The Gifted Retailer: Pauline's Gifts
GDA Staff -- Gifts and Dec, 9/10/2010 12:20:11 PM
Gifts & Decorative Accessories: What do you like best about being a retailer?
Pauline Bresnahan: The best part for me about being a retailer is having the opportunity to meet people, whether they are from across town or across the country. Because we are a vacation destination, many of these customers have been coming back and shopping in my store for most of the 13 years I have been in business. I remember a lot of them by name and I enjoy seeing them year after year.
G&DA: What was the most valuable piece of business advice that you ever received?
PB: I would have to say the best piece of advice that I have received came from my husband. He always said that you can't sell from an empty cart. I have always tried to keep my shelves full and interesting. Many of my customers stop by frequently because they know that new inventory arrives daily. Many of my manufacturers have been willing to lower minimum order quantities. This allows me to have a larger selection of product with a minimal amount of backup inventory. I have found that this arrangement works great for my small store especially during a weak economy. My customers often ask me what I have new in the store.
G&DA: What was your most successful promotion?
PB: The most successful promotion I have attempted would be my Coupon-of-the-Month in the local paper. I may run a $5 off coupon, or a set percentage off of a specific item. I also tie these to news blasts on a new product line in the store. I have been getting a great return on these coupons each month. I think this little reminder to people about Pauline's Gifts every month has made us the shop they think of first when they need a little gift or just a simple treat for themselves.
Because I am a stand-alone store on a busy street, I believe that this monthly ad campaign entices local customers to take the time to stop when driving by. Don't we all love to treat ourselves to a little something, especially when we can save a little money? Our local paper in Gloucester has been a great help for small businesses like myself, giving us an affordable way to combine our ads with other local businesses.
G&DA: What three products/lines are your best sellers?
PB: Our best selling line in the store would be the hand-painted gifts I do myself. I am able to create special orders as well as offer a number of items ready for purchase. My mailboxes, especially those with a nautical theme or local landmarks, have always been popular. My hand-painted glassware is our biggest seller during the Christmas holiday season.
Because Pauline's Gifts is located on a busy street, I needed to have something for people to notice when driving by. Our decorative flags have been the second biggest line for the 13 years I have been open. Our biggest suppliers are Premier, Evergreen and Flagcenter flags.
Our other major suppliers are Jubilee for jewelry; Moby Dick and Jagreen Co. are the sources for most of our nautical gifts.
G&DA: What are you doing to attract new customers?
PB: Two years ago, a group of Gloucester businesses formed the Destination Marketing Organization or DMO. I have found that networking with businesses that are tourism related has increased the flow of first time shoppers into the store. Other tourism driven business owners that I have met through the DMO now know me and know what I have to offer. They often recommend my store to their customers. This is the first experience I have had with a group of businesses that are working together to help each other locally, no matter how small. We all want and need each other to succeed.
G&DA: What was your most effective display?
PB: The most effective display I have is the hand-painted glass gifts in the front window of the store. The natural light coming in and highlights each piece. Customers love all the color and enjoy trying to find just the right gift.
G&DA: How do you find your best employees?
PB: I have been lucky to have the same employees for the past six years. They were friends who I felt had the same type of work ethic as I, and luckily they have stayed with me all these years.
G&DA: What was your biggest retail problem and how did you solve it?
PB: I think the only problem I faced since I opened was trying to juggle being a wife, mom and business owner. I decided after the first year that I was not going to compromise, so I have always maintained the same work week. I did not want to give up my Sundays with my family and I also needed one day off. Now my customers know that I am closed on Sunday and Monday and are used to it. Keeping the same schedule was the best thing I could do.
We would love your feedback!
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