yet another local Portland boutique is hitting the mark on easy marketing ideas for their most loyal customers – Shop Adorn is playing favorites.

Owner Nicole Whitesell recently sent personalized emails to her favorite clients letting them know just that.  she invited them to a soiree at her store and to come get a special gift just for them.  i love this – it’s very old school – but effective.  of course those clients are going to shop when they come in!

the gift doesn’t have to be elaborate – could be a gift certificate or an inexpensive item from the shop – or even a little treat (candy!).  the point is that it’s a nice, personal way to say Thank You to your best customers.

there is some smart retailing happening in my midst – and i must pass it on!  a lovely shop owner here in Portland – Carla Mink (proprietress of  Mink)  – is dazzling me with her great marketing ideas.

instead of channeling marketing dollars into ads – she’s using the best word of mouth she can:  her star customers!

using your current, loyal, clientele to help market your store by offering incentives is a winning idea on all counts.  Mink’s Ambassador Program includes discounts cards that “Ambassadors” pass on to their friends (which includes their name).  once a certain quantity of cards are submitted – -then the Ambassador gets a nice gift certificate!

smart in so many ways – everyone gets something and the love is spread further.  how are you rewarding your best clients?  and if you’re a loyal shopper, what do you like about your favorite stores rewards programs?

if you are not familiar with CRAVE - check them out.  a wonderful company with presence in a variety of cities, they promote and support local entrepreneuresses with books, blogs, events and more.

i had the amazing opportunity of speaking at the first Portland Crave Business Chat this past Sunday and it was a great little refresher on ideas for making your boutique the Ultimate Place to Shop.

The merchandise – naturally it has to be fabulous, priced right (whatever that means to your clientele) and distinct.  However, what can really set your business apart from the crowd is your customer service.

My first point was to be the Hostess of Your Shop.  these ideas are admittedly simple – but the practice often goes un-preached:
 - greet every client who walks in the door as an invited guest
 - engage that client with a non-threatening conversation opener (compliments are always great)
 - aim to get a read on the client and their comfort level with your assistance (do they seem to want to browse without bother or could they use more interaction from you)
 - provide some small comfort items for tag-along shoppers:  “man chair” is essential, a toy box for littles makes it easier for moms to shop
 - give the dressing rooms the lux treatment – make sure clients have what they need to be comfortable & make buying decisions (mirrors, heels, small chair/stool/table to put their personal items), adequate hooks, etc.

The 2nd point we discussed was Customer Loyalty.  the notion is simple:  reward people for shopping at your store and they’ll come back again and again:
 - frequent buyer programs (make it easy to earn the reward)
 - VIP shopping experiences – after hours, special discounts, sneak previews all go a long way in making your clients feel special.

Lastly, we spoke about Communication Tools (Cecilia Doan - a social media maven provided her expertise).
 - remember to use the appropriate “voice” for your brand (with Facebook, Twitter, Email, Blogs, etc)
 - create meaningful promotions – maybe try something other than a standard x% sale.  we talked about how some of the limited time/limited edition shopping sites are doing amazing.  why not try your own limited sale (for example:  50% off this particular necklace  – Tuesday from 12:00 – 2:00 only.  first come, first serve).  a great way to move an item, no doubt!

the discussion was rich and rewarding – and i personally loved the chance to interact with business owners (and it made me miss ooma a little too)!  a special shout out to Tez, the owner of Parallel Boutique for hosting the event.

If CRAVE is in your town – talk to the ladies in charge and get involved!  it’s a wonderful way to make connections and promote your business.

and speaking of speakers – if anyone has a topic they’d like to Guest Blog about on The Proprietress – please contact me!

in these tough economic times – i think it’s a wonderful idea to band together with your neighbors and host a simple event that gets people circulating throughout the stores. 

in Portland (where i live) - there are a plethora of events that encourage shoppers to visit groups of stores within a vicinity or neighborhood and shop local.  some ideas i particularly like include

 - fashion by flashlight – stores stay open late periodically and provide lite snacks/drinks and specials

 - East meets West Passport  – for Black Friday – a group of stores on the east and west sides of a section of town created a passport that provides discounts at each store. if you visit all stores – you’re eligible to save at any of the participating stores for the remainder of the year.  and naturally, there’s a shindig!

 - The Big Reveal – i love this concept!  this was an event from last year – but it was all about revealing the holiday windows the day after Thanksgiving (please – let’s let this holiday shine!!)

 - Pop-up Shops – there are so many empty store fronts downtown from big-box retailers taking a hike.  so the landlords donated (yes – you read that correctly!) the space to groups of small, local designers for the holidays!  what a great way to add life and spirit to empty buildings – while supporting local talent.  thanks to the folks at Portland Fashion Synergy for spearheading this project!

And then of course there are lots of Tree Lighting Celebrations, Holiday Parades/Festivals, Art Walks, Craft/Designer Fairs and Sales! i’m pledging to shop local this year- it’s sooooooo important that we support small business to keep the creative and entrepreneurial spirit alive!

What amazing ideas and celebrations are you doing or attending this year?

i just adore the line Saffron Rare Threads from San Francisco.  it’s sassy, original, and timeless.  a really great look for the modern working gal (or general chic dresser).  their clothes fit really well and they create a nice mix of tailored looks and sexy jersey numbers.

and they’re celebrating FIVE years in business!  YAY!  i remember when they were just starting and the line just keeps getting better.

buyers:  i’d check them out.  they have a great price point, a great mix of basics and items, and everything is locally made.

shoppers:  they’re having a SALE until November 1st.  Buy 1 Get 1 at 50% off (includes sale items too). Enter the code weare5 when checking out online to enjoy your discount.

Congratulations Saffron Rare Threads!