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April 2010

Nell Hill's in Kansas City: As Good As It Gets!

One of the stores profiled in Retail Superstars, my latest book, is Nell Hill's located in Atchison, Kansas. This amazing little store draws customers from all around the Midwest. The appeal of Nell Hill's has long been the diverse mix of home furnishings, wide range of price points, and a shopping experience directly attributable to the effervescence of owner Mary Carol Garrity. All this in a store that is hardly convenient for most shoppers who often must drive an hour or more to shop there.

This past week I had the opportunity to visit Mary Carol's new store, which opened last year in Kansas City's Briarcliff Shopping Center. The new Nell Hill's comprises 16,000 square feet of beautifully displayed home furnishings. On the rainy Friday morning I visited, the store was busy with shoppers exploring every display room on both levels.

Like the Atchison store, the merchandise selection is wide and varied. But this store does not compete with the Atchison store. They are two distinct shopping venues. Unlike the Atchison store, which is much smaller and jam-packed with merchandise, this new location has enough room to allow for a broader selection and more open appearance. Mary Carol explained that some customers remain loyal to the Atchison store preferring the crowded and intimate treasure-hunt shopping experience.

The Kansas City store attracts a different customer who wants the freedom to move around. The intimate feel still exists as the store is divided into rooms, each designed with a different theme. Mary Carol took me on a tour and enthusiastically described her ongoing plans for each room. One of the little touches that gives the store a more intimate feeling is that each of the rooms has a name.

She distinguishes her store and keeps customers coming back by completely remerchandising the various rooms every quarter. Rooms are painted different colors to complement the theme and are repainted in another color once a year. Mary Carol developed her own paint line that is available for customers to buy as well.

In addition to a fabulous merchandise selection, what has made the original Atchison store so successful with legions of loyal customers is the exuberance and delightful personality of Mary Carol herself. While the Kansas City store offers a different selection in a wonderfully designed new building, it still reflects the vision and excellent taste of its owner. The building is new, but has the feeling of being there a long time. With more customers coming through the doors and a wider selection, this store provides its urban customers sophisticated home furnishings that meet their wants and needs at fair and reasonable prices.

I keep preaching how important the shopping experience is when trying to build a viable retail business. This store, its owner, and the staff of friendly, pleasant, caring people provides a great shopping experience for customers every day. I stood in the store and watched Mary Carol and her staff interact with customers. It's obvious they all love the merchandise and convey that to customers in such a delightful way that the customers can't help but be caught up in the enthusiasm.

If you get anywhere near Kansas City, I highly recommend a visit to Nell Hill's. You will see and experience one of the best home furnishings stores in the country. You can visit them on line at nellhills.com.

SALE SALE SALE!

April 21 the headline SALE SALE SALE Today, everyone wants a deal was printed in red in the center of the front page of USA Today. This misleading headline was not supported by the story that followed. The examples cited in the article focused on deals among fast food chains, restaurants, and retail stores that have long been known for bargain prices. And all of the consumer examples were anecdotal.

While many retailers are looking for ways to provide better prices and increased value for their customers, some consumers are willing to pay for quality merchandise, a better shopping experience, knowledgeable associates, and a company that stands behind what it sells. All one has to do is look at what's happening in Apple Stores. Consumers continue to pack these stores that post sales volumes out of the ballpark. It is important to remember that it's the customer who defines value, and low prices aren't the only way to compete and thrive.

THE CUSTOMER WINS!

When golfer Phil Mickelson won the Masters Golf Tournament last month so, too,, did several thousand golfers. Prior to the tournament Callaway Golf, one of Mr. Mickelson's sponsors, and retailer Golfsmith held a promotion that ran from March 12 to April 7. Any Golfsmith customer who purchased one of Callaway's new drivers would receive a full refund of their purchase if Mr. Mickelson won the Masters. Callaway certainly was happy with the win, but Golfsmith's customers were just as happy with their win.

BOOMER WOMEN AND THEIR SHOPPING HABITS!

We continue to see online shopping grow in popularity especially among women over 50 years old. According to a new study by VibrantNation.com, almost two-thirds of Boomer women reported making at least some of their apparel purchases online. The study also reported that 13 percent of these older consumers buy their apparel exclusively online. Convenience is one of the reasons for this change. But 84 percent of the respondents in this study said that indifferent, inexperienced, invisible, and outright rude salespeople were to blame for this loss of business by department stores, boutiques, and other clothing stores.

If you aren't reading my blog already, I would like to invite you to take a look. I regularly write short pieces about new stores, trends, and retail happenings. Take a look. I think you will find it interesting.

Until next month...

Tom Peters, one of the world's most respected, best-known business gurus and best-selling author, named Retail Superstars, Best Business Book of 2009.
There are thousands of business books published every year, So for him to recognize a book on retail as the best book of the year is great for the retail industry. It is an incredible honor to receive this kind of recognition from Mr. Peters.

George Whalin's Newest Presentation...

It is always a challenge for independent retailers when consumers cut back and limit their spending as they do during a recession. Yet, in the middle of one of the most severe economic downturns in memory, there are independent retailers who are not just surviving but thriving. Any retailer who wants to build a more successful business can learn some extraordinary lessons from these superstar independents.

George Whalin's new book Retail Superstars: Inside the 25 Best Independent Stores in America tells the story of 25 stores that are redefining what independent retailers can do in a highly competitive environment. These amazing retailers are growing and prospering alongside national chains and big box stores of all kinds.

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Whether you're planning a convention, trade show, corporate conference, or managers' meeting, a presentation by George Whalin will add value for your attendees. Check out George's other presentation topics at whalinonretail.com.

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