Letter from America - Rick Derr

Through employees’ eyes

Jessica, Melissa and Jamie all work at Learning Express Toys in Lake Zurich Illinois, owned by Rick Derr. They have a combined total of 48 years of retail experience. Here they share how they help their store stand out to customers in the local community and beyond.

Retail can be a tricky business, especially as a small brick and mortar retail store. Being employed by a small shop like Learning Express, our roles vary from day to day: some days our tasks include ordering, other days we spend our time receiving and merchandising products, or helping customers find the perfect gift. One thing which remains constant is our amazing loyal customer base, who return to shop with us again and again.

“I used to shop here when my kids were little, and now I’m here again shopping for my grandchildren!” This is a sentiment that is shared with us regularly at our store. What is it that keeps our customers coming back year after year from one generation to the next, and how do we keep that momentum going?

Over the years, we have found one of the best ways to boost loyalty is by hosting unique experiences that are relevant to our most important customers, the children. A few years ago, that could be trading L.O.L Surprise! and hosting meet and greets with Peppa Pig. In 2024, it’s Pokémon trading cards, Bluey playdays and Swiftie parties. The type of events may change, but creating joyful memories for children is always the priority. Staying in touch with kids’ interests keeps us relevant and gives parents a reason to visit in person, instead of just shopping online.

As a small local store, we benefit the local community. Teaming up with libraries, schools and charities helps everyone. Each summer we partner with local libraries and their summer reading programmes - a symbiotic relationship where children read books to earn coupons to shop with. This is a great way to reward existing customers, but also bring in ones who may be unfamiliar with our store and what it offers.

Many retail stores struggle with innovation. While some are successfully combining online and offline shopping experiences, others carry on using outdated methods, which can lead to poor customer experience. Outdated store designs make it hard to keep up with the competition and advancements. We believe it is crucial to keep evolving with the times and the communities we serve. Physical retailers need to keep innovating, improve customer experiences, address employee retention issues and embrace new technologies to stay relevant in today’s competitive market.

Consumers are increasingly looking for unique and engaging shopping experiences. Stores that don’t offer these experiences may see a decline in sales and market share. We are in the business of encouraging customers to walk through the doors of our store to shop. However, creating a seamless multi-platform shopping experience for customers has become increasingly important.

We use online platforms to highlight our in-store services, which include same day pick-up in store or curbside, shipping an order to the customer, gift wrap, special orders, customisation on select products, etc. Our online services include shopping with an educated employee over the phone, which has become an increasingly popular service - employees can even message photographs of products to a customer’s cellphone. There will always be a need and desire for human connection, and we see it as an opportunity to remind customers why they shop with us, whether they walk through the door or click the checkout button.

The biggest opportunity for a small local business like ours is being a staple part of the surrounding communities. As a small local toy store, we can create a space where families feel comfortable and safe. Becoming a part of the community means families stay with the business for decades as their children and grandchildren grow. As a small neighbourhood toy store, we have spent many years doing what we can to recognise and create new opportunities for our business to flourish in our community. Outside of providing discounts and donations to our local schools, libraries and park districts, we are proud to partner with charities that are important to our communities. This sends a positive message that reflects what we are passionate about, and we see the impact it has had on our shoppers and community.

Human connection and creating relationships are key, whether with a first-time shopper or a regular customer. Sometimes all you need is a friendly suggestion and a smiling face – something that online and large chain retailers will never be able to compete with.