From employees, to customers to the community and other retailers, creating connections is an important aspect to running a seaside retail store. That was the focus of a session titled, “Creating Coastal Connections,” during the January 2023 Coastal Connections Conference that included four panelists and lively discussion from retailers in the audience who also participated with questions and comments throughout the session.
Panelist Barbara McLaughlin, owner of Hobe Sound Beach Shop in Florida, acknowledged that finding and keeping good workers can be tough, and that she’s been lucky to work mostly with family members and trusted friends. “Some of the other people we hired just didn’t do what was asked. I had one woman who did whatever she felt like doing,” she said.
Write it down!
Josh Stewart, owner of Adventures in Paradise Outfitters, Sanibel, Florida, sarcastically joked that he had “no problems with employees” — and got a big laugh. He recommended putting on-the-job requirements in writing. “We created a manual,” he said. “It makes a small business look super impressive and it shows you put time and thought into outlining what you expect from them.”One of Stewart’s requirements is that employees be very welcoming to his customers. “I tell them, ‘we’re going to make friends with everyone who comes into the store — that’s our big thing.’”
A man in the audience said a lot of his employees are retirees who started out as patrons and ended up getting hired. “Retired folks are great,” agreed Panelist Kim Hannon, owner of Ophiuroidea, with two stores in Maryland. “I trust them.”
Continual training is necessary for those newer to the workforce, however, said Panelist Dave Seehafer of consulting and rep firm Global Wave Ventures. “Young people can’t see the ‘big picture’ because they don’t have the experience we do. You have to keep showing them until the light bulb goes off.”
Hat trick
Hiring is only part of the equation. Retention is another. Hannon talked about the power of “partying” with staffers. “We don’t see everyone together all the time, so we go out, do happy hours, have get-togethers. It helps make the store a fun environment.” Acknowledging good work is vital too, Seehafer said. “We forget the importance of recognition,” he said. “Whether it’s public or private, it goes a long way.” So does adding a little competition. “We hold contests to see who has the highest average sales each week, and track them on a blackboard,” he said. “You don’t even have to say anything — they will automatically want to beat some other employee.”“We take everyone out every Christmas,” shared one store owner. “We pick one person who’s been providing awesome service and put symbols of everything that person loves and pin them or glue them all over a hat. We surprise them with the hat at the party and they wear it the rest of the night. It’s a beautiful recognition thing, costs nothing and is so fun.”
Breakfasts and benefits
Other attendees talked of the need to make employees feel like they’re a part of a team. “We have staff meetings offsite once a month,” said one store owner, “and buy breakfast for everyone. A lot of the part-time employees don’t see each other all the time so this brings them together.” While they chew their waffles, staffers are updated on what’s new in the store and what’s going to be coming in. “It makes everyone feel like they’re part of the plan,” she said.One shop owner said that she offers a 20% discount to her employees. At times, though, it can be problematic. “When new things come in they want to buy them all!” she said. “We have to limit them to one or two — we need the customers to see the merchandise.”
Stewart said he’s been very successful in retaining great employees. “We have people who’ve stuck around,” he said. “Like these two women who started with us as high-schoolers, came back after college and have just become our first two salaried employees.” What’s the secret? “We offer benefits, vacation, time off and sick days. Also, I think we have a great atmosphere so they want to come back.”
“Beach Shop Booty”
The topic then shifted to strategies for keeping another group of people vital to a business around — shoppers. Audience members were asked what sorts of customer-reward programs they’ve tried and if they’ve been effective.Janet Otten, McLaughlin’s sister and also a manager at Hobe Sound Beach Shop, talked of her “Beach Shop Booty,” — shopper-reward coins she had made up. “WIth 25 coins they can get four coffee mugs or six shot glasses,” she said. “If they spend over $100 in one visit they get a ‘treasure chest,’ a free coin bank. It’s been great for getting new customers in our store.”
“Give them something free with your logo on it,” Seehafer suggested. “If the average sale in your store is $50, offer something free as an incentive for spending that much. They’ll not only buy more but will tell others ‘that store just gave me something for free’ and your message gets spread around.” Good, high-quality stickers with his store’s logo on them are offered by another seaside shop owner who said he sees them “all over the beach.”
One store owner described how she helps the environment and her store at the same time by giving a special “V.I.P. Bag” to anyone who spends $75 or more in her store. “Every time they bring the bag back in, they’ll get 20% off — forever. Plus, they’re walking around town with our logo on the bag.”
Clicking with the community
The panelists and the audience segued into discussing how seaside store owners can indeed create those “coastal connections” with their respective towns.“During the COVID quarantine we started a live Facebook vlog called ‘Drinks with Josh,’” said Stewart, “where I went around to other small businesses in Sanibel Island and interviewed them. The show created a sense of community among the store owners and the customers.” He said that even though the stores were closed, the vlog kept people aware of these businesses until they could reopen.
A couple of other shop owners talked about how businesses in their beachside communities got together to hold raffles or ‘tournaments.’ In order to qualify for a prize customers had to visit a certain number of those businesses and present proof of their visits. These contests introduced new customers to these enterprises.
Another audience suggestion was sponsoring charity walks or beach cleanups where participants have to come to your store to sign up, increasing the chance they’ll buy something while there.
The Coastal Connections Conference was held Jan. 22-24 at the Margaritaville Resort in Orlando, Florida. Dates for the next edition will be announced soon. Visit www.coastalconnectionsconference.com to learn more.
