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The Gifted Retailer

GDA Staff -- Gifts and Dec, 8/2/2011 11:51:52 AM

Christina Gary, owner of 1st National Gifts in Skaneateles, NY, loves adding sparkle to someone's day.

Gifts & Decorative Accessories: What do you like best about being a

retailer?
Christina Gary: I love adding a sparkle to someone's day. When you are responsible for that smile on a customer's face because you made them feel special, there is no greater reward.

G&DA: What was the most valuable piece of business advice that you ever received?
CG: It's not your IQ that makes a difference, it's your "I will". People don't really care how much you know, it is how you make them feel. You can be the smartest person in the world with a great store, but if you do not listen to your customer you lose your audience.

G&DA: What is/was your most successful promotion?
CG: I would have to say the Brighton promotions. They supply us with wonderful marketing materials, gift giveaways and many gift with purchase items throughout the year. We also have a once-a-year Dividend Day Sale where we wear yellow aprons, have yellow signage and sale tickets and make it something fun for our customers to look forward to. Of course, we also have many wonderful things on sale at that time too!

G&DA: What three products/lines are your best sellers?
1st National Gifts CG: Our Brighton collection, our Pictura cards and Lakeshore products. We're known for having really witty and different cards.

G&DA: What are you doing to attract new customers?
CG: We use an online email marketing and social media [outlet] called Constant Contact once a month to send newsletters to our customers. We keep the newsletters short and sweet just to say, "Hi! Come and take a look at the new products we have in the store!" We're also on Facebook and are thinking about possibly doing some television advertising sometime in the future.

G&DA: What was your most effective display?
CG: We cross merchandise and constantly move our displays around the store. It always keeps the store looking new and fresh.

G&DA: How do you find your best employees?
CG: Through word of mouth mostly. When a friend tells another friend that it's a great place to work, people usually come in and apply.

G&DA: What was your biggest retail problem and how did you solve it?
CG: It's only a problem if you let it be a problem. Keeping a positive attitude is very important.

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