Toot Your Own Horn — Too!

Last week’s blog featured several of the responses that Notes and Queries, the leading distributor of design led greeting cards, gift wrap, and stationery lines from England, received in response to a letter inviting their retail accounts to share what they’d done this past year to insure their store’s survival.

This week I am pleased to include several more of the responses that Notes & Queries received, with special thanks to Big Al Harnik and his daughter Vanessa for sharing these helpful hints from their retail accounts around the country.

Monica Holmes of Hicklebee’s San Jose, CA said, “Hicklebee’s has survived 30+ years because of our focus on customer service and terrific staff support.  We have connected with the community and offer many free events.  We also carry a great selection of cards, including Notes & Queries, as well as our fine selection of books and toys for children.”

This advice comes from Georjean of If Only in Fairbanks, Alaska: 
1.Maintain (and raise) your level of service. This is what sets you apart from the rest. Don’t compete with the big box — be far above them in the amenities that you provide.
2. Be a bean counter.  All expenses, even the little ones, add up quickly and can take you down.
3. Dump the "Sitters" and replace them with Movers & Shakers.
4. Work with great lines (like N&Q) that continue to bring freshness to your store.
5. Keep a positive outlook — share your vision with staff and thank them everyday for doing a great job.

Judy Cady of Newbury Gifts in Malvern, PA added, “One of the things I did this past year is "Terrific Tuesdays."  I made flyers and placed them in every customer’s bag announcing Terrific Tuesdays, which allows my customers to purchase one item, of their choice, at a 20% discount on any Tuesday.  No expiration date. My ladies night in early December was also a hit.  Customers could pick an ornament out of a box, and would get whatever percentage was on the ornament, off their total sales for the evening. They also got to pick from a travel candle, Tea Forte sample, or an ornament as a free gift with their purchase. Throughout the month of December, I had a table set up with hot tea and cookies for my customers. It was a nice way for them to try the Tea Forte that I sell.

Probably the most beneficial help I’ve had this past year has come from my reps.  You all have given me wonderful tips on merchandising my inventory, and I know I can trust your judgment on what is selling, and what isn’t.  I can’t tell you how much I appreciate that.”

Jan White of Papier in Novato, CA wrote, “Last year’s holiday sales were terrible and I had quite a bit of inventory left over and couldn’t pay my invoices.  For the first six months of this year I literally lived off inventory in the store and only ordered counter cards and gift wrap and tried to pay what I could.  I was in survival mode and tried to work out payment plans on all my invoices.  March turned into June and still I couldn’t get out of debt.  Finally, I decided to put the invoice balances on 3 major credit cards and for the holidays, I wasn’t sure what to do.  So I decided to see what I had and determine if it would be sufficient.  

I knew I needed some new inventory and I was very careful not to spend too much and hoped the old/new inventory would be enough.  Well, sure enough it worked out this year.  I do have old inventory left over again this year as well as some new inventory but nothing like I had last year. I can say that my buying strategy worked out.  

I also moved my store to a better retail section in town and that has made an incredible difference in foot traffic.  I don’t think everyone can move to a better location, but, if you are loosing sufficient foot traffic, it might be exactly the right decision.  All my customers have been so supportive with my move and I see them a lot more.  Also, I am changing my store hours from open Monday - Saturday to Tuesday to Saturday to save some money.  I am feeling very optimistic that I won’t have the same debt going into 2010.  I certainly hope we will see an improvement for retail.”

Thanks again to the retailers who generously shared their stories from 2009, and to Notes and Queries for allowing them to be featured in this blog.  Independent retailers are well known for being supportive of each other, and sharing ideas can help us all be more successful.

Happy Retailing,
Carol “Orange” Schroeder

To learn more about the basics of retailing, read my book, Specialty Shop Retailing: Everything You Need to Know to Run Your Own Store, available (autographed!) through our web site, Orange Tree Imports, or from any chain or independent bookseller.  To locate your local independent book store in person or online, go to Indie Bound.

For an archive of Carol’s postings prior to appearing on GiftsandDec.com, click here