It’s beginning to look a lot like Christmas.
In London, Kentucky, the hometown of Southeastern Kentucky Pool & Patio, the store is in the process of converting itself into a Christmas store, complete with 150 decorated trees, in advance of its annual Christmas Open House.
Jennifer Daniel, a buyer for the family-owned outdoor retailer, says it’s an annual event that comes at a time when residential patio furniture sales begin to slow — and effectively helps to build interest and keep the pool and patio store top of mind until the beginning of next season.
Besides that, it’s a fun family tradition in this part of Kentucky, given that it’s a bit too cold to jump into a pool and a bit nippy to even sit beside one on a patio.
“We were established in 1992, and we have been serving the community as well as surrounding communities since then,” says Daniel. “What sets us apart is that we are a family-owned small business, and all employees and customers are treated like family.”
Accordingly, the most important priority for the retailer isn’t merchandising or product assortment or lead times: It’s what customers find when they come into the store.
“We believe that the overall customer experience is the most important thing — customer service, the products we carry as well as the lead times all contribute to a quality experience for our customers,” says Daniel. “When we do our best and serve our people to the best of our ability, we can ensure that they become a return customer.”
To do that, the store provides the most personalized service possible.
“In some cases, we gain lifelong friendships as we get to know them on a more personalized level,” says Daniel. “We also strive to offer quality and customizable options for our customers.”
She says that the store is not anticipating any slowdowns just now — and takes the tactic of evolving its services, such as the one that’s going on right now by turning it into a Christmas store during a slower season. She did say that a specific challenge with product availability was met by shifting over to an emphasis on special orders.
“And we have hired some new staff members, including a social media manager to help us get our products and name out to the public,” says Daniel. “She does her best to help us market our products on Facebook and Instagram. We have plans to upgrade our website, as well as adding a button to our Instagram page for easy customer purchases.”
She says that full-line retailers going into outdoor haven’t had any real effect on their business.
“We are seeing return customers as well as new customers on the regular,” she says. “We see competition as a good thing. Competition gives us the opportunity to stand out in our own unique way. We do believe it is important for a store like us, who specializes in patio furniture, to be available to customers. Since our focus is on patio furniture exclusively, we are able to become extremely familiar with our brands and lines, which in turn allows us to provide our customers with customized pieces that meet their unique design styles.
And the store competes with online retailers by being an online retailer itself.
“We understand that having an online presence is important; however, we also believe that having a showroom where our customers can come see, feel and try out the furniture before they buy is vital,” says Daniel. “Not everyone is willing to make a large purchase online. People need the option to do both, and we pride ourselves in providing both options.”
Any advice for a struggling casual retailer?
“Get to know the ins and outs of your product lines and actually love what you sell,” says Daniel. “If you don’t love what you are selling, your customers will see that and not love it either. Also, prioritize great customer service.”
