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The Gifted Retailer

GDA Staff -- Gifts and Dec, 8/18/2011 12:34:24 PM

Three Birds in Seattle has only been open since late July, but store owner Robin Johnson already finds retailing personally rewarding. Especially because it gives her the opportunity to get creative and experiment with new ideas.

Gifts & Decorative Accessories: What do you like best about being a retailer? Three Birds
Robin Johnson: Being a retailer is personally very rewarding. We all know it is hard work, but retailing in the home decor and gifts segment allows me to bring forth my creativity and vision and have it be appreciated by my customers and clients on a daily basis. It gives me a wonderful opportunity to experiment with new ideas and bring some validity to them.

G&DA: What was the most valuable piece of business advice that you ever received?
RJ: Opening a retail store obviously involves risk. Because we had to do a build out of a new space, our capital risk was pretty high. The advice that I was given basically suggested that despite the degree of risk, don't skimp on inventory. Spe Three Birds cifically, the advice was "If it's not there, they can't buy it!" Consequently, we swallowed hard, and made the investment. And fortunately, it appears to be paying off. We were concerned that our first impression out of the gate must be a good one, and feedback from the vast majority of our customers confirms that we are on track!

G&DA: What is/was your most successful promotion?
RJ: We have been open for a short period of time, and have yet to run a formal promotion.

G&DA: What three prod Three Birds ucts/lines are you best sellers?
RJ: Currently my best sellers are KOBO candles, jewelry by Diana Aquesta, handmade velvet pumpkins by Hot Skwash and no one seems to leave the shop without a sweet love note by Sugar Boo.

G&DA: What are you doing to attract new customers?
RJ: I concentrate on two key business fundamentals that drive customer satisfaction, and in turn, customer growth through word-of-mouth. I believe that amazing customer service and truly unique product priced at a good value, is what both brings in new customers and keeps people coming back over and over again. There is nothing better than a happy client sharing their positive experience with all of their friends. You cannot put a price on that!

G&DA: What was your most effective display?
RJ: My best displays are a combination of unique rustic steel industrial fixtures filled and topped with gorgeous items. I have a fabulous steel table from an auto shop that was covered in grime. After a hardy clean up and a waxing I topped it with fabulous mercury glass lamps a driftwood Three Birds candelabra, and lots of creamy glassware and dishware.

G&DA: How do you find your best employees?
RJ: I try to find people who love my business and are excited about the products in the shop. I think people who are enthusiastic and interested make great spokespeople and sales people.

G&DA: What was your biggest retail problem and how did you solve it?
RJ: My biggest challenge in my business so far is knowing just how much of a certain product to order and predicting back orders. I am working to solve these issues by careful tracking of product sales and by better communication with wholesalers regarding product availability and back order status.

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like this article! good info- I enjoy reading about other retailers and their issues, etc.
Rhonda McVeigh - 2011-08-24 20:54:08 EDT

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