(page 44) APRIL 2015
THE SCOOP BY LEAH VADEN BOSCH
S HOW I NG “ LO CA L” S UPP ORT With a competitive petroleum sales market and convenience stores on seemingly every corner, third generation owner and president of Howes Oil, Andy Howes, wanted to create innovation within his family’s business. Howes Oil is a petroleum wholesaler and distributor based out of Sioux Falls. The 77-year-old company did business with various suppliers throughout its history, but the household franchise names were proving difficult to work with. Howes believed his company could experience greater success outside of “cookie-cutter” business methods. Wanting to create a more individual, hometown feel for customers, Howes started working with marketing company Fresh Produce, presenting them with the idea of the Local in January 2012. The year was spent developing Howes’ concept, protecting his ideas, and trademarking the name and imaging. The resulting brand has become “Local Zip,” with each individual convenience store having its own unique name, personalized by the store location’s zip code. The main idea behind Howes’ brand was for every convenience store to be independently owned and have complete control over how its business was run. “No one better understands how to make a store successful than the people who own and operate it every day,” said Howes. “They know their customers best,
and they know what they need to have in their store.” Letting business owners call the shots has proven successful for Howes. With the first wave of seven stations opening two years ago, a total of 11 convenience stores converted into Howes' “Local” by the end of 2013. An additional 17 were done in 2014, bringing the grand total to 28 today. All of the stores are run by the people who own them, and in many cases, two or three generations of a family are involved. “My thinking originally going back to why I thought this concept would work...these people were doing business with the families that owned the business. If we emphasize the fact that it’s locally owned, what better way to do that than with the name ‘Local?’” Howes explained, “People would want to continue supporting the families they have for years.” In the spirit of letting each store preserve its authenticity, the original name is kept along with the Local brand. Howes works with Pride Signs out of Sioux Falls to convert the convenience stores’ exterior imaging, but the interior remains regulated by the business own-
er. Along with offering competitive pricing, Howes believes each store maintaining its originality is vital to his business concept, “People want to support a locally owned business, especially in this area. The last thing I want to do is come in and take away the name of a convenience store they’ve been dealing with for 30 years.” Howes’ creative ideas have established a foundation for a successful, innovative future for his family’s company. With over 30,000 miles spent on the road in 2014 alone, the process has not always been an easy one, but it’s clear from getting to know Howes, it has been more than worth it. Just as he believes each convenience store owner knows how to run their own business, Andy Howes has proven his capabilities in running his. While major franchise companies are establishing duplicate, characterless businesses around us, Local convenience stores remind customers of why it’s good to live in the Midwest. At each Local store you visit, employees are working hard to earn their living, quality is highly valued, and it feels a little bit like home. More info: (605) 336-2288.