The Gifted Retailer: Classic Impressions
GDA Staff -- Gifts and Dec, 8/13/2010 10:55:28 AM
Gifts & Decorative Accessories: What do you like best about being a retailer?
Wendy Hodom: What I like best about being a retailer is undoubtedly the customers. There is nothing like seeing the joy on their faces when you help them find that perfect gift.
We call them customers, but through the years they become our friends. We learn about their family and their friends with each visit which in turn helps us help them.
G&DA: What was the most valuable piece of business advice that you ever received?
WH: The most valuable piece of business advice that I ever received was treat your customers like you would friends and family and you'll have customers for life.
Customers always have a story to tell and listening is key. Becoming familiar with the customers. Understanding their individual situation. Creating wish lists and previous purchase lists for repeat customers can be instrumental.
G&DA: What is/was your most successful promotion?
WH: Our most recent successful promotion was actually a Grand Reopening Event. Due to the economy we needed to relocate and downsize. We advertised the move in the local newspaper as well as on the local radio station. During the grand reopening event we presented customers with door prizes and held a raffle for an in store gift gertificate for $25. We also provided food and beverages. Existing customers came to check out the new facilities and new customers have since become repeat customers. Our raffle winner was a gentleman that stopped in to get a gift for his wife and was hesitant to fill out the raffle ticket, stating he never won anything. It was an absolute pleasure notifying him that he was our winner. And his wife redeemed the gift certificate buying more than the actual face value. With the added, "I'll be back" before she left.
G&DA: What three products/lines are you best sellers?
WH: The three products/lines that are our best sellers are:
Yankee Candle - candles and accessories, reed diffusers and home fragrances
Tervis Tumbler - thermal insulated glasses
Demdaco - Willow Tree Figurines, plaques and trinket boxes
G&DA: What are you doing to attract new customers?
WH: What we have done to attract new customer is expand our advertising through different forms of marketing via the Internet which is effective and very low in cost.
We've also utilized local organizations like the Woman's Club and the local high school offering advertising in Yearbooks/Banners to promote our business. But as always our customers are our best advertising. We try to treat each customer as if they were our only customer.
G&DA: What was your most effective display?
WH: Our most effective display I would have to say is our window display. We were having drive-by shoppers trying to see in our windows, but not actually stopping
Without having picture windows to decorate, we had to become a little creative and implement a window that would draw in customers. Using a room divider, we blocked off a small section at our front window and created a collage of fall colored items that can now easily be seen from the parking lot.
Customers have raved about the beautiful display. We are excitedly awaiting the holidays thinking of new ways to decorate for Christmas.
G&DA: How do you find your best employees?
WH: How do we find the best employees? Usually they have been long time customers that have become good friends.
G&DA: What was your biggest retail problem and how did you solve it?
WH: Our biggest retail problem was being closed during our relocation this past June. Our customers still needed gifts and began walking in to the new store wanting to make a purchase while we were trying to set up displays with the store in disarray. Although we did not turn any customers away, we had to bring in extra help and reopen sooner than planned.
We would love your feedback!
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