The Gifted Retailer: Dedrick's Pharmacy and Gifts
GDA Staff -- Gifts and Dec, 10/22/2010 4:05:00 PM
Gifts & Decorative Accessories: What do you like best about being a retailer?
Jack and Bill Sheeley
Bill Sheeley: Dedrick's Pharmacy and Gifts was established in 1970, our business enviroment has evolved into an ever changing shopping experience. Owning your own business offers the opportunity to put one's ideas to work and immediately reap the rewards of success. With each season come new challenges that must be met. Finding new and exciting product mixes and categories our customers will want to purchase. Our gratitude comes in the form of the friendships we have formed with the customers, employees and their families, when we find just the right gift or piece they are looking for. Our staff has a passion for customer care that transcends most expectations.
G&DA: What was the most valuable piece of business advice that you ever received?
BS: Valuable advice has been to take nothing for granted and to always think of your business in terms of being a new "start-up" business and this translates into searching for new avenues to pursue: Is there a niche that has not been explored? Potential customer groups we haven't reached?
G&DA: What is/was your most successful promotion?
BS: During November and December we offer Closed Door Parties for our customers to invite 10 or more friends to shop after hours. They shop in a private setting and enjoy a personalized shopping experience, while earning special discounts. All purchases are gift wrapped, during which customers are snacking on homemade cookies, candy and tea. As a treat, clients leave with a specially purchased free gift for themselves. In August we have our Big Sale where customers buy one item and get the second item for $5.
Our longest running promotion continues to be our Preferred Customer Program. All newsletters, emails, surveys, birthday coupons, customer rewards and special events are generated by our database. A key element to this program is our customer rewards system. For every dollar spent on gifts a point is earned. When the customer reaches 100 points, a $10 gift certificate is automatically mailed to the customer's home.
G&DA: What three products/lines are you best sellers?
BS: Our best selling lines change with the season. During spring and summer Switch Flops by Lindsay Phillips became hot. When the weather turns cooler, Legacy Root Candles fly off the shelves. The one constant best seller is the jewelry category featuring The Good Bead. It is quite popular at the moment along with Crabtree and Evelyn that continues to see marked increases.
G&DA: What are you doing to attract new customers? 
BS: Social media and traditional forms of advertising (print and radio) continue to be the vehicles we use to attract new clientele. Our website www.Dedrickspharmacyandgifts.com provides us with a web presence and draws clients from different regions in the country. We continue to grow our customer base through Facebook, Twitter and the website. All special events, sales, trunk shows, new merchandise and items of local interest are posted through social media. Bounce Back Coupons and Bring a Friend campaigns continue to be successful. In addition Dedrick's Pharmacy and Gifts is an active member of our Local Chamber of Commerce, as well as supporting many community organizational events with donations. During our 2010 annual Holiday Open House we will donate a portion of our sales to Cystic Fibrosis in the name of a six year old boy whose family shops with us. The community gives back one hundred fold.
G&DA: What was your most effective display?
BS: Our extended store front with all glass windows affords us the opportunity to display our unique merchandise which we refresh weekly. At the moment a six-foot wooden black witch has a place in our Halloween window. As Christmas approaches large key pieces will be creatively placed for display. The windows provide a great positive first impression for new and existing customers. All merchandise inside the gift shop is moved and refreshed on a constant basis. New items are marketed on Facebook, Twitter and our website in conjunction with our displays.
G&DA: How do you find your best employees?
BS: When people choose to shop at Dedrick's Pharmacy and Gifts they become part of the Dedrick's family. The same holds true for our staff. Some of our staff has worked here while attending high school and/or college. Many of them have returned after getting married and having a family. Several of the 22 current employees have been with us for more than 25 years. Our staff comes to us generally through internal referrals. The longevity of their careers with us speaks volumes.
G&DA: What was your biggest retail problem and how did you solve it?
BS: The size of the store became a problem as our business grew. After several expansions and upgrades we have doubled our floor space and again look to remodeling in the future. The current economic conditions are not favorable for a small independent business of any kind. New York State over-regulates small business and we work with The Retail Council, vendors and sales representatives to overcome some of the adversities. Dedrick's Pharmacy and Gifts will continue to strive towards achieving our business plan and goals. Dedrick's Pharmacy and Gifts will stay connected with our clients and afford them unique, distinctive products and services.
We would love your feedback!
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