At Perino’s Home & Garden Center in New Orleans, success over the past 75 years has come from a combination of customer service and product knowledge — both of which continue to be high on the list of priorities for 2024.
“In today’s age, almost everything can be bought online, often at a lower price than what we can offer,” says Megan Perino, operations manager for the store. “But what we hear over and over again is that our customers feel comfortable shopping with us because we offer friendly service, as well as design consults, and we can help guide them in picking the outdoor furniture that works best for their lifestyle.
“Some customers can also be overwhelmed by the amount of options when shopping online, so they like having someone make recommendations that are tailored to them.”
Perino’s had its beginnings in 1949, after Megan Perino’s grandfather, Sam Perino, returned home after World War II. His two sons — and now five granddaughters — have continued his legacy and expanded on it.
These days, Perino’s has one retail location which includes a full-scale garden center and a 5,000-square-foot indoor showroom and gift shop, along with a separate greenhouse/growing location.
Like many, Perino’s has seen somewhat of a slowdown since the days of Covid when everyone was spending more time at home — and spending more money to make home a better place to be. The business is well positioned in that outdoor furniture is only a small portion of its overall business, so a slowdown in that category doesn’t have a huge effect. Perino did say that if there is a slowdown, the store counters it by cutting back on Early Buy orders for the following year.
“I would say the biggest challenge in the past couple of years has been rising costs from our vendors and shippers,” says Perino. “The lines that we carry are already on the high end, so price increases can cause a bit of sticker shock and cause some customers to shy away.”
To choose merchandise, Perino’s takes the approach of finding vendors that complement instead of compete with each other: with one that specializes in teak, another that works in wicker and aluminum and a third that specializes in synthetic wood. At the same time, Perino’s continually scouts out new lines and looks for ways to expand and improve its offerings.
To get the word out, the store relies on social media and one digital billboard. And to deal with full-line retailers and others coming in to compete, Perino’s bears down on customer service.
“I truly think there is room for everyone,” says Perino. “I think there is something to be said for a store that specializes in outdoor furniture — and I know our customers shop here with confidence.”
Part of the strategy for sales is to try to stay aware of when other retailers are offering sales on the brands it carries — and have a sale of their own to coincide with theirs.
“I think the best way to compete is to have floor models and fabric samples so that people can touch and feel what they will be buying.”
Any advice for a struggling casual retailer?
“It’s not an easy business,” says Perino. “But I would say ensuring that their staff is well trained on the product offerings is very important. Also, price comparing with both local and online competitors should be done regularly to make sure you are staying competitive.”
