Surf Expo Section

Staple Souvenirs (From page 61)

The trending apparel colors at Mr. Bill’s are “heather colors— heather gray, heather charcoal, heather navy blue, which is a lighter shade of navy with a tonal fleck. Just about everything is hard to get in right now, however,” he pointed out. Hoppe said in her market, the go-to colors have been “green and blue— the ocean and the trees. They are always our top two colors. Retro has been popular, and I’m seeing more burnt orange, sea foam green—any coastal colors. Some stores near us have not been able to sell red, but I sell a lot of a crimson, a washed-out red color, because I think it reminds people of lobster.” The standard unisex tee remains Hoppe’s best-selling style. “Ladies like a more flattering cut, which I try to offer. The basic sweatshirt still does well. Crew-neck sweatshirts have come back. I think young people have always seen them as something older people wear, but

Sales Associate Lorelle LaBarge of the Rosemary Beach Trading Company. The manager and buyer said overstocking devalues items.

What Is Your Customer Service Philosophy?

Great customer service plus a great product selection makes the ideal combination for boosting sales. Veteran retailers interviewed for this article have developed their own successful customer service philosophies throughout their years in business.

“My philosophy is simple— people want things delivered on time, defect-free, and we care for people like they’re our family or friends. If one of our staff brings something out from the back—get it quickly. Check every item before it goes out. Treat people with the respect they deserve. Do those things and that’s 99 percent of customer service,” said Brent Burke, general manager at Island Beach Gear in Ocean City, N.J.

The philosophy of Jonathon Cooley, who owns Mr. Bill’s Shirt Co. in Traverse City, Mich., is equally simple and straightforward: “Be as friendly as possible, as helpful as possible, and make sure the customer gets what they want.”

Ann Hoppe, manager and buyer at Puffin’s Nest in Rockland, Maine, believes in not only acknowledging the customer, but getting to know them a bit. “Always greet the customer. Be friendly and helpful. We’re probably known as the friendliest store on the street. My big thing is, when I have new employees, is to stress greeting every customer. Always ask if they need any help. Always ask everyone ‘Where are you from?’, ‘Why are you visiting here?’” she said.

“Seeing” the customer is critical. Acknowledge them, make sure they are getting what they need, and answer their questions. Froukje “Kiki” Gillespie, manager at Rosemary Beach Trading Company in Panama City Beach, Fla., said, “During the busiest months of the year, it’s all about keeping the floor stocked. There is not much customer service going on because the store is packed. But if a customer does have a question, it is important

Sales Associate Mary Valentine and Manager and Buyer Froukje

“Kiki” Gillespie, of the Rosemary Beach Trading Company. Gillespie said focusing on a customer with a question 100% is important even if the store is busy, that we focus 100% on them at that moment,” she said. “In our slower months, our goal is to make that person feel like they made a new friend before they leave the store. I want them to walk out of the store feeling like they just hung out with their best friends and chances are they will come back because of that feeling.” ❖ they have become more trendy in recent years,” she said.

Cooley said, “Cropped sweatshirts, hoods, and crews are popular this year—the softer the better.” In beach wear, Burke said, “When it concerns coastal, back when I grew up, everyone’s rash guard was skintight. [You] don’t have to have it that tight—it functions better when it’s a little loose. I’m seeing ruching on the side which conceals things. [In] Cover-ups—they’re really stylish while accentuating the stuff you want to and masking the stuff you don’t. Between designers and consumer demand, I’m seeing that replicated throughout every brand.”

With the supply chain challenges affecting businesses at every level, it’s been it’s been a challenge for retailers to stock the latest colors, styles, and graphics. They are accommodating customers’ requests as best they can. Gillespie has had to pivot more than ever in the past 18 months: “It has been incredibly hard to keep the shelves stocked. In this day and age, you have to juke and jive to get product. I have had to change colors mid-season, source from different companies, and bring in new product that would have never been on my radar,” she said, adding, “Just get creative. If you don’t have it, they can’t buy it. It’s all about having product on the floor and presenting in such a way that customers want to buy it. You can’t sit around and wait on product, or you will be flushing dollars away. Go get it and make some money!” ❖