Misstropolis

Tuesday, August 26, 2008

Shopping Parties & other Benefits of Better Service

by Sue Payne

Email to a friendPrint this article

As the owner of a chain of high-end women’s boutiques in the Boston area, I see the importance of accommodating my customers day in and day out. Women’s lives seem busier and their days shorter, every year. I don’t know why exactly, (haven’t women always juggled gazillion responsibilities, and why hasn’t all this technological progress given us more hours in a day?) but it’s harder and harder for women to find time to themselves to browse and shop.

Shopping online is of course one way people save time, but I find that my customers still like to see what they are buying; they like to try it on and give it a test-drive, especially after hearing stories about online shopping disasters. There’s no denying that the retail environment is much more challenging than it used to be and boutiques and designers are constantly looking for new ways to reach out to customers. Here’s a few I’ve tried…

The Shopping Party
Consider it a modern version of the 70’s Tupperware party, but so much better. Outfit yourself rather than your refrigerator and pantry. Look for the perfect fit in a cocktail dress or a new pair of jeans rather than a container lid. Shopping parties have come a long way, baby.

The Tupperware ladies were on to something. I love doing shows at customers’ homes - my goal is always to “bring the boutique to the customer.” I also love doing special in-store Ladies Night Out parties. Women love the personalized, focused attention without the pressure of time constraints and everyday emergencies. Best of all, everyone can relax, mingle, laugh, have a nice glass of wine while browsing, as well as solicit friends’ opinions on potential purchases. What a change from rushing into a store with a toddler on one arm and an annoyed tween on the other.

The In-House Personal Stylist
It’s not just about scheduling the appointment - the service aspect is just as important. Our customers have come to expect one-on-one attention, personalized service based on past purchases, and efficiency. Offering the expertise of an in-house professional stylist who is knowledgeable about the inventory and takes the time find exactly what customers are looking for and how to wear it saves customers loads of time. Stylists have the expertise to help take advantage of a woman’s best features or create an entire head-to-toe look.

Shop for a Cause
“Shop for a cause” has also been a key component to the new shopping environment. We often host events that benefit a specific cause relevant to our local community or specific group of customers. We conduct these events just like the other shopping parties, only a percentage of the sales is donated to the cause. These parties reflect women’s awareness of local needs and assuage some of the guilt of spending money on luxury items.  By bringing people together in a fun way, while raising money for important local causes, we strengthen and nurture our ties to the community, becoming more than just a shop, but a focal point of female activism.

Let’s face it - everyone’s too busy these days. But we still need to look sharp and feel confident in order to handle the busy-ness. I’m all for personalization and accommodation for my clients. Make sure you receive it in your shopping experiences too.