Retailers Discuss What They've Learned from Other Store Owners

By Dorothy Creamer
"Dorothy Johnson, who owned a Remembering You store at Harborplace in the '80s, told me one of her favorite sayings " 'Mind your own business.' It had a double meaning: mind your own business, meaning, take care of your own business; and mind your own business and don't worry so much about what your competition is doing. Many times a rep has shown me a line that 'everyone else is doing great with' and I've turned it down because it just didn't feel right for our store. We don't visit our local stationery competitors "I don't want to be influenced by what they are carrying and how they are merchandising. It's the best way to keep our store different from the others."

"Several years ago, I received wonderful advice from Karen Williams, the former owner of Out of the Envelope in Los Gatos, CA, and current owner of Sealed With a Kiss in Paso Robles, CA. She said, 'Sell what you love.' I've always remembered this simple but powerful statement and have used it successfully many times over as a gut check when making buying decisions. If I don't love it, it doesn't sell."

"Whenever I visit another store or talk with a competitor, the first thing I remember is that we all have different customers and are in very different locations; therefore, I would never want to copy anything that I see or hear. However, I do observe and then analyze to see if I can pick up any tips that would be beneficial to me. One of the most valuable things I learned over the years was the guidance and help other stores gave me when I was pricing in-house printing. I talked to many owners about this and then was able to come up with my own price charts."

"I've learned that the things I notice right away are great service, a happy and attentive staff, and well-done merchandising and displays. Two out of three will bring me back to a store "three of three have me telling my friends to come with me. If these are missing, no matter what a store sells, they most likely won't see me again."

"I learn something from fellow retailers everyday. I read trade publications and e-mails to get ideas for promotions and think of ways to tailor them to The Monogram Shoppe, such as 'Super Bride Sunday,' Graduation Open House, etc. At the NSS Delegate roundtable [held during last year's National Stationery Show], someone brought up an upcoming conference on the Bridal Market in Las Vegas and I decided to go. It was the best three-day seminar I have ever gone to and thank that person for talking about it. Everyone has things that work for them and the fun part is to see how I can adapt them to my shoppe."