"Most retailers are realising the importance of providing personalized services to their clients. Fashion Link, a distributor of European luxury women’s fashion brands, and Creative Concepts, the company’s sales branch, headquartered in Los Angeles’ The New Mart, noticed a visible expansion in its business whenever its store owners were present onsite."

Most retailers are realising the importance of providing personalized services to their clients. Fashion Link, a distributor of European luxury women’s fashion brands, and Creative Concepts, the company’s sales branch, headquartered in Los Angeles’ The New Mart, noticed a visible expansion in its business whenever its store owners were present onsite.

Small bricks-and-mortar stores require owners to develop a delicate formula of establishing personalised relationships with customers, knowing trends and employing a dedicated staff. Years ago, store associates were expected to learn the business under the guidance of their supervisors. This is no longer a reality for most employees in the retail space. Today, a lot of salespeople wait for customers to come see them as opposed to reaching out to the customer. Being present in-store not only establishes that invaluable connection with clients, but it also informs them about the decisions regarding the offerings stocked in the store.

Working on site also makes retail-business proprietors available for customer feedback regarding all facets, from in-stock inventory offerings to the arrangement of pieces.

Passion to succeed and local goods drive sales

A passion to succeed also drives sales at brick and mortar stores. Just like Marianne Reyes and Kim Holbrook are passionate about cultivating business at their store at Jade’s in Pasadena, California, the town’s central shopping-and-entertainment center. These women sell trend-driven and formal pieces that retail from $50 to $500 in sizes 2 through 20 from brands such as the Connecticut-based Commando, in addition to an in-house line, Ginger Los Angeles, which is designed by Holbrook and made locally in downtown Los Angeles. Another factor that drives their sales is goods created by local designers and domestic brands that are not available anywhere else.

Social media presence drives growth

Elisa Bruley’s Elisa B.boutique sells high-end labels including Alexander Wang, Phillip Lim, Tibi and the luxury sustainable brand Amur (A Mindful Use of Resources), which retail for $10 to $1,300, with an average cost of $150 to $500. Bruley recently developed her e-commerce and social-media presence over the last year, which has driven traffic to her store. The brands will operate both its e-commerce and offline presence simultaneously.