www.cumberlink.com
Annual
Dollars & Sense
How to maximize your budget and plan for your future
The Sentinel www.cumberlink.com
Carlisle, Pa. February 27, 2013
2013
The New Consumer
1/5
Everyone’s Saying... What’s coming next?
The weather is wacky.
Times just aren’t the same.
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Annual
D2 • The Sentinel
Wednesday, February 27, 2013
The New Consumer • Feb. 27, 2013 • Section D
2013
Annual Report Dollars & Sense
How to maximize your budget and plan for your future
Inside this issue... 4 What makes a consumer tick in 2013? 4 Online strategies for small businesses 4 How do businesses reach consumers? 4 The most lucrative businesses in 2013 4 How do businesses compete against big-box giants?
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Annual
D3 • The Sentinel
Wednesday, February 27, 2013
The New Consumer
Reaching the online shopper New consumers trend toward latest technology, complete Internet purchases
ping,” he said. “More and changed, especially recently more people are looking for with more a more difficult ncreason@cumberlink.com services and products on- economy. “In a world where work line.” If businesses want to reach Polk said part of that decustomers, they’re going to mand comes from how the • See Online, D4 have to go online. lives of the consumer have When it comes to the 2013 consumer, area marketing eliminating racism empowering women consultants and analysts ywca say technology is the way to carlisle reach them — even if it will be a continually changing • Preschool classes method to get there. The importance of on• Adult wellness classes line shopping to businesses • Support groups isn’t exactly new, but David • Girlpower and Afterschool homework clubs Polk, co-owner and princi• Young Wonders summer day camp pal researcher at Polk-Lepson Research Group in York, • Sexual Assault/Rape Crisis Services said more consumers will be of Cumberland Co. moving to online shopping Rape Crisis and to a complete online ex24 Hour Hotline: 301 G Street perience. 1-888-727-2877 Carlisle, PA “There’s no doubt about it, though it won’t be a sur717-243-3818 prise, there will be more of www.ywcacarlisle.org a demand for online shopBy Naomi Creason The Sentinel
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D4 • The Sentinel
Wednesday, February 27, 2013
Online • Continued from D3 has gotten so much harder — with downsizing and people doing two jobs — people don’t have time to shop,” he said. “Shopping is a leisurely activity. There’s a convenience to sitting at your desk and shopping.” With more and more businesses going online, Polk said he and other Internet shoppers are also finding more products available at their fingertips. “It’s universal with what is offered,” he said. “You can buy anything from clothes to automobiles. You can find almost anything — even small items are now sold on the Internet.” Polk said he recently bought small plastic inserts needed for the legs of his porch furniture that he couldn’t find at a local hardware store. Despite the small scale of the request, he found plenty of companies online willing to get it to him. “My whole order was under $20, and in four to five business days, it came to my house,” Polk said. “I’m
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• See Online, D5
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Wednesday, February 27, 2013
The Sentinel • D5
Online • Continued from D4 getting something from Arizona to my house in York.”
Changing technology
The Polk-Lepson Research Group is a business to business firm that helps “reduce the risks of making decisions,” Polk said. The group’s primary market is in the mid-Atlantic states, but they have also recently worked for companies around the world as the online marketplace expands. As worldwide products become available for local consumers, there are also some challenges for local businesses to reach
their market. “It’s a revolutionary modern time of shopping,” Polk said. Part of that revolution in technology comes with problems in regard to understanding it. Marietta Egervary owns SpectraComp and Emerson Egervary and Associates in Lisburn, Pa. and said technology expands and changes very quickly without a lot of time for small business owners and even consumers to understand completely how a website, QR code or smartphone app should be used. “Technology today is growing at an incredibly
rapid pace and providing so many avenues to reach the consumer that it is often very difficult to determine your approach, especially when you are looking at a client’s budgetary considerations,” Egervary said. “Ideally you want to layer your media message to reach as many people on as many levels that the budget will allow — with the right message for each. An advertising program could include everything from traditional advertising such a newspapers, TV, and direct mail, to well-planned websites, social media, email and mobile marketing. Even grassroots marketing should not be
overlooked.” Part of that mobile marketing is tapping a growing number of people who are shopping online with smartphones. Plenty of people already opt to shop with their phones, which Polk notes has proven to be a hindrance to some physical businesses. “Part of that online activity are smartphones,” he said. “You have people comparing prices as they’re standing
in a store. People have gone ordering from Amazon while into bookstores and go back they’re standing there.” and order them through Amazon. Sometimes you have people standing in a • See Online, D6 mom-and-pop bookstore,
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Annual
D6 • The Sentinel
Wednesday, February 27, 2013
Online • Continued from D5 Smartphones are an example of how quickly a technology can chance and collect an audience that was not identified by most businesses last year, and in some cases still aren’t. Businesses are now only catching up with the growing attraction of smartphones, and Comcast only recently created an app
• See Online, D7
“For banks, the physical market is stagnant. The only way banks are growing is buying other banks. What (the bank) realized, is they can expand their marketplace very easy by using online banking. People are more and more savvy with the use of the Internet.” David Polk
Polk-Lepson Research Group
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Annual
The Sentinel • D7
Online • Continued from D6
the same kind of online security that computers provide, and Polk said it’s that kind of security from identity theft that is the main concern among online shoppers and online bankers.
to control a problem that is usually the foremost concern with Internet shoppers — security. Smartphones didn’t have
Should security become less of an issue, Polk is looking forward to the “complete online shopper.” Polk said he is currently working with a bank that is looking to expand and opt-
ing to do that online. “For banks, the physical market is stagnant,” he said. “The only way banks are growing is buying other banks. What (the bank) realized, is they can expand their
marketplace very easy by using online banking. People are more and more savvy with the use of the Internet.” Polk said should more consumers opt to do online banking — even with a
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Annual
D8 • The Sentinel
Wednesday, February 27, 2013
The New Consumer
Online strategies for small businesses
It is crucial in this day and age for businesses to have up-to-date websites.
Zachary Ziegler, partner at 717 Studios, which offers website and online branding, said it is crucial in this day and age for businesses to have websites. “Websites are another avenue to gain customers,” he said. By Andrew Carr Because of that, it is important to not only The Sentinel have a website, but to have a site that is up acarr@cumberlink.com to date. “The challenges are that the market place More and more people are using the In- is going through some changes,” he said. ternet to do their shopping and information “Everybody is online now, just having a gathering than ever before. With this trend, businesses must change • See Small business, D9 as well to compete, even in the local arena.
■
“One of the things that was surprising to me I heard while I was at a conference is how many small businesses lack a web presence.” Carlisle's #1 Pet & Feed Store
Gene Barr
president and CEO of the Pennsylvania Chamber of Business and Industry
Above, right: Al Laganosky, junior web developer for SevenOneSeven Studio in Carlisle, works on a customer’s website.
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Photo by Jason Malmont/ The Sentinel
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Annual
Wednesday, February 27, 2013
The Sentinel • D9
Small business • Continued from D8 a website doesn’t set you apart now. You have to have a website that is above and beyond what you used to have because there are so many competitors out there and so many people online, it is important to differentiate yourself.” Because of this, Ziegler said it is important to keep websites up-to-date and user friendly. Embracing a web presence is just an important as the store’s physical location, he said. “People need to treat their online presence as another store front,” he said. “You keep your storefront clean, you keep it nice, you keep it up to date, nice amenities, modern, that kind of stuff, but sometimes people overlook their website.” Gene Barr, president and CEO of the Pennsylvania Chamber of Business and Industry said he was surprised that many businesses have not embraced this online trend. “One of the things that was surprising to me I heard while I was at a conference, is how many small businesses lack a web presence,” he said. Ziegler said most people, even those locally, are finding businesses through online searches, so functionality is key. “Most people are finding
• See Small business, E1
food. movies. history. gaming. police. sports.
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Wednesday, February 27, 2013
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The New Consumer • Feb. 27, 2013 • Section E
2013
Annual Report Dollars & Sense
How to maximize your budget and plan for your future
The New Consumer
Small business
“An opportunity to prospective clien show other ts interested in their that you are c taking care of the oncerns and m ra just avoiding socia ther than l media.”
• Continued from D9 you today, their first impression is what they see on your website, and you cant change somebody’s first impression,” he said. Social media are also just as important, he said. Engaging the customer through social media is a great way to get out the message about the business as well as products offered. But just posting sales is not enough. “It is not just about posting and advertising yourself on Facebook, it is about actually engaging that customer and engaging in a conversation with them online,” he said. That personal connection will help draw customers to the business, but many are concerned about criticism. “Some people are fearful of going on social media because they think that somebody might post something negative about that, but if they have something negative to say they are going to say it anyway,” he said. Having the ability to engage with the customer allows the business
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• See Small business, E2
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Annual
E2 • The Sentinel
Wednesday, February 27, 2013
Small business • Continued from E1
Jason Malmont/The Sentinel
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owner to connect with those who are criticizing and change for the better. “If they post it to your social media account, you have the ability to respond to them,” Ziegler said. “It’s an opportunity to make things right with them and an opportunity to show other prospective clients that you are interested in their concerns and taking care of them rather than just avoiding social media.” Another important aspect of an online presence is that of a mobile-friendly website. With the use of smartphones, the number of searches on those phones in drastically increasing month to month, Ziegler said. “Mobile traffic is set to overtake regular desktop traffic sometime this year,” he said. “It is very important to have a mobile strat-
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ter, Youtube, LinkedIn or other social media accounts also help get the word out, and that word must be linked and consistent, he said. This also drives non-local customers to the business. “The Internet gives access to anyone even if they aren’t in your back yard,” he said. Pat Craig, owner of Pat Craig Studios at 30 W. Pomfret St., Carlisle said the website portion of her business is incredibly important. Setting up the site initially, Craig said she wanted to
“Mobile traffic is set to overtake regular desktop traffic sometime this year.” Zachary Ziegler SevenONESEVEN Studios
• See Small business, E3
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egy in place.” This includes either having a mobile website or a website that is mobilefriendly. “Everybody has a smartphone these days and your website really needs to be mobile friendly. You need to look at that as another avenue,” he said. “If they go to your site on a mobile phone and it doesn’t work well, you are losing a customer that way.” George Book, president and CEO of the West Shore Chamber of Commerce, said it is important to make sure the message of the website is clearly defined. “A clear consistent message, one consistent with the other avenues of advertising the business is using, is very important,” he said. “You must be preaching the same thing across all levels, all mediums.” Having a Facebook, Twit-
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Annual
Wednesday, February 27, 2013
The Sentinel • E3
Small business • Continued from E2 mirror the store experience, but found that no sales were being made through the site. After restructuring the site and adding social media aspects to their online strategy, Craig said it was important to understand what the consumer was looking for. “Most people shopping online are comparative price-shopping or looking for a specific item,” she said. “We make sure that we partner with the commercial product lines that we carry so that if you go to one of our suppliers, if you are looking for something in particular, they will tell you what store in your area carries that product and we will come up.” Craig said she has also found that Facebook allowed
“Everybody has a smartphone these days and your website really needs to be mobile friendly. You need to look at that as another avenue.” Zachary Ziegler
SevenOneSeven Studio
• See Small business, E4
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Annual
E4 • The Sentinel
Wednesday, February 27, 2013
The New Consumer
Reaching out acarr@cumberlink.com
her to drive more business into the shop and the website. “I have made more sales that way than I have ever made o f f my we bs i te ,”
she said. Having the ability to socially connect with her customers is an excellent tool, she said. “You have the opportunity to talk more directly with them, share with
them,” she said. This also allows the opp o r t u n i ty to m a ke t h e store and the area a “destination draw,” offering entertainment options, such as Music in the Garden.
n ctio nne
• Continued from E3
l co
Small business
In small town communities such as those throughout the Central Pennsylvania area, businesses communicate with consumers in several ways. George Book, president and CEO of the West Shore Chamber of Commerce said there are several strategies for small businesses to reach consumers in the community, Chief among them: creating a relationship with the customer. “A lot of what we try to do, especially with the small businesses is provide relationships,” he said. Book said that by building those relationships, customers begin to trust merchants, which will keep them coming back. “I think by building the relationships first it makes the selling portion of whatever it is your goods and services are, a lot easier,” he said. “People are more likely to buy goods and services from someone
Soc ial
The Sentinel
a son Per
By Andrew Carr
med ia
Building trust with the consumer is key to developing a business relationship
Buil
ding
t r e v
d
truAs t
g n i is
• See Reaching consumers, E5 www.Harrisbur gAcademy.or g 717-763-7811
Jason Malmont/The Sentinel
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Annual
Wednesday, February 27, 2013
The Sentinel • E5
Reaching consumers • Continued from E4 that they trust and that they know. If we can help facilitate the building of those relationships it really does benefit those business owners and those business numbers.â€? Book said this relationship doesn’t just help the business, but consumers as well. “It also benefits the consumers too because if you have a business that is located there in your backyard,
somewhere where you know they live and work in the same place that you do, it makes it a lot easier for them to feel comfortable going in and spending their hardearned money on something that they may not spend it on otherwise,� he said. Creating those relationships doesn’t come easy, he said, and involves follow-up and multiple visits and conversations. “You have to stick with it, it is a process,� he said.
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“ T h e C h a m b e r h e l ps bridge that gap by providing that common ground,� he said. “It gets you through that gatekeeper, if you will, when you are trying to approach someone about business.� Gene Barr, president and
CEO of the Pennsylvania Chamber Of Business And Industry said chambers help small businesses reach consumers by allowing
• See Reaching consumers, E6
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chance in the end that it will work out for you.� Book said Chamber of Commerce organizations also help provide interrelationships between businesses, which help encourage a strong community.
“Sometimes it takes weeks, sometimes months, sometimes years before those relationships are built or those opportunities arise, but again if you have the opportunity and stick with it and stay consistent there is a
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Annual
E6 • The Sentinel
Wednesday, February 27, 2013
Reaching consumers • Continued from E5 businesses to work together to better the community. “There is always a role for small local business to play,” he said. Providing enhanced service, local products and being part of the community is a great way to get customers in the door. “I know a lot of people very much enjoy getting o u t i n to a s m a l l tow n , walking the main streets, seeing the different merchants,” Barr said. Traditional approaches to reach customers also contribute to how businesses appeal to customers and how customers choose where to spend
their money. Advertising in radio, television, newspapers and magazines are also important, Book said. However, when advertising, the message needs to be complete, concise and consistent. “I think one of the biggest things is consistency,” Book said. “Whatever message it is that the business is trying to employ or spread, that that message be consistent across all mediums, whether its print, whether its advertising, radio, whatever form of communication you are using. Keep the message consistent, because consistent messages tend to stick more than those that are
varied and changed constantly or on a regular basis.” The message also has to be relevant, said Jonathan Bowser, director o f e co n o m i c d eve l o p ment and vice president of the Cumberland Area Economic Development Corp. Keep in mind what the consumer wants and how best to offer those products. With technologically advanced opportunities, consumers are also going toward an online trend, which Book said is important to understand as well.
• See Reaching consumers, E7
“Whatever message it is that the business is trying to employ or spread, that that message be consistent across all mediums, whether its print, whether its advertising, radio, whatever form of communication you are using.” george Book
president and CEO of the West Shore Chamber of Commerce
Jason Malmont/The Sentinel
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Annual
Wednesday, February 27, 2013
The Sentinel • E7
Reaching consumers • Continued from E6
Jeff Palm, executive director of the Mechanicsburg Chamber of Commerce, said social media is a big way for businesses to reach customers. “Having that interactive sort of content allows you to connect with not only customers but the community as well,” he said. M i c h e l l e C r o w l e y, p re s i d e n t a n d C E O o f the Greater Carlisle Area Chamber of Commerce said social media are very important for businesses to connect to the community. “Many businesses are afraid to use social med i a , Fa c e b o o k , t h i n g s like that, but they need to keep an updated online presence,” she said. Social media are inexpensive alternatives to traditional advertising, b u t t h o s e t ra d i t i o n a l m e t h o d s a l s o n e e d to co n t i n u e to b e u se d ,
she said. “ I k n ow m a n y s m a l l businesses who are neglecting their websites and moving more to using Facebook as an alternative,” she said. “While that may work, people will still find the site.” Palm also suggested businesses taking part in the community by providing sponsorships. “ S p o n so r i n g tea m s, such as Little League, is a great way to get your name out there,” he said. Crowley said that hosting events at the business, such as open houses, can also increase foot traffic. Jeff Wood, owner of the Whistlestop Bookshop at 129 W. High St., Carlisle, said service is the key to keeping customers. He said his storefront o f fe rs a p e rso n a l co n nection and “quite a different appeal than sitting in front of a computer or going to a huge department-type store.”
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E8 • The Sentinel
Wednesday, February 27, 2013
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The New Consumer • Feb. 27, 2013 • Section F
2013
Annual Report Dollars & Sense
How to maximize your budget and plan for your future
$
The New Consumer
Health care a major industry in the county
$$
Two pieces of major construction will introduce PinnacleHealth’s West Shore Hospital in Hampden Township and Holy Spirit Health System’s Spirit Urgent Care and Data Center in Camp Hill. ■
By Naomi Creason The Sentinel
ncreason@cumberlink.com
With one health system building a hospital, another building an urgent care and data center and plenty of new physician practices moving into the area, Jonathan Bowser said it’s no wonder the health care industry is and will continue to grow in Cumberland County. “One industry that has been lucrative in Cumberland County is the health care industry,” said Bowser, the director of Cumberland County Economic Development
and corporate vice president. “That could be health care providers or insurance providers. There’s been a lot of expansion, with the (West Shore) hospital and Holy Spirit’s new facility.” Two pieces of major construction will introduce PinnacleHealth’s West Shore Hospital in Hampden Township and Holy Spirit Health System’s Spirit Urgent Care and Data Center in Camp Hill. P i n n a c l e Hea l t h b ro ke ground in October on its West Shore Hospital, which will be located near the health system’s Fredricksen Outpatient
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$
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Center on Technology Parkway. The $150 million building had its last steel beam go up Feb. 20, and construction crews hope to have the structure fully enclosed by the fall and open for a projected spring 2014 date. “Growth in the township is positive and will drive other business to the area,” said Kelly McCall, spokeswoman for PinnacleHealth. “Our expansion will also help PinnacleHealth to recruit doctors and attract specialists. The
• See Lucrative business, F2
Are more cancer patients surviving?
Yes. Positively.
Does she consider her work “optimistic and uplifting?”
Irina Sachelarie, M.D.
Her own mother was diagnosed with cancer when Dr. Sachelarie was finishing her residency. That may explain her choice of specialty and her focus on making patients feel comfortable. “Patients develop closer relationships with their oncologists. They feel the actions we take save their lives,” she said. Today, she notes there are multiple treatment options for different cancers. “One model doesn’t fit everyone. We customize each treatment plan.” For more information or to find a physician, please go to CarlisleRMC.com or call 1-855-249-CRMC.
Positively.
Annual
F2 • The Sentinel
Wednesday, February 27, 2013
Lucrative business • Continued from F1 growth is expected to create several hundred new jobs by the hospital’s completion in 2014.” While the hospital is a brand new construction project, Holy Spirit Health System opted to use the structure from an old grocery store close to its Camp Hill campus to build its Spirit Urgent Care and Data Center. The 35,000-square foot building is expected to open this year, with the urgent care center occupying 6,600 square feet and the data center occupying 28,000 square feet of space. The Spirit Urgent Care Center will open Monday, April 29, and the data center is expected to open in early April.
PinnacleHealth’s West Shore Hospital, located at 2015 Technology Parkway, Mechanicsburg. Jason Malmont/ The Sentinel
• See Lucrative business, F3
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Annual
Wednesday, February 27, 2013
The Sentinel • F3
Lucrative business • Continued from F2
R i c k Sc h a f f n e r, senior vice president and chief operating officer at Holy Spirit, said using the old building saved the health system $10 million. However, with the new electrical work, the expected IT work with the data center and additional services needed, Schaffner said the new center will bring jobs and use local services in the area. “As for an economic impact, we support a lot of things, and we try to be out and about in the community,” he said. “We do what we can to support the local area.”
Indirect impact
In addition to the construction of the new locations themselves, Bowser said vendor businesses also get a big bump from the health care industry in the area. “That could be any number of suppliers to those types of facilities,” he said. “There’s a lot of medical transcription jobs, and commercial laundry type of companies that do cleaning and replacement of linen. We’re
starting to see a lot of vendors that support the industry. They’re starting to grow and expand as well.” Along with using local services, new health care buildings also tend to attract new physicians to the area. Holy Spirit’s Carlisle Family Health Center opened December 2011 and has since brought in a number of new physicians as well as specialty services, including services from the Kunkel Surgical Group, Vascular Associates and Capital Cardiovascular Associates. Likewise, PinnacleHealth’s Fredricksen Outpatient Center continues to grow with additional outpatient services. RMA of Philadelphia is the newest group to come into the center and provide state-of-the-art fertility treatment. The center also offers clinical services, medical services and ancillary services that cover a wide range of specialties, including prosthetics, orthopedics, vein surgery and wound care. “Adding services at the Fredricksen Outpatient Center does add convenience for local residents,” McCall said. “In addition, those that lease space, primarily physician practices,
appreciate the other outpatient services located within the center that are convenient for their patients. And by expanding our ‘local’ presence, we help ensure that patients receive coordinated care regardless of where they live.” Bowser said the major health systems are also joined by other medical facilities cropping up in the region. In addition to Holy Spirit’s urgent care center, other private businesses are opening up their own urgent care centers. “We’re also seeing a lot of Patient First and AllBetterCare facilities starting to pop up in the county, starting to take the pressure off of ERs,” Bowser said. “We’ll probably see one or two of those pop up in 2013.” Bowser added the health care
• See Lucrative business, F4
“If you look at it from a macro level, (the industry) is growing because the demographic is growing.” Rick LaVanture
Holy Spirit Hospital
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Annual
F4 • The Sentinel
Wednesday, February 27, 2013
The New Consumer
Small businesses also on rise in Cumberland County By Naomi Creason The Sentinel
ncreason@cumberlink.com
While health care is and will be a major industry in Cumberland County, it isn’t the only one seeing an upturn in business. Many industries have been cutting back because of the economy, and CareerLink Site Administrator Marcia Myers said the center has ended up concentrating more on contracts with employers. “We’re really focusing right now on on-the-job training contracts,” Myers said. “We give them the bare minimum training to learn the job’s system.” Mye rs s a i d e m p l oyers come to them and have CareerLink train employees who were cut from one area and need to be trained in another area. Those job cuts and general employment insecurity has caused a growth among entrepreneurs, said Jonathan Bowser, director of Cumberland County Economic Development. “A lot of activity recently has come from mid- to senior-level executives who are retired or were let go due to the economy and are going out to start new businesses in whatever their fields are,” Bowser said. “We’ve been seeing a lot of that.” Bowser said this trend involves a lot of service-
type occupations. “There are attorneys who worked with a boss and want to start their own firm,” he said. “There are people working for large corporations as accountants and say, ‘Hey, I have my contacts. I could do this on my own.’ There have been people from established consulting firms who have a
very specific expertise who were downsized. There are a lot of people cashing in their 401ks for feed money for their own business. We’re looking at an entrepreneurial trend. They have a little more control over their own life. It’s a whole new group of folks entering the small business area.” The Pennsylvania Small
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• See Small business, F5
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industry also includes big employers like Capital BlueCross and Highmark, as well as Novitas Solutions, which just expanded into Cumberland County and bringing with it 200 to 300 new full-time jobs. The Hospital & Healthsystem Association of Pennsylvania said the health care industry has always had a major economic impact on the area. In the association’s February 2012 report, it estimated the industry had a direct impact of $40.1 billion in the state and $98.9 billion in estimated total contribution. The 257 licensed hospitals provided nearly 267,000 full-time and part-time jobs, and helped create an additional 317,000 jobs statewide. The association also reported a growth in the number of specialty care vs. general acute care. The number of specialty hospitals has increased more than 10 percent since 2003. Rick LaVanture, senior vice president of strategic planning at Holy Spirit, said growth in the industry can also be attributed to the simple growth of people who need their services. “If you look at it from a macro level, (the industry) is growing because the demographic is growing,” LaVanture said.
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Annual
Wednesday, February 27, 2013
The Sentinel • F5
The New Consumer
Competing with the big-box stores merchants they trust. George Book, president and CEO of the West Shore Chamber of Commerce, said building those relationships if the most important step to competing with those stores. “Everybody talks about ‘well the box stores have the ability to offer much, much lower prices,’” he said. “Although that may be the case in some issues, that is not always the case in all issues.”
Pennsylvania Chamber of Busi- gies is service. “Service is a very critical offerness and Industry, said there are acarr@cumberlink.com many strategies small business- ing,” he said. Creating relationships with cuses can take to compete with With community businesses these stores. Chief tomers is important to providtrending toward big-box stores, a m o n g s u c h ing good service. Once a rapofficials stress it is more important strateport with the customer than ever for small local businesshas been made, they es to compete. are more willing Gene Barr, president to spend their and CEO of the money with
By Andrew Carr
The Sentinel
Photo by Jason Malmont /The Sentinel
With big-box stores comes high personnel turnover, he said, and with high turnover, the customer doesn’t have a personal connection with employees. “The big-box stores tend to have turnover in employees with managers, sales people, those types of things, where normally your local businesses, it is the same person that your parents dealt with or that you are dealing with, that your kids are going to deal with, and when you can build those relationships you are already
• See Competing, F6
Small business • Continued from F4 of the state’s employers and employ 228,800 workers, accounting for 48.5 percent of the private-sector jobs, according to data from the U.S. Small Business Administration. By county in 2010, Cumberland County had 19,898 small businesses, Perry had 3,638, Dauphin had 21,484, Franklin had 11,833, York had 33,176 and Adams had 8,314. Bowser said he’s seen a growth in small businesses and away from what was a major industry in Cumberland County — manufacturing. “Overall, you’re seeing us
getting away from Carlisle T ire & Wheel, IAC and Tyco ... industrial sites that have left the area,” Bowser said. “Instead, we’re using once-industrialized sites for mixed-use. We haven’t seen a lot of activity with manufacturing groups. It’s slowly being replaced by attorney’s offices or mom-and-pop shops. We’re starting to see a lot of those.” Bowser noted different kinds of businesses will be popular in different parts of the county. “If you look at the West Shore, it’s pretty much filled in, but you still see businesses coming in, especially on the Carlisle Pike, which seems to be a hot area,” he
said. “Lower Allen has identified some sites for economic development, and we see a lot of activity around Carlisle. We see pockets of the population starting to move to the western part of the county. That’ll be the area where a large box facili-
ty will want to go. We’ll see a lot of activity there, and we expect that to continue over the next few years.” Bowser said the reason why western Cumberland County and the rest of the area is an attraction to bigger businesses is because of
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Annual
F6 • The Sentinel
Wednesday, February 27, 2013
Competing • Continued from F5 building the mortar of your staying power in the community,” he said. Barr echoed Book’s sentiments that strong businesses come from strong community involvement. “They might have been in downtown Carlisle for over 100 years or something along those lines, I think that makes sense,” he said. “If it is a jewelry store, ‘we sold jewelry to your mother, father, grandparents, etc.’ Those kinds of things do tend to make a difference to consumers.” While history and personal connection are a must, Barr said competition hinges on service and niche or local products that big-box stores cannot offer. Book agreed, saying, “Even though times may change and things may change around you, those businesses who have a stable foothold and have those relationships in the community, give back to the community or are being part of the community, those are the ones that are going to end up staying despite whatever box stores may come through. They are going to still be
Jason Malmont/The Sentinel
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• See Competing, F7
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Annual
Wednesday, February 27, 2013
The Sentinel • F7
Competing • Continued from F6 around and still doing business.” Jeff Wood, owner of the Whistlestop Bookshop at 129 W. High St., Carlisle, said that is what allows his business to compete with both online book sales from Amazon and big stores like Barnes & Noble and Books-A-Million. “I pay close attention to customers and
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• See Competing, F8
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CARLISLE
SHIPPENSBURG
Annual
F8 • The Sentinel
Wednesday, February 27, 2013 Photos by Jason Malmont/The Sentinel
Whistlestop Bookshop, located at 129 W. High St., Carlisle.
Competing • Continued from F7 said having a small community-based bookstore offers a different feel than other shopping experiences. “It is quite a different appeal than sitting in front of a computer or going to a huge department-type store,” he said. Since 1988, Wood’s business has seen many other bookstores come and go in the community. With the closing of Borders, Wood said he noticed a bump in sales, but nothing spectacular. He said sales remain generally the same because of his customer base.
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“Before Borders, we survived Encore and Crown and some others,” he said. “They were just yet another chain.” Wood said it seems that the current trend in the book selling world is coming back to locally based shops. “It seems to be that way at the moment with more and more big box stores being effected in different ways by online shopping,” he said. “The current trend in the book-selling world seems to be the establishment of neighborhood-type bookstores. That is sort of reinventing a new idea. We have been a neighborhood book store for almost 30 years.”
Steven McCarren, owner of McCarren Supply said he is in a unique position to compete with the prices offered by big-box stores. “We kind of have a niche that we can actually compete on price,” he said. “I don’t know how you would do it if you have to compete with them head to head.” With 15 years in the local community. McCarren said that cultivating relationships and keeping customers happy is crucial to business. “We hear fairly regularly from people that would rather buy from a local business,” he said.
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