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The Gifted Retailer

GDA Staff -- Gifts and Dec, 7/8/2011 10:06:37 AM

The best advice Mark Linton, owner of Linton's Enchanted Gardens in Elkhart, IL, came from his father, his accountant, his banker and ... Walt Disney.

Gifts & Decorative Accessories: What do you like best about being a retailer? Linton
Mark Linton: The best thing about being a retailer is being able to do what I love and am passionate about! With our business, we create beauty for both the inside and outside of our customers' homes. I truly enjoy working with our clients and being able to provide them a wide selection of unique items presented in a way that creates an experience for them.

G&DA: What was the most valuable piece of business advice that you ever received?
ML: My top three most valuable pieces of business advice have come from my father, my accountant, my banker, and Walt Disney. My father taught me to follow my heart and make a profession out of what I have a passion for, and if I did that, it would guarantee me a successful career. Thanks Dad, it's now been over 29 years and you were right!

My accountant taught me that the best business decisions are those that are made when a situation arises that I can no longer stand or tolerate, then it's time to make the change and invest additional money into making an improvement.

My banker taught me to always borrow less money than I actually needed, and to pay it back as early as possible. Walt Disney has been quoted in one of his books as always "one upping the competition," and that is what I have always set out to do, and always strive to exceed our customers' expectations. These "words of wisdom" have always been close to my heart, and are the keys to our businesses success! I now share the same advice with my own daughter Brieana, who is beginning high school.

G&DA: What is/was your most successful promotion?
ML:Our most successful promotions would be all of our special events that are scheduled throughout the year. We now have 14 of these events ann Linton ually, of which four, are charitable events. Each special event has a theme, and along with that theme is a sale, free food that ties in with the theme, a greeter dressed for the theme, along with our staff wearing themed outfits as well. These events are always held on Saturdays and Sundays, and require the use of uniformed Security Guards, which also help assist our guests with the loading of their vehicles. These themed events by far draw in the largest crowds, and especially do a great job with attracting families.

G&DA: What three products/lines are you best sellers?
ML: Our three best selling lines in our store are Vera Bradley, Transpac, as well as assorted jewelry from Howards, K&K, and D.M. Merchandising. Vera Bradley has a very strong following and is a great company that continually introduces new styles and designs. Transpac has such a wide assortment of items and the perceived value of these products is much higher than the actual retail price. And our offerings of women's fashion accessories are hot, hot, hot!

G&DA: What are you doing to attract new customers?
ML: What aren't we doing to attract new customers? We try/do everything possible!!! Everyone is fighting for the same customer, so we set out to create a unique and unusual experience for our guests. From the moment you enter our parking lot, you feel like you have entered a small amusement park surrounded by meticulously maintained gardens and themed structures, and visually stimulating displays are everywhere! This year alone, we will be investing over $150,000 in TV, newspaper and billboard advertising in order to pull in new customers. Just this year, the state of Indiana recognized our business as an official "attraction," and has installed signage along the 89/90 toll road and the US 20 Bypass listing our business as an attraction along with the exit number. This has directed thousands of new guests to our location! We also have had a Petting Zoo for almost 20 Linton years. This attracts a lot of families, as well as schools and youth groups. Our business has also partnered with our local Visitor's Bureau, and they have directed over 100 tour buses to our location each year. This past winter our firm invested heavily in updating and improving our website Lintons.com, this along with social media brings in many new customers. I personally do weekly talk shows with two local TV stations which helps promote our business as being the local authority. Just a few months ago, we set up a YouTube account, LintonsEnchanted, and began posting videos of some of our TV tapings and shoots, as well as featuring our television commercials. We also partner with various media and have them sponsor our four Charitable Events. This provides us with additional exposure and helps us raise additional funds for the charity. Our website, along with three local newspapers, features our weekly sale items. We also sponsor our local performing arts, and participate in display advertising in their programs.

G&DA: What was your most effective display?
ML: We have two interior designers/merchandisers which are constantly creating new displays for our store. The goal is to always keep things looking fresh and stay a season ahead to promote the upcoming season. As crazy as it may sound, our most effective display is our design team's merchandising cart! Our guests just love "shopping" for recently received products that are in the process of being displayed. We sell an enormous amount of product off of these carts before it even gets incorporated into a display. We jokingly say that if we need to sell a slow-moving item, just put it on one of these merchandise carts and it will be sold!

Linton G&DA: How do you find your best employees?
ML: I have discovered that the best way to find our most treasured employees is by looking at our customers! Over the years, I have come to realize that the most important attribute to have in a team member is to have them share my passion for creating beauty and providing excellence in customer service. If they have this same passion, which a lot of our customers do, so this is where I first look when I am wanting to expand our team.

G&DA: What was your biggest retail problem and how did you solve it?
ML: Our biggest retail problem over the past 25 years has always been the "lack of space." We have done many additions to our old location over the past years, but simply were running out of land on our tiny 31/2 acre site. So four years ago, I purchased a 9 acre site and began designing our new facility which now boasts over 50,000 square feet under roof, along with parking facilities for over 200 vehicles. The new location has been my dream come true, and will allow us to expand even more in the future, for I truly believe that our best years are yet to come!

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