An update of a popular blog post from May, 2014

Summer is here, and vacation time means that almost every area of the country will be receiving visitors.  Whether they are nearby residents who now have time to explore, people visiting family in the area, or international travelers who have come from afar, tourists bring dollars that can be a welcome boon to any independent retailer.

In order to appeal to tourists, your merchandise selection should offer some products unique to your shop, and local to your region. Be sure that your signage makes it easy to spot these items. It’s also important to keep portability in mind. If you offer larger items, let shoppers know that you are happy to ship them home for them. Impulse purchases are most likely to include products within a certain price range, as well as toys, jewelry, candy and snacks.

How can your area attract more tourists?  In most cases the key is to band together to create an attractive destination with a mix of shops, cafes and restaurants (and perhaps even overnight accommodations).  As rental spaces become available in your area, you might work with your Chamber of Commerce to actively seek the types of businesses that will remedy any deficiencies.

Take a look at your streetscape (or mall) from a visitor’s standpoint. Is parking well-marked? Is there signage that is welcoming and helpful?  Are there benches, trees, good lighting and other amenities to make the area inviting? Do you have common open hours, especially for those coming to dine at the restaurants and wanting to browse after dinner? It’s also essential that you have restrooms readily available, including those that are ADA compliant.

Customer service also needs to be up to high standards in all businesses.  Getting together to share best practices, and visiting each others’ shops and restaurants frequently, can set a tone that visitors will find welcoming.

The final component is promotion.  On Monroe Street we put together a shopping guide that is revised once a year and paid for by contributions from all the businesses (although even those who don’t pay are included).  We have done joint promotional videos and host a calendar of events throughout the year.  Although we’re not allowed to use them in our area, street banners can be a very effective way to promote upcoming activities, and to give the area a sense of cohesiveness and excitement to help you attract new visitors.

Happy Retailing,

Carol “Orange” Schroeder

Note: There will not be a Specialty Shop Retailing blog post next week