Video -- that are part of the solution to the challenge online shopping presents to Yellowknife retailers, said business owner Maureen Crotty-Williams. - Walter Strong/NNSL photo

Maureen Crotty-Williams, business partner in Roy's Audio and Video, referred to "structural changes" in the way people shop thanks to the rise of online shopping and home delivery.

It's not necessarily online pricing that is the challenge. For example, Roy's Audio and Video tracks online prices for photography cameras and gear to make sure they remain competitive.

Even though the perception that online pricing is necessarily less expensive than in-store shopping may be more assumption than fact, it's not just the price point that challenges brick and mortar stores.

"The Internet is a very attractive place to shop," Crotty-Williams said.

"Sitting down at your laptop to shop at nine in the evening and (then) having it come straight to your door, that's tough to compete with."

But Roy's does compete. Crotty-Williams said its knowledgeable staff, the chance for hands-on shopping, and after-sales support that are the foundation of success in the world as retailers know it.

"Your people on the floor have to be excellent," Crotty-Williams said. "They have to have a great manner with people to make the experience enjoyable."

This Christmas, shoppers gravitated towards 4K televisions, Apple iPhones, and some unexpectedly hot-selling hobby items like Go-Pro hoisting remote control drones.

Crotty-Williams said that although the final numbers aren't tabulated yet, this year's shopping season will probably be similar to last year.

Gord Olson, owner of Polar Tech Recreation and Trails End Harley Davidson in Kam Lake said he's also found his niche and that made for a good holiday shopping season.

"We had a very successful Christmas season," Olson said. "That is my peak season. It basically sets us up for rest of the year."

Competing on price alone is a downward spiral. Instead, Olson said he focuses on equipment and gear with that require strong customer service either before or after sale.

"We're a service-oriented company," Olson said. "If you have a problem with your Ski-Doo, you can't just order a part online and then bring it in to me and say you have a problem."

"You can order winter gear online, but if it doesn't fit properly or a if a zipper breaks, you've got nowhere to turn."

Lily Mtomgwiza concurred with Olson's approach to finding his place in the online world.

This was Mtomgwiza's first holiday shopping season at Elegance, the shoes and accessories store she opened last August in the lower section of Yellowknife's Centre Square Mall.

She didn't go into the holiday season with sales targets in mind, but she stayed true to her strategy that a hands-on selection of shoes, boots and accessories would motivate shoppers to close their laptops and head downtown.

And it worked.

"People really appreciate it," Mtomgwiza said of shopping in-person.

"A lot of people came in and complained that they had made online orders but they were put on backorder or deliveries were delayed."

"The appreciated having the ability to try shoes on then and there, and take them home with them."

Mtomgwiza said overall it was a good holiday shopping season, with a lot of foot traffic generated by the pre-Christmas indoor market the mall hosted.

"It was great that we had the farmers market at the mall," Mtomgwiza said.

"That was an extra bonus, it brought new people in. People were surprised to see new stores in the mall and to see that things had changed."

"We got a lot of positive feedback."

Judith Drinnan's Yellowknife Book Cellar has been in the Yellowknife market since 1979.

She said in her experience, retailers can no longer bank on anything when it comes to Christmas shopping.

"I never know what to expect anymore, that's just the way retail has gone," Drinnan said.

"I had a steady season (this year)," she added. "It started early this year. We had two years where it just didn't happen right until the last minute, which is always a bit worrisome."

Drinnan said she's seen indication of some clawback of ground lost to online and e-book sales.

"It's hard to measure some of these things," she said. "But I listen to what my customers are telling me, and a lot of people voice their intention to shop locally."

On e-books, Drinnan said the convenient technology seems to have found its place in the market, and it hasn't meant the displacement of traditional books.

"E-books are not rearing their ugly head the way they were two years ago," Drinnan said. "Like any piece of technology it has it's place. When anything new happens people go overboard. It seems that's happened several times in the book industry."

The Yellowknife Book Cellar does offer online shopping and Drinnan said her toll-free number is busy, but in the end the ball is in the consumer's court.

"Ultimately consumers vote with their dollars," Drinnan said. "If you value us, then you will use us. If you don't value us then we won't be here tomorrow."