Sew Many Places

by Jim West

Does Your Quilt Shop Take People on a Journey?

When I first opened my travel company nearly twelve years ago, I approached it with the idea that I wanted to do something different than what other travel agencies were doing. Not only in the quality of service that clients would receive or value in the vacation packages I offered to them, but I wanted the actual office to look different as well.

One of the first things I did was place all the travel brochures in the back of the office, so if someone walked in the front door, they couldn’t just grab a brochure and run out the door. They had to talk to one of our agents about a trip, and it was then my agent would go in the back room to get a brochure and begin selling the vacation package.

I wanted people to know immediately that we had a sense of humor and fun in our office, so we placed a small frog outside the entrance of the door, and every time someone walked in or out, the frog would croak. It scared some people, but made most people smile as they walked in and out. On a deeper level, I wanted them to think of walking into as a fun place and leaving with that same feeling.

I have collected a lot of artwork from all over the world, so our travel agency is designed more like an art gallery, rather than a proper office with just desks. Sure there are desks, chairs and computers everywhere, but the artwork is very extensive and shows clients that they will not only receive a brochure with a description of a destination, but they are talking to people who have actually been there and can tell them firsthand all kinds of tips and suggestions for getting the most out of their trip.

We have wonderful relaxing atmosphere with music playing, a separate CD of birds chirping and singing, and a small pot of potpourri that provides a nice vanilla or coconut aroma in the air. It literally smells and sounds like a vacation.

The point of all of this is for you to ask yourself, how is my quilt shop different from the one down the street or in the next town? Are you just putting bolts of fabric on a shelf, placing a couple sewing machines in the window and offering fat quarters as a special of the day? What are you doing with your quilt shop that makes you different and even better?

I learned a long time ago to think outside the box, and if I truly wanted to be better, I had to address every single aspect of my business. Ask yourself, would business increase if my employees wore a uniform, or would it be worse because they looked too casual? Would quilters stay in my shop if music was playing, and if so, what music would I want to play? Should I offer quilters coffee or tea when they first walk into my shop, or is this going to create a parade to the bathroom?

I know of one quilt shop in Illinois that offers a complimentary shoulder massage for ten minutes if your purchase is over $100.00. I have also heard of another shop giving a complimentary gift to the 12th person who walks in the door that day, and then changes that number each day. Now that’s thinking outside the box.

I would highly recommend you go into other quilt shops and see what they are doing. What do you like and what don’t you like? Take the best of what feels good to you and apply those concepts in your own store.

Take a moment and ask yourself this-What am I doing so the moment people walk into my quilt shop, all five of their senses are activated? What are they touching, smelling, tasting, hearing, and seeing? In this very competitive world of internet shops verses brick and mortar, quilt shop owners need to do everything they can to entice their local quilters to keep coming back.

One of the biggest compliments that I ever received when I first opened my travel agency doors was from a man who sat back in the chair in front of my desk and said, “I feel like I’ve already started my vacation.”

Take your customers on a journey, and you’ll be amazed at how often they return to their favorite destination-your shop!

Jim West is the founder of Sew Many Places and is one of the most sought after travel experts in North America. He has sailed on over 885 cruises during his career as a professional cruise director. Jim has traveled to 76 countries around the world, explored all seven continents, is the author of four best-selling travel books, including The Essential Little Cruise Book and Chicken Soup for the Traveler’s Soul. You may contact Jim at Jim@SewManyPlaces.com or call him 1-877-887-1188.