More than a store
More than a store
Jenny Heinzen York -- Kids Today, 1/1/2010 12:00:00 AM
A colleague of mine recently forwarded me a Web site for a company that provides safety devices for families with kids.
As I looked further at the site (safebeginnings.com, by the way), I realized that in addition to the actual gear, they will come into your home and child-proof it for you. My colleague said her daughter had used the service just before bringing her new baby girl into the world, and she was so happy with the results.
That got me thinking about baby and juvenile retailers and some of the other services you offer that not only help drive revenue, but also drive repeat business.
I think the child-proofing idea is a great one. I know many of you host car seat safety checks, and that’s great – but are there other opportunities? Classes on proper assembly of cribs? This seems especially topical with all the recent news about drop-side cribs and their recalls. Other how-to classes?
Do your customers know you will have that totally perfect gift? That you will even gift-wrap it for them?
Do they know you are active in your local community and give back in very real, measurable ways?
And then there’s room design. There is lots of data out there that indicates that customers who work with an interior designer spend a lot more money on products – because they feel confident about the decision to buy. If you don’t have a designer on staff, I bet there are some in your community who would be thrilled to work with you on an hourly basis or on a split commission for any products sold.
The owners of our featured retailer this month, The Stork’s Cradle in Illinois, got their start by designing baby’s rooms. They have continued to build their business by implementing some very creative experiential retailing. As a veteran editor in the home furnishings industry, I thought I had heard all the tricks of the trade, but these two ladies are some serious creative thinkers.
The idea is to think beyond just being a store. There are an awful lot of those out there, and this is one edge that you will always have over the Internet retailers or big box stores who are too often able to beat you on price.
Happy New Year everyone. Let’s make it a great one.
We would love your feedback!
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