Gifted Retailer: Silver Papery
Quinn Halford -- Gifts and Dec, 6/12/2009 10:13:00 PM
“Modern and uncluttered merchandising” best describes part of the retailing philosophy behind SILVER PAPERY in Austin, TX. Owner KATHY SCHWARTZ and her 1,450-square-foot store have been in the paper products business since 2002. Kathy answers other questions regarding her success as a retailer.
GIFTS & DECORATIVE ACCESSORIES: What do you like best about being a retailer?
KATHY SCHWARTZ: Working with and helping people is the best part. Many customers come to us with a dream of a certain paper product (for example, a one-of-a-kind, save-the-date card to match their wedding colors and unique theme) and we try to make it happen for them. Another big plus is the constantly changing environment as new products, new vendors, new technologies, and new styles in paper playing off of national trends come onto market. It never ends.
G&DA: What was the most valuable piece of business advice that you ever received?
KS: Add value to everything you do. This means constantly working on your back-office systems so that you provide the best service possible. Really listening to your customer and then responding with suggestions and tips to meet their expressed needs, whether you benefit from it as a business or not.
G&DA: What is, or was, your most successful promotion?
KS: Our biggest vendors have sales several times a year and we pass these [savings] on to our customers.
G&DA: What three products or lines are your best sellers?
KS: Personalized stationery, invitations, and address stamps.
G&DA: What has been your most effective display?
KS: Holiday displays that show a mix of products and colors that are suitable for the various occasions, such as Valentine’s Day, Easter, and the Fourth of July, have proven to be our most effective.
G&DA: What are you doing to attract new customers?
KS: We have an e-commerce Internet site (with a blog as well) that generates online sales. We are also adding name designer products like Kate Spade Papers and Vera Bradley. Showcasing our products through seasonal window displays helps attract passersby who become customers and we strive for excellent customer service so that we receive good word-of-mouth marketing from satisfied customers.
G&DA: How do you find your best employees?
KS: That’s simple: walk-ins!
G&DA: What was your biggest retail problem and how did you solve it?
KS: Our original name, Gossip, did not indicate that we primarily sold paper and related gifts, so we changed it to Silver Papery. This change has really helped our customer understand what to expect when shopping here. Also, we have greatly increased our printing volume and have had to implement detailed systems in order to maintain our reputation for quality service. With the volume came more varied consumer needs, as well, so we have expanded our printing capabilities to be able to offer more custom options.
We would love your feedback!
-
The Gifted Retailer
Sep 21, 2011 -
The Gifted Retailer
Dec 19, 2011 -
The Gifted Retailer
Nov 28, 2011 -
The Gifted Retailer
Nov 18, 2011 -
The Gifted Retailer
Oct 11, 2011
VIEW ALL GALLERIES
