Children's Retail Best Practice Forum
By Betsy McPherson “The Original Wee One”
Welcome to the third Wee Ones Web Log (AKA Wee-B-Log)! I am Betsy McPherson, children’s fashion aficionado and the one and only original “Wee One”. I also have three kids of my own for whom I love to shop, especially when the holiday season rolls around. And it is rolling….
So, what are you doing to grab your share of the pumpkin pie this year?
I talked to Maggie Chafen, owner of Dottie Doolittle (http://www.dottiedoolittle.com), the San Francisco children’s boutique she founded over 30 years ago. Her success in maximizing sales over the holiday season results from her keen understanding of why her customers come to her in the first place and delivering on those expectations consistently, over a long period of time.
Maggie grabs holiday gift buyers by doing three key things:
1) Capitalizing on the nostalgia factor: Dottie Doolittle has a signature gift box. The store has been using the exact same red gift box tied with white “Dottie Doolittle” printed ribbon for as long as Maggie can remember. The red fits in perfectly with holiday, but of course can be used at any time of year. And, everyone knows when they see that red box to be prepared for a treat. Moms who opened those boxes as children now get to watch their children open them.
2) Investing a whole lot of money in inventory: Dottie Doolittle always, always has the basics from socks and tights to hair bows and turtlenecks. And her longtime customers know that. So, when they come in to get that simple, classic white blouse, they also pick up a gift or two.
3) Giving back to the community: Maggie always participates in a charitable event around the holidays. Wee Ones has partnered with Dottie Doolittle to decorate a holiday tree (with bows of course) for the “Deck the Hall” event for the San Francisco Symphony. She keeps her store visible in the community and contributes to a good cause.
Tell us what you think, please. We love a comment or two.
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