The Gifted Retailer
Retail Editor 3 -- Gifts and Dec, 2/15/2012 3:40:54 PM
Audrey Herring, owner of Audrey's Gifts & Decor in Russellville, AL, finds that Facebook is the best way to get the word out about her store.
Gifts and Decorative Accessories: What do you like best about being a retailer?
AH: I like the freedom to be creative and introduce merchandise to my area that is new and unique. Being my own boss is very rewarding, and it motivates me to make my store the best it can be.
GDA: What was the most valuable piece of business advice that you ever received?
AH: The most valuable piece of advice I received was from another retailer, and it was to be very selective in what I buy. There is so much to choose from and I have to find lines and products that are the perfect fit for my store. I pay much attention to price points and making sure the item is unique to my area.
GDA: What is/was your most successful promotion?
AH: My best promotion is my annual Christmas Open House. It is always the first weekend in November, and all Christmas is 20 percent off. I usually display around 15 trees in the store, with different themes and decorations. I also carry holiday tabletop items, gifts and serving ware. During the open house, we serve re
freshments and offer contests or giveaways. We serve dip and cheeseball mixes that we sell in our store, so we always end up selling out of what we are serving. Other retailers in my area have their open houses at the same time, so customers enjoy their day of visiting each one.
GDA: What three products/lines are you best sellers?
AH: My top three product lines are Mud Pie, The Resident Chef and Glory Haus. One of my top categories is baby gifts, so I have to reorder Mud Pie quite often. The Resident Chef BLT dip mix is probably my best seller in the store. I have several customers who come in and buy several at a time. Glory Haus photo frames are also one of my best sellers. They have a great selection of frames for many different occasions.
GDA: What are you doing to attract new customers?
AH: I always promote items on Facebook. I have over 3,000 likes, so it has helped my business tremendously. I feel like it is the fastest and easiest way to let customers know when I have something new or if I am having a sale. I often have customers who come in and tell me they found me on Facebook. I also feel word-of-mouth is a great way to attract new customers, and I always try to offer the best selection of merchandise in my store so customers will tell their friends.
GDA: What was your most effective display?
AH: My most effective displays are tables. I usually stack smaller tables on large tables to add height and interest. I try to display my products by color schemes and I have found it works best. I surround the tables with etageres and baskets to hold products that are part of the grouping.
GDA: How do you find your best employees?
AH: I have found my best employees by hiring customers who I have become acquainted with. If they already like my store and merchandise, they will already be familiar with it and are able to share their favorite items with other customers.
GDA: What was your biggest retail problem and how did you solve it?
AH: My biggest retail problem is controlling inventory. I like to offer f
resh and new products, so sometimes I put older items on sale in a 40 percent off sale room or have a store-wide sale.
GDA: How is the current economy affecting your business?
AH: I feel like since I am in a small town, my store has not been affected very much by the bad economy. My customers still make buying nice gifts a priority for bridal showers, baby showers, housewarmings and birthdays. I also feel with higher gasoline prices, more customers are willing to buy local instead of driving to a larger town to buy gifts.
GDA: What advice would you give to a struggling retailer?
AH: Know your customer and be sure to offer something unique. Keep new products coming in and always move items around in your store. Always look for unique and inexpensive marketing ideas.
We would love your feedback!
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