by Ellen Engelke
Small shop owners face a particular challenge when economic times are tough. There is no big corporation to lean on, but that very problem contains the solution. Retailers in Riviera Village are delighting in the flexibility they have as independent retailers. A single brick and mortar store run and often staffed by the owner brings a personal touch to every working part of the retail machine, offering opportunities almost forgotten and nearly extinct in today’s Big Box world.
“We have to make retail happen: more events, more buzz, more happy energy,” says Susan Gilbert, owner of Jonathan. “Better stores and restaurants are opening all over the Village and the energy is terrific.”
The shops are small, so the inventory must be carefully selected to reflect a clear, coherent style. The shops are distinctive, with each one displaying a style and cachet unlike any other. Because they are independently owned, they can change quickly, evolving with their customers.
“After 27 years in business, I have recently transitioned the shop,” explains Jeffrey Scott, owner of Jeffrey Scott Mens Collection. “For the last year, I’ve emphasized more modern, current sportswear and less classic clothing.”
The shops take pride in what sets them apart, and have a real appreciation for one another. The cohesiveness of the Village can be seen in the enthusiastic cross-promotions and recommendations. Flowers from The Yellow Vase adorn the sitting area of L’Atelier, and employees will be happy to tell you the best dishes to order at the restaurants down the block.
“Happy employees mean happy customers,” declares Michael Franks, owner of Chez Melange. There is pride in the windows, the displays, and especially in the assistance and personal attention that is found in the Village. When customers walk in, they are greeted warmly and made to feel that they belong.
“My priority is to ensure that their needs are accommodated,” says Scott. “That may mean that I special order an item or, as a last resort, find what they’re looking for at another shop and refer them.”
Another trend is increased efficiency through targeted and green advertising. The broad wash of traditional print and cable ads is being exchanged for nurtured email lists, which are carefully protected and used to alert customers of upcoming events that would interest them. It’s clean, green, and lean. The advantage is that customers receive the information they want in a form that is easy to access and process.
Susan Gilbert agrees. “Now, more than ever, it is about networking.”
This thought is echoed by Scott. “My website and social networking are being updated and will be constantly tweaked to keep my clients up-to-date with what’s happening at the shop.”
Many merchants are taking advantage of the ease, efficiency, and green appeal of email blasts, but the shops in the Village are taking the extra step of including a personal note and photos of new items. Employees take the time to alert customers when a particular item comes in that holds a special appeal.
Shopping locally is emphasized in the Village by the use of banners and chalkboards announcing upcoming events at the individual businesses. The frequently changing shop windows, outdoor cafes, and decorative plants and benches, designed by local artists, encourage customers to shop, dine, relax, and enjoy a leisurely walk through the Village.
“Walking to dinner or to your favorite watering hole gives you a feeling of belonging,” Franks said.
“Customer service and follow-through have always been my trademark and that continues to keep me in good stead,” explained Scott.
Lately, he has expanded this individual customer connection to include a larger circle of people. “I’ve been hosting more events during the year, especially events that have a non-profit component.”
Not only do these events provide an extra feel-good incentive for the customers to buy and to donate to the worthy non-profits, it gives the customers a chance to meet the major players in the non-profit, chat, and find out about their work in the community and volunteer opportunities.
“The Village is not just for convenience, but supports a certain lifestyle: walking to buy pastries and coffee in the morning, sitting outside, one block from the beach…Life is good,” said Franks.
Ellen Engelke is the executive director of the Riviera Village Business Improvement District and owner of Cowgirl Communications.
