3 minute read
Diary of a Gift Shop by Claire Leigh owner of Two Ducks in Woking
Photo: Eddie Judd Photography
Diary of a gift shop
You know that feeling when you finally take a break from your business, and it gets to day five of seven of your holiday, and you think ‘finally, I’m relaxed’? Day six comes and your brain is already racing with what you have to do on day eight: what problems you might need to sort on your return, what plans you have to ensure the rest of summer is successful, and what buying you need to do for the beloved Christmas season!
At least I feel fresh and ready for the challenge. Ask yourself: when did you last take a week or two out of your business? I may have only been in retail for 10 years, but I’m pretty sure the last three have been some of the most challenging the industry has ever faced. Brexit and customs issues, a global pandemic, transport issues, and now a war - accompanied by a constant conversation reminding us how little money we all have to spend. Hoorah.
But we’re an inventive little lot, aren’t we? The spirit of the shopkeeper is hard to keep down. And a holiday (if you can get the staff cover) is a surefire way of coming up with some fresh initiatives and a different way of looking at things.
The last time I had a little break I came up with a new idea. We launched it in January and I’m pretty proud of it. It’s not the typical thing you might see a gift store doing. We introduced a monthly meeting called ‘the menopower cafe’ to talk all things menopause. Our customers are 95% female, mainly aged around 30-60, and will all go through the menopause in one way or another. Many suffer very badly with symptoms and it’s often a topic of conversation in store as we all laugh (and cry) about our ‘brain fog’, ‘achy bones’, ‘bloating’, ‘loss of libido’, ‘anxiety’ and ‘poor sleep’.
It’s been a totally sell-out event. To date, it’s been attended mainly by women aged 40 to 55. However, it’s open to all ages and both sexes - whoever wants to know and understand more - either about what their body will go through, or what their partner is going through.
We have secured expert speakers/ facilitators for each event who have been willing to offer their services for free, in return for an introduction to our engaged audience. So far, we have hosted specialists in skincare, sex, nutrition, natural supplements, healing and self-care, and we plan to cover exercise, HRT, sleep and Chinese medicine in the future.
You may be wondering: how on earth does holding a monthly menopause-themed cafe bring in those all-important dollars? Well, it doesn’t. Not directly. And it’s not designed to. It’s designed to generate trust and demonstrate that we’re not just after our customers’ money. It’s to say: ‘You’re important to us and your concerns matter.’
The meetings deepen those crucial relationships, and, in turn, customers come to the shop wanting to give back - wanting to support the place that’s supporting them. I’m hoping it’s what Mary Portas would call ‘the Kindness Economy’.
We need to present ourselves to our customers in the best
Claire Leigh, owner of Two Ducks in Woking, believes taking a holiday is a surefire way of coming up with some fresh business initiatives
way possible and, as Emily Shaw, managing director of Tribe Digital Agency [a digital marketing and web development agency that specialises in ecommerce] says, ‘adding social value is now intrinsic to business success’. Consumers want more from the companies they spend with, from experience-led retail to a guiltfree, convenience-led approach to a product purchase.
Well, we’ve been told. Lots to think about! I would love to hear your thoughts…
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