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The Gifted Retailer

GDA Staff -- Gifts and Dec, 11/28/2011 1:41:43 PM

Donna Simmons owner of Duck Duck Goose in Dacula, GA, says to be successful in a struggling economy retailers have to be diverse and change with the times.

Gifts and Decorative Accessories: What do you like best about being a retailer?
Donna Simmons: Day to day differs. For example, one day we may not have as many packages to unpack so we can focus on making new displays and practice new sales techniques, but our main focus every day is our customer. We make sure their needs are met with a smile and determination to give them excellent customer service. That makes me happy.
GDA: What was the most valuable piece of business advice that you ever received?
DS: Practice what you preach. Show your employees how to serve each and every customer, in other words, lead by example. Start with a greeting and a smile and go from there.
GDA: What is/was your most successful promotion?
DS: One of our "Girl's Night Out" events. We served fabulous food and drink, had loads of door prizes every 15 minutes for three hours and had our sales reps promoting their lines at different stations throughout the store.
GDA: What three products/lines are you best sellers?
DS: Brighton Accessories, Vera Bradley and wall decor from several different manufactures. Ladies accessories now make up Duck Duck Goose 50 pecent of our sales and sales floor. Even with the economy down, women still will buy themselves a little guilty pleasure. The other 50 percent of our store is home accessories. I offer lots of mediums of wall decor. From architectural wall pieces to original oils. So many home accessory stores have gone out of business, I feel the need to offer my customers beautiful items for their homes.
GDA: What are you doing to attract new customers?
DS: I am using Facebook, Twitter & email blasts. Also I'm offering Snapfinds, a service similar to Groupon, that is for independent gift retailers On our email blasts for current customers, I ask them to invite their friends to our Facebook page for a free gift.
GDA: What was your most effective display?
DS: I am constantly changing displays in my store. In the main window, I change the display at least once a month, but as items sell, for example pictures, lamps, pillows, we tweek what is already there with new merchandise until we redo the whole display.
GDA: How do you find your best employees?
DS: I tend to find my best employees through my customers and sometimes through friends. I have been in business for 26 years and my average employee stays for nine years or more.
GDA: What was your biggest retail problem and how did you solve it? Duck Duck Goose
DS: We lost power in our area during a busy Mother's Day week, our computer and our charge machine went down for three days. We had to write out old fashioned sales receipts and call for credit card authorizations. It showed us and our customers how we take every day conveniences for granted, but we managed and just engaged with our customers a little more.
GDA: How is the current economy affecting your business? What advice would you give to a struggling retailer?
DS: Customers don't have as much disposable income to spend on gifts, so we are providing lower price points as well as other price points. We still provide the same attention and expertise to each sale no matter what they spend. I want their experience in my store to be positive, memorable and for them to be happy with their purchase!

To the struggling retailer, diversity. You have to change with the times and offer many different lines. One or two specialty items today is not enough to stay in business.

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