Experiential shopping: The business of making memories

By Kristin Ely

Cuffy’s of Cape Cod gives customers reasons to stay a while.

If you ask Dominic “Cuffy” Albano what kind of business he operates, you might expect him to say souvenir stores. But the owner of Cuffy’s of Cape Cod with stores in West Dennis, Chatham, Orleans and Provincetown, Massachusetts, has a different response.

“We are really not as much in the sweatshirt, T-shirt and resortwear business as much as we are in the memories business,” he says.

Intracate sand sculptures throughout the store are a big attraction to customers who visit Cuffy's four Massachusetts locations.

Photos: Bryan Stearns

Cuffy started his foray into retail 40 years ago, so families have been stopping in the various locations together for generations. It has become an annual tradition for many to check out more than just the stores’ offerings, but also its multiple attractions that cause people to stay and hang out a bit longer than at your typical store.

“They kind of savor the experience when they do come into the store,” says Cuffy. And there’s plenty to savor.

Sandy salutations

Those who stop by Cuffy’s flagship store in West Dennis, are immediately greeted by a huge sand sculpture outside the store.

“Every season for the last five years we’ve carved a 20-ton sand sculpture outside that is there for the season,” he says.

The carving process takes about 10 days. This year, to commemorate the store’s 40th anniversary, the sculpture was of Cuffy’s mom’s 1976 Buick Skylark where his T-shirt selling business all started. It was complete with caricature shoppers around it and a depiction of Cuffy himself selling the shirts off the car.

“Anything that we can do event-wise or activity-wise for the whole family to make it special is really what we focus on.” — Dominic “Cuffy” Albano

The first sand sculptures from five years ago are still inside all the store locations. They sit on top of the sweatshirt tables inside the West Dennis store.

“It is a great photo op to take pictures with the sculptures, and people marvel that it is real sand and that it is still sitting there,” says Cuffy. “It’s definitely a nice element of uniqueness that customers react to.”

Getting crafty

In non-COVID-19 years, Cuffy’s usually has a large craft table in the middle of the West Dennis store. The craft area is supervised by an employee. This allows parents to shop while kids are making their art creations.

There’s a different nautical or beach-themed craft each day that the kids can make and take home with them. Shark and mermaid hats are among the projects that kids have made.

“It’s reminiscent of their experience coming to the store and gives them a keepsake they can take home and treasure,” says Cuffy.

Fun for the kids

Complimentary face-painting and temporary tattoo art also are offered when there’s not a pandemic.

Meet Big Moe, the animatronic bear that entertains the kids who venture to the children’s section of Cuffy’s of Cape Cod.

“The kids are all lined up, especially if it is not a beach day,” says Cuffy. “There is always some sort of entertainment or activity that kids can participate in.”

But these activities are not to be outdone by the animatronic singing bear in the store’s children’s section.

Cuffy describes him as a large country jamboree-type bear he picked up from a amusement park tradeshow demonstration 20 years ago. “Big Moe,” as he is called, plays over 20 children’s songs that Cuffy himself recorded.

“He has become an institution for all these toddlers coming into the store,” says Cuffy. “They do a b-line over to him and push the buttons and start dancing.”

Fan favorites

Another fan favorite at the store are the coastal-themed cornhole games. The store crafted lighthouse and lobster cornhole boxes located outdoors in fenced areas where families can gather and play safely.

Rocking chairs and checkerboard games are also set up all around the outside of the store. Teenagers will often sit and play a game.

“We definitely have all kinds of unexpected activities and we are always trying to update them,” says Cuffy.

Cuffy’s inspiration is Disney World and Magic Kingdom where people go once a year and make memories.

“Anything that we can do event-wise or activity-wise for the whole family to make it special is really what we focus on,” he says.