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The Gifted Retailer

GDA Staff -- Gifts and Dec, 11/14/2011 9:44:22 AM

Having the chance to turn a new customer into a new friend is just one of the things that Carol Sandlin, owner of c.a.n.o.p.y. in Centerville, GA, loves about being a retailer.

Gifts & Decorative Accessories: What do you like best about being a retailer?
Carol Sandlin: When my store bell rings, and I look up to greet my customer, I always see a smiling face and a chance to turn a new customer into a new friend, or greet a sweet returning loyal customer. I love the wonderful small town I live in and the people in this area. Turning new customers into old friends, finding the perfect gift, reminding a stressed husband that I keep a wish list for his wife. Just being in contact with great people!

G&DA: What was the most valuable piece of business advice that you ever received?
CS: "Common courtesy costs nothing, but it buys customers for life."

G&DA: What is/was your most successful promotion?
CS: Our annual "Christmas around the Bridge" with other local merchants on our block is a huge success. This is the seventh year to host the evening. It is after hours and we serve delicious food and drink. It is our official start of the holiday season, but more important, it is our turn to do something special for our customers. We gather our mailing list and email list from our customer visit. Inquiries begin in the summer about the date.

G&DA: What three products/lines are you best sellers?
CS: Home and personal scents, candles,diffusers and lotions have always been a mainstay at c.a.n.o.p.y.! We carry a large selection, Trapp, Archipelago, Aquiesse, Hillhouse, Pre de Provence, Shelly Kyle.

China is a large part of our bridal registry. Also for the "non bride" that wants to update/expand her current pattern. We carry Spode, Juliska and Casa Fina. Metalware and ceramics like Beatriz Ball and Nora Fleming, and of course, we are in the south, and anything that has a monogram or can be monogrammed/personalized is a sought after gift!

c.a.n.o.p.y. G&DA: What are you doing to attract new customers?
CS: We try to use Facebook more, but our customer base still prefers the old fashion way - hand written notes for a thank you, or I'm thinking about you, a small gift card, or a phone call seem to work best. Also "finders keepers", a small wrapped present placed randomly in our downtown area, the "finder" receives a small gift, note or discount.

G&DA: What was your most effective display?
CS: My most effective display is the ever changing one. We have two large windows that we change often to follow the season, or an event in our town or area. The entire store receives a face lift with each season.We want it to always seem new and fresh with lots of eye candy. We try to appeal to all the senses.

G&DA: How do you find your best employees?
CS: I have the BEST employees! They are simply wonderful friends that enjoy people and love the products I have. They enjoy the service to the customer and know many of our customers and their families.

G&DA: What was your biggest retail problem and how did you solve it?
CS: My biggest retail problem is always the same. What can we do better and how can we do it, finding new and wonderful products, increasing your customer base/loyalty, being in tune with our customers and their desires, reasonable prices. I think if I solve the problem, the challenge of why I am in the retail business is no longer there. I always seek new ideas, always welcome customer suggestions. It is good to feel you are c.a.n.o.p.y. doing the job and being successful, but always it can be better!

G&DA: How is the current economy affecting your business? What advice would you give to a struggling retailer?
CS: No doubt, we have all been affected by the economy and I expect that will continue for another year, maybe two. I definitely see a smaller price point for gift giving. We do all like to give and receive gifts. That will not change. I shop a bit more carefully. Often a small business will not have the lowest price, but we can have the BEST service. We offer many perks...free gift wrapping, free delivery within a designated area, wish lists and friendly reminders of birthdays and anniversaries.

For a new or struggling retailer....hang in. Don't be afraid, trust your instincts, know your customer base, who they are and what they like, buy selectively and not too many of one item. (A pet peeve of mine, especially for a small town retailer.) And count your blessings each day you put the key in the door to begin another day in a wonderful trade that is such a part of our great nation. You have to love it!!!

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