A Legacy of Community: Catching Up with Chang So

When Chang So, owner of Hollister IGA and Windmill Markets in Hollister and San Juan Bautista, California, answered a call in late 2019 from C&S Wholesale Grocers, he wasn’t expecting to hear that they had nominated him for IGA Retailer of the Year. He was even more surprised, but thrilled, to later learn that the store was recognized as a 2020 IGA Hometown Proud Retailer of the Year.

Since receiving that call, So has continued to build upon his legacy, fostering a warm and welcoming environment for the residents of his local community.

Family Roots, Community Branches

The story of Hollister IGA and Windmill Market began in 1983 when Chang's father, Hank So, partnered with another family to purchase the first store. A few years later, they expanded, opening Hollister Super Two and eventually Windmill Market. While So operates solo now after his partner's retirement in 2019, the family spirit remains strong.

The stores hold a special place in the community.

"There is a long running joke in town that everybody works at the markets at some point," So said.

He loves hearing stories about people who started their careers as stockers or baggers. Others find their place at the stores and stay to grow their careers.

Today, some employees that have been with the store since the beginning are starting to retire.

“I am so grateful for these people that helped us build our stores, but I am happy to see them moving on to bigger and better things,” So said, noting that it is always a little bittersweet when they leave.

A Shot in the Arm

Although the stores have long been a local mainstay, being recognized as a 2020 IGA USA Retailer of the Year gave So and his team ammunition to make the stores even better.

“We thought we were already doing a really good job selling groceries and catering to our community," So said. "This gave us a shot in the arm to do more and do better.”

So explained that he had always felt that there was a lot of enthusiasm in his team and throughout this store, but that the award amplified it even more.

“To be nationally recognized and validated for what we were doing in our small community really pushed us along and helped us get to the next level.”

Chang So (second from right) receives the IGA Retailer of the Year award from IGA Chairman Mark Batenic (left) and IGA CEO John Ross (right).

Knowing Your Neighbors: The Secret Sauce

To take the store to the next level, So fell back on his refreshing, simple philosophy: truly know your customers. In a county of just 65,000 people that primarily acts as a bedroom community for Silicon Valley and Santa Clara, his stores are more than just places to shop; they're places for neighbors to connect.

“Everybody knows each other. It’s more of a meeting place or a gathering place,” So explained.

By knowing his customers, So doesn’t just mean asking them to fill out surveys, he means taking the time to talk to them and understand what they are really looking for in a store — making sure customers feel heard and valued.

With a large Hispanic population in the area, two of his stores began by predominantly serving that market. So said that the Hispanic market traditionally shops the perimeters, prioritizing fresh, high-quality produce and a full-service meat department. He also offered specialized experiences, like an in-house taqueria.

This attention to quality food at low prices soon caught the attention of other people in the community. Through just word of mouth, the demographics of his customer base quickly expanded.

Celebrating the Community

When all three stores underwent a design refresh, So decided that just having a great relationship with the community wasn’t enough — he wanted to actively celebrate them in the decor of the store.

Starting with the IGA chalkboard design concepts, he made them his own by integrating pictures from all around the community. Now, when people visit the store, they love seeing places and people that they recognize around town.

A Windmill IGA shelf tag about a local California farmer.

So's dedication extends beyond the walls of his stores. He actively participates in local events, donates to non-profit groups, and supports veterans. He believes in giving back without seeking recognition and building trust and goodwill within the community.

“Anytime there is a food event or a barbecue, we always try to donate or help out if we can,” So shared.

Creating Experiences

In addition to the store refresh, So has added new customer experiences. For example, while celebrating their 40-year anniversary last year, the stores decided to take advantage of their in-store taqueria to offer a new special: Taco Tuesday. Featuring a variety of meats and toppings, the tacos initially sold for just 79 cents each. The event was so popular that they decided to make it a regular store tradition. Today, the price of the tacos are a bit higher, but people keep lining up to get them.

The new signage and menu at the in-store taqueria.

Take Your Time

When asked about his tips for great customer service, So replies that it is all about going a little bit slower. Everybody is busy today, and they are always rushing to get to the next thing. But, by slowing down and taking the time to chat with customers, his employees grow to genuinely understand their needs.

Slowing down doesn’t only help with better relationship building. So has also found that encouraging employees to take a little more time actually makes them more efficient at their jobs, all while reducing stress and creating a better overall experience.

Embracing Change, Maintaining Tradition

So isn't afraid to adapt to changing times. He has implemented self-checkout options for convenience while ensuring a continued focus on personal customer service.

“People were hesitant because they thought we were going to try to replace employees and that it wouldn’t be as friendly,” So admitted. “We didn’t reduce at all, just repurposed some of the checkers to customer service agents.”

A Legacy in Progress

So's journey since earning the 2020 IGA USA Retailer of the Year distinction is one of success, but it's also a reminder of the importance of community. He's constantly looking for ways to improve, recently refreshing the stores' interior design to showcase local farms and landscapes. As he looks towards the future, Chang So remains committed to upholding the legacy of family, fresh produce, and friendly service that has made Hollister IGA and Windmill Market cornerstones of their communities.