Waterpark Gifts and Souvenirs

Top Tips to Sell (From page 103)

they should ask if they need help and then check in the back for it. “Don’t let sales slip away,” said Gustafson, who noted that the store has limited space so staff try to stay on top of replenishing merchandise.

Having a price tag on every item is also key. “Nothing aggravates me more than to pick up an item and find that it doesn’t have a price on it,” Gustafson said. Employees use a sticker labeler to mark every item.

When Do Shops Get Busiest?

Morning, noon, or night— what’s the busiest time at a waterpark’s gift shop? For Ron Gustafson, director of marketing and public relations at Quassy Amusement & Waterpark in Middlebury, Conn., it depends on who is visiting. If a large church group visits, for example, guests typically hit the gift shop midafternoon. On the other hand, a camp or school group often waits until the end of the day to frequent the gift shop. Others may come to the shop right away if they forgot a beach towel or sunscreen. If an item is hot, such as $10 62-inch inflatable aliens by Rhode Island Novelty, kids will grab them right away—as they fear they’ll sell out.

If it’s a typical day, the flow in the shop is fairly steady. “Most people don’t want to lug stuff around all day long; earlier shoppers will buy smaller items that they can put in a bag or purse,”

Gustafson said. “Guests tend to buy larger items, such as wrapped glassware, later in the day so they can leave with it.”

Michelle Phy, revenue manager at Alabama Adventure and Splash Adventure in Bessemer, Ala., said the emporium rents wagons, strollers, and wheelchairs in the morning—making that the shop’s busiest time. “We will staff an extra person just to help with this rush and then move that employee to another location where guests check in for their cabanas,” she said.

Name-dropped toys at Alabama Adventure and Splash Adventure. The attraction’s revenue manager said the operation staffs an extra person for the busy wagon, stroller and wheelchair-rental morning rush.

For Johnny Swager, manager of guest services and admissions at Wet ‘n’ Wild Las Vegas, guest visits to the shop are pretty consistent throughout the day. ❖

When asked why an XL or XXL apparel item costs more than smaller sizes, staff explain that the shop has to pay more for larger sizes. “The customer should be told why,” Gustafson said. “Never respond that you don’t know. Staff know to contact the main office to get an answer when needed.”

Hays asks guests open-ended questions and listens to their responses, which makes them feel as if they’re truly being listened too. “Don’t be afraid to receive a negative response,” he said. “Embrace the opportunity to make it right. If a guest feels as if you’ve listened to them and you have taken the time to address their questions, more often than not, they will feel respected and will become a fan.”

Every team member at Alabama Adventure and Splash Adventure is coached on how to welcome guests and make conversation, such as pointing out an item they like or telling guests what is new for the season.

When ringing up a sale, a team member is required to read back the order to the guest to ensure the correct items are being rung up. In case there is a problem with the merchandise or rung-up order, team members are taught how to use the L.A.S.T. method (listen, apologize, solve, and thank the guest for their time). “These methods work well because team members are actively involved with guests,” Phy said.

Like Phy, Swager said it’s also important to listen to guests. “Listen to what they have to say, including complaints and problems, and resolve them quickly and efficiently to their satisfaction,” he said. “Ongoing training and support is huge. Promote an environment in which staff shouldn’t be afraid to ask questions.”

To provide great customer service, Simon said the shop uses the 10/5 approach when interacting with guests. If a guest is 10 feet away, staff make eye contact and if a guest is five feet away, staff greet them. “Listen to guests as they shop,” she said. “Many times I will overhear a conversation or comment, and even if the guest isn’t directly asking me a question, I take initiative and approach them.”

Ideal Customers

The ideal customer is one who feels that staff members have exceeded their expectations at the end of their stay. “You can do this with an unexpected gesture or personalized experience, which makes a regular stay become a lasting memory,” Hays said. “Noticing that it’s someone’s birthday, anniversary, graduation, or some other celebration gives you an opportunity to take your service to another level. Don’t let those opportunities pass by without action.” The 1,500-squarefoot shop generates around $800,000 annually. ❖