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The Gifted Retailer

GDA Staff -- Gifts and Dec, 4/15/2011 2:58:41 PM

Trish DeMartino, owner of Originals Too! in Carle Place, NY, finds her biggest challenge to be located in a residential area. To keep the neighbors' attention she frequently changes window displays and will switch up the merchandise in the shop.

Gifts & Decorative Accessories: What do you like best about being a retailer? Originals Too!
Trish DeMartino: Whether you are a seasoned retailer or just starting out in a new venture the best part of being a retailer is the time spent with customers and helping them choose that perfect gift. It is so satisfying when a customer leaves your store feeling that they have purchased something unique and special. We take great pride in how we gift wrap our merchandise and the customers always comment on that aspect. It is especially rewarding to have so many return customers who have been shopping in the store for years and in turn send in new customers. It is a sheer joy to mix the old with the new! I also love going to the gift shows to see what is new and interesting.

G&DA: What was the most valuable piece of business advice that you ever received?
TD: As a retailer you must choose the right price point for your area. Customers must know they can come into the store and find something they love for a price they can afford. In addition, a store owner must be patient, not only when their customers take a long time to finalize their purchase, but one must hang in there when sales are slow.

G&DA: What is/was your most successful promotion?
Originals Too! TD: My most successful promotion is setting up Ladies Nights right before the Christmas holiday season. I advertise a 20 percent discount on all merchandise in the store. We have cupcakes made from a local bakery with lots of holiday music and festivities. All of our customers enjoy the evening and although hectic, it is wonderful for everyone concerned.

G&DA: What three products/lines are you best sellers?
TD: My best seller is definitely jewelry. Aside from that Demdaco, Sorrelli and Two's Company are our best lines. They have a diverse selection of merchandise and there are price points that are supported in my shop. I offer baby bedding and gifts, kitchen and housewares, wine accessories, Christmas ornaments, wedding gifts, inspirational items and a large array of jewelry and seasonal merchandise. I want my customers to come into the shop and have the opportunity to find something for just about anyone.

G&DA: What are you doing to attract new customers?
TD: Attracting new customers is always a challenge. I advertise in local publications, send out monthly birthday coupons and of course use social networking. I am planning a calendar of special events for the slower summer months. Perhaps Christmas in July and another ladies night mid-summer.

G&DA: What was your most effective display?
TD: My most effective display is actually the entire store. It's set up with a tree in the center that was built by a Originals Too! Broadway set designer and it's surrounded by the setting of a house. People comment on it as soon as they enter the shop and we use it to display themes. The entire store is built with many country style display units which give a warm, homey feeling. Customers can meander throughout the store and check out the separate areas.

G&DA: How do you find your best employees?
TD: My first employee was a customer that I had known for quite sometime, I knew her to be friendly, outgoing and honest. My second employee was a person that I had worked with in another retail establishment and that was an easy hire. We get each other and that's important because it provides me to have the consistency that I desire when I am not in the store. Both of us know the value of extending excellent customer service. We never want anyone to leave the shop unsatisifed.

G&DA: What was your biggest retail problem and how did you solve it? Originals Too!
TD: My biggest problem, like all other retailers is the slow economy. I am located in a residential area so my merchandise needs to change frequently. I am constantly merchandising the store so that it looks fresh and new. I weekly change the floor, moving things around whenever possible. Changing the window display is equally important, if not more.

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