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Discover Old Town Alexandria’s History of Success. Plus! Learn How Veteran Retailers

Continue to Thrive Year After Year. By Amy Barnes Knebel

PHOTO: RETAIL MINDED

Discover More About Alexandria, Virginia

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Most visitors coming to Washington, D.C. expect museums, monuments, government and not much else, but right across the Potomac River lies the long-standing boutique haven of Old Town Alexandria. Originally a seaport and trading center, Old Town Alexandria has maintained a passion for commerce since its incorporation in 1749.

Shoppers have a bevy of independent retailers clustered with a few square miles along the same brick sidewalks once trod by some of our nation’s founding fathers. Most shops are located within historical buildings, some dating from the colonial era, which provide for a unique peek into America’s history.

Not only is Old Town full of American history, but it also has a history of supporting independent businesses, many of which have been in business for more than 30 years. Savvy area residents know to skip the mall and come to Old Town Alexandria because the rich variety of stores centered along King Street meet almost every need imaginable.

With so many retailers in Old Town, the only problem customers will have is finding time to get to every store. Bellacara, an upscale beauty boutique on King Street, provides customers with an array of products, while The Shoe Hive on South Fairfax Street offers fine shoes and accessories. In search of a perfect gift? The Christmas Attic and The Urban Attic on South Union Street both have a wealth of unique items for any time of the year and any occasion. Looking for an outfit that’s also handcrafted art? Imagine Artwear on King Street carries artist handcrafted clothing, accessories and jewelry. All that shopping can work up an appetite, but luckily there is no shortage of indie restaurants to enjoy either, including Bittersweet on King Street. These are just a sample of what makes Old Town Alexandria enticing for shoppers.

So what’s the secret behind their success? A number of boutique owners and small business resources revealed several key practices that give these indies staying power.

All owners agree that one of the most important business practices to master is the realm of finance. Bill Reagan, executive director of the Alexandria Small Business Development Center, stressed that boutique owners who lack a solid financial background “need to become proficient or hire someone who is. Businesses are well served to consult with the ASBDC to make sure they are not wasting any effort.”

Angela Sitilides, who owns Bellacara, stressed being “fiscally responsible. It is easy to get caught up in buying everything people ask for. Unfortunately, you can’t make everyone happy, and often people learn it the hard way.” Cheri Hennessy, who along with her sister owns The Christmas Attic and the Urban Attic, maintained that her financial strength is her budget. “I know where all the money is, and that allows me to look far enough ahead to take advantage of what’s good and what’s bad.”

Jody Manor, Bittersweet’s owner, agreed with Hennessy and added, “Not only do you need to know where the money is going, but you have to be prepared to invest profits back into your business so you can continue to innovate and stay on the right track.”

Another secret to long-term success is maintaining your focus.

“Remain true to yourself and don’t compete,” Supplee stressed. She cites what happened to another store with a core customer base similar to hers; the owner changed the merchandise mix to try to attract an additional type of customer. It didn’t work because the original customer base was fragmented and that store is no longer in business.

Knowing your core customer is also vital. Elizabeth Todd, owner of The Shoe Hive, pays close attention to local customer preferences and stocks what she knows her customers will buy. She observed that moms and tween/teen daughters were shopping together, so she stocks for both. Sitilides can rattle off exactly who makes up her customer base and knows they require a knowledgeable staff.

At the same time that a boutique owner is trying to maintain focus, veteran indies emphasized that remaining nimble and vigilant have enabled them avoid mistakes or least nip them fast should they arise.

“I’m committed and very involved in the day to day,” Todd said. Hennessy agreed that boutique ownership isn’t a hobby and that you have to be able to react quickly and make hard decisions to do what makes sense for your business.

“My customers, employees, inventory and suppliers are my assets and you have to protect your assets constantly,” Supplee remarked. “It’s ongoing and never ends.”

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The Small Business Development Center’s Regan considers the information that many POS systems provide help retailers make quick and informed decisions, strengthening their businesses. Reagan also noted that all the successful boutique owners he knows leans on their POS systems – something he considers a must for retailers.

Stores who have weathered more than the most recent economic downturn agree that customer care and cultivation contribute greatly to their success. Some business owners such as Sitilides and Manor use formal customer loyalty programs, while others such as Supplee take advantage of trunk shows and custom ordering to entice new customers and reward loyal clients.

Hennessy and her sister actively pursue new clients to add to their multi-generational customer base. Reagan maintained it all comes down to the connection customers either do or don’t feel when walking into a boutique.

“Veteran, successful boutique owners are gregarious and not threatening,” he shared. “They engage with something other than asking if a customer needs help. Successful retailers also know that staying in touch and communicating with customers creates a relationship. Essentially, you are selling an experience that appeals to all the senses and when this happens, a customer walks out feeling better, like they have just visited a friend.”

Understanding this means understanding that who takes care of your customers is critical to your success – or lack of

it. It’s either you or your staff, and developing and retaining top-notch staff is of utmost importance.

Sitilides advised that great staff is essential to long term success. She has had very little turnover because when she finds someone great, she does her best to keep them happy. Reagan maintained that retaining and motivating loyal employees helps create employees who become customer’s favorites.

Over at Bittersweet, Manor recognizes that, “when you are competing with a chain, the only thing we can do to make it better is our service.” Manor has cultivated a staff stocked with long-term employees and treats them well – including offering cash incentives – as part of his employee management strategy. His theory of “putting the plant in the right window” has helped him retain staff by identifying the right role for each employee and then helping that employee grow into the role that’s their best fit. Then, he said, “I’m surrounded by employees who both know their roles well and are a great fit for their roles. Everybody wins.”

Unfortunately, some boutique owners succumb to a bunker mentality and look at other local businesses as competition. Veteran retailers in Old Town Alexandria think differently and know community promotion and networking works wonders. In addition to taking advantage of support that the ASBDC offers, including workshops and get togethers, indies are going grass roots with additional networking and community programs. And the best part? Their efforts are paying off.

Encourages economic stability in communities

Promotes collaborative efforts to help indies succeed

Supports entrepreneurs in their at large efforts

Competes with big box retailers in a way a single store can’t do alone

Offers leadership through each other’s strengths

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Founded by Elizabeth Todd in 2005, the Old Town Boutique District was inspired to bring like-minded retailers together who alone do not have marketing budgets to gain exposure in the Washington, D.C. media market. Understanding this and yet still determined to give recognition to her store, The Shoe Hive, and other local retailers, Todd came up with the idea to market the Old Town area of retailers collectively.

In her first five years of operations, Todd marketed jointly with a neighboring boutique to save money and cross-pollinate between the two stores’ customer lists. Over the next five years, the Old Town Boutique District grew to 35 member stores and has staged large-scale shopping events that routinely attract television coverage and drive new shoppers to Old Town’s stores. A winter joint clearance sale has become legendary and draws shoppers who wait outside in the cold for hours to get boutique merchandise at 70 percent off. The Boutique District organizes and runs a Santa photo station during the Christmas holidays to make sure loyal boutique shoppers have one less reason to head to the malls instead.

“Smart marketing works, and if you’re a small business owner, smart collaborative marketing works even better,” stated Kim Putens, Old Town Boutique District co-organizer and retailer.

We think they’re right!

“You have to promote your community, not just your business, as a destination,” Supplee contended. “I want this community to become comfortable to others.” She serves on several boards and always participates in special events such as First Night Alexandria, often working to recruit additional stores’ participation in community events. Manor stresses that the concept of community for him includes working with local schools so students are exposed to additional career paths. Agreeing that “a rising tide lifts all boats,” Hennessy noted that you can learn a lot from other stores, display ideas and additional product ideas. Sitilides revealed that, “a friend who owns another Old Town boutique is someone I can always count on to tell me when something I’m doing could be better. Those friendships are invaluable.”

To answer the need for more grassroots sharing of ideas and resources, The Shoe Hive’s Todd started the Old Town Boutique District (see sidebar) where she used her prior career skills to create a group for like-minded retailers to join. Indie retailers in Old Town Alexandria have plenty of resources at their disposal and the historically successful retailers take advantage of these resources for information and networking. For customers, successful independent businesses in Old Town Alexandria means having strong retail experiences surrounded by America’s early history. Local boutique owners work hard to practice what they preach, which clearly shows in their success. Not only is Old Town Alexandria charming to shop and dine, but retailers everywhere can also learn from studying the history and practices of these savvy, treasured retailers.

Know of a city you think deserves some spotlight attention? Let us know! Email Retail Minded at nicole@retailminded.com.

IT’S AMAZING WHAT ONE WOMAN AND ONE IDEA CAN DO

Old Town, Virginia supports their independent merchants with signage that reminds customers to support local businesses. When repeated throughout communities and stores, consumers consis-tently receive the message to shop local and shop indie. The strategy works, which is why Old Town and other communities nationwide do this.

PHOTOS: RETAIL MINDED

Check Out Old Town Boutique Dis-trict’s Website!

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OWNER: Anna Largay

AGE: 38

STORE LOCATION: Portland, Maine

WEBSITE: Oldportcandyco.com

NUMBER OF EMPLOYEES: 5

STORE OPENED: January 2002

FACEBOOK: Facebook.com/oldportcandy

TWITTER: @oldportcandy

OLD PORT CANDY CO.

PHOTO: COURTESY OF OLD PORT CANDY CO.

Get to Know More About Old Port Candy Company!

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A candy store! How fun! What inspired you to open Old Port Candy Co.? I have always loved candy and still do. In high school and college I worked at a candy shop and learned a lot. After studying Small Business and Marketing at the University of Vermont, I knew I wanted to run my own shop. This year is our 10 Year Anniversary!

That’s fantastic, congratulations! Speaking of congrats, we hear you sell Portland, Maine’s best fudge. We also hear you are fantastic at being an indie retailer. What tips do you have for other retailers in wearing so many hats? I’m glad to hear the word’s out on my fudge! I love being a retailer. My husband and I actually just opened another store, Old Port Card Works, right around the corner from the candy store and this is our third year. My husband, Tom, is gettinghis “retail on” now, too! So, I now wear twice as many hats for both stores. I love being behind the scenes, figuring out what to buy and how to merchandise it. Unfortunately paperwork and bills take up a large amount of my time, so time management can be a big challenge. We have two little ones, too, Laura (1) and Ben (3) so that effects how we plan our time, also.

Kids certainly influence how time is spent! Employee management does, as well. What are your thoughts here? Employee management is absolutely the hardest part of being a retailer. I luckily have an excellent staff in place right now. But we had to kiss a lot of frogs to find our princes… Or in our case, princesses. Our manager at the candy store has been with us for seven years, and our primary part-timer has been with us for five years. I have three other employees that have been with us for over two years. I consider myself very lucky to have held onto these gems!

So you have gems that work for you and sell yummy treats! How lucky are you! Do you ever find that despite your great support, you have some really long days? Well, the yummy treats certainly keep me steaming ahead. I am still waiting for the day when I will get sick of my sugary snacks… It hasn’t happened yet, though! Luckily we are located in a pretty hopping area. Summertime through the holidays is fairly steady. Each day I find I’m just trying to

play catch up and keep up with the customers, product & paperwork. During the other half of the year, I consider that my time to catch up and prepare. Also, we have some nice candy holidays through the first half of the year (Valentine’s Day & Easter), so we are constantly prepping for the next big holiday or season. I’m actually grateful for those sometimes long retail days to finally catch up.

Speaking of long days, when does your work day begin and end? Do you ever overlap a little personal time in the

middle of your day, as well? Of course! With kids we have a pretty structured schedule getting to and from work. We leave our house at 8am, drop kids off at “school” (daycare), and head into the shop. Both stores open at 10am, and I leave at 4pm everyday to pick up the kiddos and head back home. Sometimes I find time in the day to meet a friend for lunch or hop out with Tom for a snack. If I’m really lucky, I can schedule a pedicure!

We love hearing you find balance in your day! Retailers are always telling us they can’t turn themselves off when

they leave their stores. Can you? And if so, what’s your secret to this? That is so true. Especially now that Tom is a retailer, as well. We’ll wake up with new ideas just bursting at the seams. So far the best “shut off” is our kids. They keep us very busy! Looking back, pre-kids, I can remember days when I worked at the candy shop until midnight. Sometimes I wish I had that time again, because I feel like there is so much stuff I would love to do. There just aren’t enough hours in the day!

I think a lot of retailers feel that way! Finally, please share with us anything else you think Retail Minded readers would enjoy. Retailing rocks! But it’s not for sissies. I think we would all agree on this. When I hear folks talking about getting into retail, I always say it’s a lot of blood, sweat, and tears. For me, I love that I have worked so hard for my little candy store, and it brings me tons of joy... but more hard work. I am fueled in many ways by my little shop; it is challenging, rewarding, exciting and tasty!

Thanks, Anna. We look forward to following both your shops for many years to come!

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EDUCATION

By Nicole Leinbach Reyhle

Evaluating an intern is among the most critical components of the entire experience of working with interns. While this step may not directly help your business, it’s essential to give this 110% of your efforts. Not only will a proper evaluation help your intern better succeed in future roles, but it will also help shape your reputation as an internship provider.

To help promote professional development and overall learn-ing, Retail Minded suggests that all supervisors who worked with the intern should complete a standard evaluation that is

consistent among supervisors. It’s important for the intern to gain practical, real life analysis on his work performance, so be sure to answer all questions honestly. Additionally, supervisors should strive to identify what was a success in the internship as well as what may have failed.

Remember, it’s important to complete your own evaluations consistently among all your interns. The following questions are intended to help you in supporting your interns through an evaluation, as well as support your store’s role in having interns.

The first three issues of Retail Minded in 2012 discussed the components of hiring, managing and working with an intern. The final step in this yearlong series is evaluating

the internship experience.

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Retailers need reviews, as well. Ask yourself the following questions after each internship to determine how you performed as your intern’s supervisor.

How did you provide fair time in training and management for the intern? Would you provide more or less time in the future?

How did you provide support to your intern in response to challenges they may have had?

What things did you teach your intern in an effort for them to gain from the work experience?

List the working projects you gave your intern. Did these projects give the intern a range of learning experiences? Why or why not?

In what ways is your store better off since having hired, worked with and now evaluated your intern?

Most college programs will provide you with an official evaluation to complete for the intern with whom you worked. You should complete this according to their guidelines, even if you think it’s repetitive to what you have completed on your own. While it may seem time intensive to do both, remember that your goals are different from a college’s and should be evaluated differently as a result. Taking the time to do this will be advantageous to your business – and your intern program – as both continue to grow.

Was the student academically prepared to work in the role in which they were placed?

Did the intern have the basic and technical skills required to effectively perform the duties you assigned?

How well was the student able to learn, adapt and engage in the role and responsibilities given to them?

Was the student’s communication with co-workers well received?

Was the student able to effectively communicate with customers?

Did the student demonstrate reliability on a routine basis, including being on time for work?

Was the intern able to make procedural decisions without support?

Was the student able to work independently without supervision?

Did the student deliver strong results on all assigned tasks in a professional fashion?

Would you recommend this student to work full time for another retailer?

Below (2)Poor (1)Not Applicable (N/A)

Excellent (5) Good (4) Average (3)

For each of the questions below, assign a number rating for your intern and provide at least two examples that support the rating.

Adding the numbers up, you will have a score of up to 50. Share this number and the supporting examples with your intern, in addition to filing this for your own records. It is always good to add customized notes and feedback for each question so that you can demonstrate to your intern why he earned the number rating he did.

Excellent Intern 45-50Good Intern 40-44Average Intern 35-39

Below Average Intern 30-34Poor Intern 29 or below

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What should a retailer’s main goal be when seeking press? The main goal should be to garner brand awareness for the retail outlet, and that means making sure your press materials and website are updated with all the most recent and accurate information about the retailer.

How can a retailer prepare for reaching out to the media? Retailers should prepare their press materials before contacting media outlets. A well-stocked media kit that includes a press release is a must. Press releases generally follow a formula that outlines basic information about your brand, but a well-written press release also communicates why your brand is newsworthy.

Are there specific points to consider when pitching certain media outlets, such as magazines versus television stations? • Understand lead times and deadlines as they vary by outlet. • Many publication websites contain information on submission timing, or a quick phone call can get you the information you need.• Do your homework. Know the rights (and wrongs) of contact. It’s imperative that you know the details of each media outlet. When it comes to magazines, make sure you know how often they are published and have familiarized

yourself with the types of stories they run. If you’re pitching a particular editor, do some research to determine what she has recently written. Often available online, a publication’s editorial calendar details what content is planned for future issues. When it comes to television, never ever pitch when the show is currently on-air. • Designate a media spokesperson.• If you don’t think you’re savvy enough to build a relationship with the media, designate someone else on your team to do it for you.• Make friends with the press.• Develop a rapport with your top media outlet contacts.Call and introduce yourself – even if you’re not ready to pitch a story. • Know your message points before you start pitching and stick to them.• Always provide a phone number, email or website for those who want more information.• Provide concise reference materials and information (e.g., Press Kit, statistics, website, etc.).• Breathe and speak slowly if you’re leaving your pitch via a voice message. Repeat your name, company and phone number at the beginning and end of your message.• Be persistent and be prepared for rejection – but do not let the word ‘no’ stop you! • Learn more about pitching at http://retailminded.com/pr-phone-etiquiette/.

Most retailers have tight budgets yet big Public Relations goals. Time and again, we hear the question, “How do I gain press on a dime?” PR expert Inna Shamis Lapin has gained thousands of media placements for a range of businesses and individuals, including retailers. Read on for her top tips.

Learn How To Write a Press Release!

Learn How To Write a Press Release!

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Once you have your brand message fine-tuned, you are ready to pitch it to the media. Your pitch is the message that grabs an editor’s attention and makes her want to learn more. Before picking up the phone or putting fingers to keyboard, you want to craft your pitch with the following things in mind:

• Pitches should be short, personalized and compelling, so do your homework to make sure you craft a pitch that will address an editor’s interests and concerns.

• Add any pertinent statistics and figures – pull information from industry organizations, studies, etc. Editors love numbers!

• Don’t waste time with formalities – get right to the point.

• Be clear, concise and consistent. Most importantly, stay away from industry jargon.

• Frame your pitch to show how your story relates to the audience. Cast a wide net make sure to demonstrate that what you’re pitching could be of importance to a wide audience.

• Spell check! Read what you’ve written before submitting it.

PREPARING YOUR PITCH TO BE MEDIA READY

So you’ve pitched your message, now what? Since follow up is key, always do so with an email or a phone call. Wait a few days after your pitch before reaching out and consider adding an extra bit of information that could be of use to the editor.

Realistically, what type of response can a retailer expect to see from dedicated efforts to gain publicity? Realistically, there is absolutely no way to predict and forecast what type of response one might get from PR efforts. However, patience and resilience is key. Sometimes you may see interest immediately, in other cases, it might take several weeks/months to see any activity in this regard.

With limited time and limited money to spend, how should retailers allocate their resources? Resource allocation should always include some level of marketing and PR efforts – this includes website development,

press/media outreach and marketing strategy. Retailers often believe that these line items are too expensive; however, many agencies (like mine, for instance) customize solutions based on the client’s needs and budgetary parameters. Marketing and PR efforts are an important investment to make because it can really make a huge difference in how well the business does.

How important is gaining press for a small business, such as an independent retailer? No less important than for a large mass retailer. Press is always something that can help build brand awareness for the independent retailer. The most important thing the retailer must remember is to focus those press efforts on their value proposition. What makes you different than the next independent retailer? Focus on that!

Great tips, Inna! Thanks for sharing!

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Gain Tips for PR Phone Etiquette

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RELATIONSHIPS

Time and time again, indie retailers are forced with the decision to hire someone to work in their store when they can’t be there. For some retailers, it’s a no-brainer to hire friends or family. For others, it’s either not an option or not a choice they want to make. The question is... what’s right for you?

Hear from store owner Mackenzi Farquer on why she believes friends make the best recipe for employee success.

PHOTO: COURTESY OF SITE STORE

Gain More Tips On Hiring Friends... Or Anyone Else!

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Are you perceived as the same person at work as you are in your personal life? No matter what your answer is here, it’s neither right or wrong. But be sure to consider how your friend may react to you in a professional environment versus during your personal time.

What is your general track record with employees? If you are known to love them and leave them, then hiring a friend may not be for you. After all, it’s as-sumed you like your friend and want them to be a part of your life – which may mean not making them part of your work life.

Do you get easily distracted at work, often putting off responsibilities? A friend may not help you here, since it’s possible you will want to have fun versus work. Then again, a friend could be the perfect excuse to work while having fun. Depending on your friend may depend on which scenario you would fall into.

QUESTIONS TO ASK YOURSELF BEFORE HIRING A FRIEND

“When I first opened SITE, I felt how new mothers must feel... super protective and unable to let go but too overwhelmed to do it all myself. So when it came time for me to delegate some duties, I could only think of asking friends and family first. A new hire from Craigslist? Never! My closest friends have never stolen from me, never arrived late, and they treat my custom-ers the way I do- with the utmost respect. I’m either fortunate, or unfortunate, enough to have a steady stream of friends in who need work. SITE has had no few-er than three lawyers working behind the counter when their law gigs unexpectedly evaporated during this rough economy. Teacher friends of mine are eager for the extra summer work, and I’m thrilled to have the opportunity for such amazing help. My freelance designer friends make great employees as I’m flexible with them working on their own projects behind the register when things are a bit quiet and they’ve finished the to-do list I give them every morning. These days, I’ve been relying more and more on friends who come from retail backgrounds. Sure my lawyer friends’ paper-work was stellar and the register was never short, but their visual eye wasn’t always what the shop needed. I’ll never for-get the time I came in after a day off to find a kid’s towel hang-ing where a large piece of art was, and a note saying they’d “thought it would be good there” since it was the same size

as the now sold painting. Using friends can be a little bit of a crutch, I’ll admit. Hiring a string of between-jobs friends also means they come and they go, which is always a challenge. As soon as you get them fully trained, their dream job comes calling and you’re stuck at square one again. These days I rely on at least one dedicated part-timer... who is also a friend... and a pinch hit-ter... also a friend...for pick up shifts and events. Both are women I’ve known in my personal life for at least 3-5 years and both have work outside of my shop that ensures they’re full financial needs are met. I make sure they’re well paid, get generous discounts and I give them projects and work that suit their talents. I want my friends to enjoy their work here. They should never feel like they’re just ‘doing me a favor’ but rather helping me build something. As with most things in life, hiring friends is all about balance. It’s about not expecting too much from someone and never giving them work you wouldn’t want to do yourself. It’s also about realizing that not all friends are great fit. Do you have a friend who can’t take feedback? Maybe they’re not the right choice. Do you have a friend who’s always late to everything? It’s probably best if you don’t even consider them as a candi-date. But when you find the right one, it can magical for you and your store.”

Gain More Tips On Hiring Friends... Or Anyone Else!

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