In your opinion, what are the best stores doing right today?

What I see as the right moves by successful retailers today are: Balancing web presence with their brick and mortar shop; providing experiential shopping–this is where independents dominate over chains. Differentiating their shop from the rest and being experts in their field, a real trusted resource. This one may sound silly, but I see this all the time with brick-and-mortar shops: Keeping consistent hours.

Posting hours and sticking to them with a streamlined schedule, not a bunch of inconsistent open and close times, or worse yet, not being open at times when advertised as open. Customer loyalty can’t be won by inconsistency. Finally, making the customer feel welcome and comfortable. 

What’s one thing you wish you’d known when you first opened your store, and what’s one mistake you've made that you learned from? 

I wish I had foreseen the pandemic coming! When I bought The Artist’s Kitchen Shop in 2018, it didn’t have a website, and I have never focused on building a good web presence. When COVID hit, it was a huge disadvantage. I do have a website because everyone needs one, but it’s very hard to change your spots when you’re older. Usually, it’s a lot of shoppers who’ve come into the store and are sorry they didn’t get this or that, so they find it online.

What's one thing small retailers can do in the next week to improve sales?

Since I am firmly rooted in brick-and-mortar retail, this advice is tailored to physical retail shops. In the next seven days, one thing I think we all overlook is how our shops actually look to a customer. Go out the door and walk in like a customer and take a critical eye to what you see. What do the displays “say?” The answer should always be “BUY ME!” (without actually saying that). Particularly, displays at the entry should immediately impress. It should communicate what a customer should expect and, most importantly, invite them to explore more.

Create your space to encourage wandering. Don’t allow dead zones by making sure their travel paths wind them around every corner. People buy with their eyes, so it is our job to impress them enough to then buy their wallets. How is the lighting? (Bright but not garish) How is the music? (Mirroring the kind of shop it is) What does the shop smell like? (Always pleasant)

What's another they can implement in the next two months? 

Ensure you are part of the fabric of the community. Word of mouth is your best advertisement. Sponsor, donate, volunteer. Be seen and make connections. It is good for your soul and your pocketbook. Be sure you and your staff are well educated on your products. Look to acquire any accreditations in your field and show them off.

(Image courtesy Kathy Louderback)