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The Gifted Retailer

GDA Staff -- Gifts and Dec, 11/18/2011 4:21:01 PM

Linda O'Boyle, owner of Metro Home Style in Syracuse, NY, believes that as long as you do things to the best of your ability, your customer will never be disappointed.

Gifts & Decorative Accessories: What do you like best about being a retailer?
Linda O'Boyle: We all know that retail is hard work, and it isn't glamorous, but there really isn't any part of it that I don't like - even the mundane tasks. The creativity that is involved in this business - from customer service, to marketing, to displays, to the seasonal planning is so enjoyable. I can make the store whatever it needs to be. I love going to market to network, attend seminars and seeing what is going on outside of my store!
G&DA: What was the most valuable piece of business advice that you ever received?
LO: Whatever facet of your business you are doing, do it 'right' and to the best of your ability - you'll never be disappointed and more importantly, neither will your customers.
G&DA: What is/was your most successful promotion?
LO: The Holiday Open house is our biggest event of the year and the single highest sales day. Postcard invitations are sent out a month in advance, followed by email blasts and posts on Facebook and Twitter. The store is closed three days prior for remerchandising and decorating. There is a big reveal minutes before the doors open and the first 50 people through the door receive a goodie bag, the rest of the guests are given treat bags of candy, and all guests enjoy Metro Home Style hors d'oeuvres, champagne and the opportunity to win one of several fabulous doors prizes. It's a great way to kick off the holiday season.
G&DA: What three products/lines are your best sellers?
LO: Greeting cards, jewelry and candles are the top sellers. Cards by local artist are big sellers as well as those from Design Design, Inc. Items from Tag and candles by Vance Kitira International are always popular.
G&DA: What are you doing to attract new customers?
LO: I am marketing to the residents and business in the surrounding area by giving them store gift certificates; the response has been terrific as customers have spent much more than the face value of the certificate and most have become repeat customers. I can track who comes back through our loyalty program.
G&DA: What was your most effective display?
LO: I had a huge (real) tree branch over the cash wrap strung with white lights, customers loved the look and I hung ornaments from it and changed it often. Being above the cash wrap it was a great place for impulse buys. The prettiest was when I hung silver holly leaf ornaments from it last Christmas. Sadly it didn't fair so well during the recent move, Metro Home Style but I am looking to replace it!
G&DA: How do you find your best employees?
LO: I don't have any employees!
G&DA: What was your biggest retail problem and how did you solve it?
LO: I started out in a small strip mall with several other businesses. Over time a few of the other tenants moved or closed and the landlord was not interested in renting the vacant spaces. In addition to the mall looking desolate, I had random flooding in the store due to poor maintenance. Last spring I decided to move, found a wonderful space in a theater building that was undergoing a huge restoration, we negotiated for months, signed the lease, and eight days before the landlord was to turn over the keys I was told they would not be ready and that the renovation of the retail spaces were postponed for at least four months. This was right before fourth quarter of this year. My real estate agent and I scrambled to find a suitable space as I had already held a moving sale, vacated my storefront, and the holidays were coming. A week later we found a great spot in a renovated warehouse district. I got the space ready in just over three weeks and it's perfect!
G&DA: How is the current economy affecting your business? What advice would you give to a struggling retailer?
LO: Over the past few years I had made a conscious effort to shift the focus of my business to the experience the customer has in the store. I feel it adds value and I want to offer a shopping experience that no one else in town does. I want people to come into my store, relax, shop and leave feeling that they got their money's worth.
To a struggling retailer I would say listen to your customers for what they want - not what you want, or what you think they want. Identify their need and fill it!

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