LETTERS From CAMP Rehoboth |
CAMP Talk - Timely Tips for New Owners and Shoppers |
by Bill Sievert |
After fourteen years of operating boutiques in Rehoboth Beach, John and I often are asked to share our expertise about "the life"shop life, that is. Many questions come from bright-eyed newcomers to town, people who are opening their first resort stores with little or no prior retail experience. Questions also come from new tourists, a few of whom seem to have little or no prior shopping experience. Few Rehoboth retailers are in a better position to handle the questions than we are. After all, in the past decade and a half, John and I have opened (and closed all but one of) nine locations in town, and they do not include our forays into neighboring Bethany Beach or Lewes. In one Rehoboth mini-mall alone, we occupied five different store spaces, trying to find one we really liked. (Its sort of like selecting a swimsuit. You have to try on lots before you find one you can live with.) While many of our colleagues in the Rehoboth business community tend to be protective of their "trade secrets," we are more than happy to share our ever expanding knowledge about retail strategies with all the new merchants and visitors. Well, at least I am. John has suggested that I keep my expertise to myself. "If you write that column, theyll surely run us out of town this time," he warned me in a tone that sounded somewhat apprehensive, somewhat relieved." Knowledge is power," I replied. "Besides, most readers will know Im saying it all in good humor. But, if it makes you feel any better, Ill add a disclaimer. Ill say that the customer comments and behaviors in the article are not based on actual people who have visited our store." The customer comments or behaviors reported in this article are not based on people who have visited our store. Theyre about people who go into other stores. Okay. Now, heres everything I have learned about retail in Rehoboth, as addressed in responses to several of the most common customer questions and comments, concerns that every merchant must be prepared to answer."What happened to my favorite store?" Or, specifically this season: "What happened to Sgt. Pepper?" "Where did Dirty White Boy go?" "Did Acanthus move again?" "What about Earthly Wonders?" One recent inquiry about the storefronts formerly known as Dirty White Boy and Sgt. Pepper came from the lips of a young man who had informed me moments before that he "already spent all my money at the outlets." To such customer questions a retailer should respond that the owners of the aforementioned shops amassed such huge fortunes the previous season they had no choice but to retire to their yachts in the Grand Cayman Islands. (It is important to make the customer believe that prosperity always abounds in Rehoboth.) When someone asks why there are vacant stores this year, simply reply, "What may appear vacant to you is, to others, a minimalist approach." "Where do you get all this stuff?" I used to go into a rather lengthy explanation of how we travel extensively to purchase from more than 100 different lines and manufacturers, carefully picking the best fabrics and colors, and the most innovative designs for our giftware and home accessories. Then, a merchant friend (really) told me how he had come up with a one-word answer that seemed to satisfy many of those who asked about his sources. "Where do we get all this stuff?" hell say, repeating the question. "UPS." "Do you make everything yourself?" For awhile I used the same stock answer about our 100 lines as stated above. Now, I say, "No, I dont make it all. John helps. While Im in the garage at the pottery wheel, hes in the kitchen knitting sweaters." Ill admit that my response results in some quizzical looks, but it also has been known to produce a follow-up question. "Oh, so then you could make these pull-on pants for me in a double XL?" "Can you do me any better if I buy two items?" Or, a favored variation: "I know the owner. He always gives me a discount." The best thing an owner can say is, "Gee, I just work here. I know the owner will be very sorry to have missed you. But, hes on his yacht on his way to the Grand Caymans." "Why is it so difficult to park in Rehoboth?" The best response is to describe parking as part of the "Total Rehoboth Beach Experience." Suggest that your customers make parking a fun part of their day, sort of like surfing for a perfect wave. They get an opportunity to make some entertaining choices: would they prefer daily, weekly, monthly or annual permits? Then they pursue the hunt for a legal non-metered spot, not too many blocks from their intended destination. (Pursuing this option is particularly pleasure-packed on a rainy day.) "I just wanted to run into your store to buy a baseball cap? "Advise your customers that they need not purchase a costly parking permit for a stay of such short duration. They can always drive the downtown carousel, circling the few blocks of metered spaces until someone in their line of sight abandons a space. Tell them to bring a good supply of quarters. "I just decided on the spur of the moment to check out your caps. You always have a nice selection. I didnt think to bring quarters." Remind this kind of shopper that spontaneous parking is not part of the "Total Rehoboth Beach Experience." Advise such people that there are cute little kiosks with change-making machines, but caution them that they can be ticketed if they leave a vehicle in an unpaid metered space while dashing off in search of coins. Urge them to think like Boy Scouts and be prepared, keeping a roll of quarters in their glove compartments. Suggest they bring snacks and CDs by their favorite musical artists. Parking can be a big part of the day, with a wonderful sense of fulfillment once achieved. "Wasnt there going to be a public garage?" Tell the customer that Rome wasnt built in a day, so why should the Rehoboth garage be any different? It has only been a decade since city leaders began discussing and studying the idea, so whats the big rush? Some local homeowners still doubt the need exists. Of course, most of them have private driveways. Other folks fret that the public garage could become too popular, encouraging more people (heaven forbid) to patronize in-town businesses. Perhaps the nay-sayers would miss the sweet aroma of carbon monoxide wafting through residential neighborhoods where permit purchasers must go to park on hot summer weekends. But fear not; progress is being made. Town leaders currently are campaigning to persuade businesses to help pay for construction. You can let your customers know that many of our mom-and-pop (mom-and-mom and pop-and-pop) owned shops are willing to dig deep into their pockets to help make the garage a reality. "I used to come into town more often, but" The next wordsif not "the parking is a hassle"are "the traffic on Route One is a nightmare." This comment usually comes from regular customers who live as close as Lewes or as far away as Wilmington, folks referred to as "day trippers" because they used to be able to drive to Rehoboth for shopping or lunch and still make it home comfortably without staying overnight. All of our stores need these people to survive, so we must come up with ways to keep their business. One of my neighbors who owns a womens apparel shop has a reputation for offering her very best customers free accommodations at her home. She says its not a store policy but its simply that she becomes friendly with some of her clients. Perhaps she is onto something. We might all suggest to our best customers that they call ahead for reservations. Instead of having to fight the traffic back to Milford or Dover, they will receive a special offer for shopping with us. Spend $250 and stay for dinner. Spend $500, get a bed and breakfast. Another idea worth pursuing is taking our stores to the customer. Equip a mini-van with racks of clothing or shelves laden with gifts and craft items and show your wares to customers in their own drivewaysa boutique road show. Retail survival is simply a matter of being clever enough to face the stiffening competition and ward off the twin curses of traffic and parking. "I like what you sell, but" Ive saved my favorite customer comment for last. Almost invariably it comes from someone dressed in an Old Navy brand sweatshirt, Gap brand khaki cargo shorts and a cap with the Nike logo on it. The question goes something like this. "I really like this tropical print shirt, but Im afraid everyone will be wearing it." Or, "Id buy that swimsuit if you took all the others off the rack." It is the duty of the shopkeeper to smile and politely reply that the item in question is from a small designer line available only at a few select shops around the country. From the limited number of shirts produced, this store has acquired a half dozen pieces in various sizes so that you, our customer, might find the sizing of your choice. What you really want to say is, "And exactly how many other guys do you see wearing that shirt you have on with Old Navy emblazoned across the chest?" However, as the new players in town are learning, a merchants responsibility is to be agreeable. So we would never make such a comment to a potential customer. At least, not until a week or so before Labor Day. By the way, how many weeks is it until Labor Day? Bill Sievert is co-owner of Splash on Baltimore Avenue. |
LETTERS From CAMP Rehoboth, Vol. 9, No. 6, June 4, 1999 |