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Checker's "niche" logo indicates "not in chains". A "niche" is "a specialized market".
INDEPENDENTS versus CHAINS
The creation of the "niche" logo
The conflict, Independents versus chains has continued for years. Chains, with massive buying power versus the small entrepreneur.
Independents cannot compete with price. They compete by providing classes, specialized service and when possible quality products that are not sold in the chains. Independents prefer products that are not in the chains.
How do Independents know what products are not in the chains? Checker represents over 800 suppliers. We have fabrics, notions, quilting supplies, books, patterns, crafts and gifts. We know which products are not in chains. We identify independent friendly products by:
- Marking them with the "niche" logo in our catalogs and advertising.
- Identifying suppliers who provide independent friendly products.
- On our packing lists and invoices having the @ symbol at the beginning of the description of an item.
- Actively promoting these products.
- Providing selection "niche" lists of products for Independents to select.
Some suppliers do not have products in the chains; others a few and some have their entire product line. There are many selection opportunities for Independents.
Chains do not always select the "best" items. Many times their choice is based upon making "middle of the road" choices that will have broad appeal. They skip over the good quality items.
Chains do not make "quick" changes once the initial choices have been made. Trends and specialty areas are many times left out. There is opportunity for Independents in fabrics, notions, crafts, books, patterns and gift items.
Sometimes brand recognition, consumer demand, or patented uniqueness mandates the Independent to stock a chain item. By contrast, different packaging allows many choices for the same or similar products. Checker has identified these items for you.
Why is Checker doing this? We only sell to Independents. That is our "niche". We need to help the Independents be successful. It is a "WIN / WIN" situation.
What about going forward? There is the possibility that a product that is not in a chain now could some day be there. Upon discovery we will immediately remove the product from our "niche" program list. If you find a "niche" endorsed item in a chain then please let us know.
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