Adjust & Adapt, a Retailer’s Mantra

Consumers’ expectations of products and services, as well as their shopping practices and habits, have dramatically changed in the last decade, forcing businesses to follow suit or close.

LBM Covers Holiday Spirits 2016Q4 and Shop Lawrence

There is no denying that the last decade has seen a huge increase in online and mobile shopping—Amazon dominates this trend with its easily accessible website and mobile app, as well as its quick delivery, forcing smaller businesses to offer similar services if they want to compete.

Self-service options have also become more common in the last 10 years. Consider, for example, the number of self-checkout kiosks in Targets and Walmarts compared to the number of open checkout lanes. If you’ve been to the airport recently, you probably noticed the self-check-in kiosks, where travelers can check their own bags and print their own boarding passes. Or perhaps you’ve been to a movie theater and purchased and printed your tickets at the self-service kiosks in the building’s entryway. During the last 10 years, consumers have become more comfortable serving themselves or using technology rather than interacting with others to accomplish their purchasing tasks.

Stores that offer discounted or used items have also become increasingly popular in the last 10 years. At local discount stores, for example, shoppers can find great deals on name-brand items. Thrift shops are extremely popular with students—and not just those on a fixed budget—while online resale stores like Poshmark and thredUP are ideal for shoppers looking for gently used items at a good price. This trend toward sustainability—reusing clothes rather than throwing them in a landfill—is no doubt better for the environment.

The rise of social media has also significantly influenced retail during the last decade. According to Statista, 3.78 billion people—about 48% of the world’s population—use social media. On average, a person spends 2½hours per day on social media (DataReportal 2021), and 54% of browsers use social media to research product details (GlobalWebIndex, 2018). Social media platforms are not only important sources of news and information, they also offer retailers a unique way to interact with customers. Social media offers retailers the opportunity to share user-generated content, such as video testimonies. Often retailers rely on social media influencers who use their platform to review and share products with their followers. The impact of social media influencers cannot be overlooked. In fact, according to the Digital Marketing Institute, 49% of consumers say they rely on social media influencer recommendations when making purchases.

COVID-19

There’s no denying the pandemic altered things for retail businesses, but retailers were already struggling when the pandemic hit because of the “Great Retail Apocalypse.” According to Business Insider, more than 9,000 retailers, such as Dressbarn and Chico’s, shut down or closed stores in 2019. In Lawrence, The Gap permanently closed its doors the same year. If brick-and-mortar businesses weren’t already struggling, the necessity of social distancing fundamentally changed the way people shop, making businesses adapt quickly or fold. Delivery and curbside pickup options are now considered the safest way to purchase items, including groceries.

COVID not only changed retail logistics, it also changed customers in ways that will continue to significantly impact businesses. With Amazon’s influence, customers have come to expect same-day and/or fast shipping. Shoppers are also much more empowered than they were a decade ago. Now, shoppers rely on reviews, ratings and influencers to make informed purchasing choices, and they are less likely to tolerate errors in orders. Because the market is flooded with options, shoppers have ample access to new alternatives if they are unhappy with a particular product or service. Interestingly, because of limited mobility, shoppers have also begun to rely on local businesses.

During the last decade, online retail trends and consumer expectations have required that retailers adjust and adapt quickly.

LBM Issue 2012Q4, Joe Flannery (left), Brady Flannery (right), and Weaver’s Christmas Bow

Weaver’s Department Store

Established in 1857 and located at 901 Massachusetts St., Weaver’s has survived the Great Depression, World War II, the rise of chain stores, the Great Retail Apocalypse and now the COVID-19 pandemic. Its ability to survive and thrive all these years is due in part to anticipating market changes and adapting quickly. Weaver’s President Brady Flannery notes: “Retail is always in transition and flux. Retailers who accept this reality are better able to survive these shifts.”

For example, rather than seeing the move to online and mobile shopping as a barrier to business, Weaver says they recognize these changes are opportunities to better interact and communicate with their customers. “It’s part of relationship-building,” he adds. Seeing shifts in retail trends as opportunities rather than barriers and adapting, when necessary, has certainly contributed to the department store’s success.

As the only nonchain department store left in Lawrence and one of very few department stores left in the state, Weaver’s charm is that it offers shoppers one of the last opportunities for an authentic department store experience. But that doesn’t mean Weaver’s is stuck in the past. In fact, Weaver’s is committed to doing what it can to make sure it provides a modern-day shopping experience, Weaver explains. Part of that includes having a strong online presence. Weaver’s has a website on which customers can place orders to be delivered or picked up. It also has an active Instagram page, which takes viewers to the store’s website. In these ways, Weaver’s is better able to reach online and mobile shoppers.

Clearly, we can count on Weaver’s to adapt and thrive, but what is in the future for the department store? The move to online and mobile shopping means it will focus on interacting and communicating with mobile customers. Some renovations will occur to ensure the physical space contributes positively to shoppers’ experiences. Weaver’s is also focused on each of its specialty departments and working to make each department the best it can possibly be. It will also continue to maintain its relationship with the Lawrence (and surrounding areas) community, as well as cater to people all over the country.

In the first LBM issue from 2011 Amber Nickel owner of Pawsh Wash with doggie treats and canine washing.

Pawsh Wash and Pet Health Market

Pawsh Wash and Pet Health Market was covered in Lawrence Business Magazine’s very first issue back in 2011. Owned by sisters Amber Nickel and Nicki Spurling, Pawsh Wash and Pet Health Market was opened in fall 2005 as a self-wash dog-cleaning company with limited retail. Over the years, it has expanded into retail and now offers full-service cleaning.

During the past 10 years, Pawsh Wash owners and employees have engaged in several trainings, workshops, seminars and trade shows to perfect their craft. All this hard work has paid off, because in that time, Pawsh Wash has been responsible for training several skilled, professional dog groomers. It has also provided first job opportunities to dozens of high-schoolers and trained them, as well as other employees, through many community partnerships (Cottonwood, JobLink, C-Tran, etc.) to care for animals. “We’ve improved our collective knowledge of pet needs and improved our skill set as groomers and caregivers,” Nickel says. “Many of our staff are pet first aid and CPR certified.” One employee, Chrissy Spencer, has been studying to become a certified master groomer, while another, Kellie Rosenrod, is working toward a pet esthetician certification. “We are proud that we have been able to support the goals and dreams of delightful young people and help them build fulfilling careers” Nickel says.

Pawsh Wash hasn’t been immune to the changes in retail. Referencing the increase in online and mobile shopping trends, Nickel admits: “Amazon and Chewy.com have had incredible impacts on local retail.” But Pawsh Wash was ready. It has a strong online presence, with business pages on both Facebook and Instagram, and an accessible website from which customers can order products to pick up or to be delivered. Moreover, they purchased a van. The Canine Care-A-Van allows Pawsh Wash to compete with online retailers by offering quicker delivery of supplies and safe transportation of dogs to and from service appointments. The van has also come in handy during the pandemic, as it enables staff to continue to take care of pets during times when owners are not able to leave their homes or come into the store.

In addition to adapting to the changing retail trends, Pawsh Wash employees are engaged with, and have donated hundreds of volunteer hours to, the Lawrence community through grooming neglected puppy mill dogs for the Lawrence Humane Society, planting flowers downtown with Lawrence Parks and Recreation Department, teaching classes for Junior Achievement and running power tools at Habitat for Humanity.

So what’s next for the Pawsh Wash and Pet Health Market? First, they plan to join their partner at the Lawrence Pet Campus. Nickel notes they were looking forward to joining Home Sweet Home Dog Resort, Hair of the Dog Cafe just down the road, at 1837 Wakarusa Dr., because “these partnerships will absolutely make Lawrence, Kansas, the best place to live with a dog or a cat.”

The Toy Store on Mass St LBM issue 2013Q4 and LBM cover The Business of Weddings 2016Q2.

The Toy Store

The Toy Store, located at 936 Massachusetts St., was last covered in 2013 and has grown a great deal since then. It now has a top floor (formerly Love Garden Records). This additional floor brought about the need for an elevator, which was installed simultaneously with the top floor renovation. The building has been updated with a new fire-suppression system and renovated and refinished floors, counter surfaces and cabinetry. The main floor guest restroom has also been redone.

Not only has the physical space grown, but the number of Toy Store employees has grown, as well. “We have grown from five staff on a busy day to 10 staff on a busy day,” owner Nick Guffey explains. “The staff are now under an entirely new management team that has developed a store culture that is enduring, with a focus on encouraging long-term employment.”

The Toy Store has no doubt been affected by the changes in retail. Guffey says that by listening to parents and kids about what they like to play with, they were able to identify and adjust to changes in trends.

The pandemic also changed the kinds of games and toys customers wanted. Guffey notes a surge in puzzle sales and indoor and outdoor activities, as well as how people shop for them. Fortunately, the Toy Store has a well-maintained website and active Facebook and Instagram business pages through which shoppers can order items and choose between home delivery and curbside pickup.

But there’s no doubt that toy shopping is an experience best done in person. “We are on your phone, but we are better in person,” he says.

J. Lynn Bridal

Business has grown for J. Lynn Bridal since we last visited with them in 2016. At that time, the company had just moved into the old Francis Sporting Goods building downtown, at 731 Massachusetts St., one of the oldest buildings in Lawrence. Since then, the business has grown, employing more people and offering additional services. “Initially, we were only able to handle one bridal appointment at a time,” owner Jena Lynn Dick says. “We now have two private bridal suites that allow us to operate two appointments at the same time.” In terms of services, there are also new bridal appointment options. A 90-minute Bridal Plus Appointment is $25 and includes beverages with a consultant in a private bridal suite, while the 90-minute VIP Bridal Appointment is $, and includes beverages, sweets, charcuterie from Pedestrian Cheese and a gift for the bride.

In addition to expanding staff and services, J. Lynn Bridal has had to adapt to retail changes brought on by the pandemic. One trend that appeared during the pandemic was consumers being less willing to tolerate errors. Because of the many options now on the market, businesses compete by offering higher service standards. In return, consumers have higher expectations. This is one trend that won’t affect J. Lynn Bridal. “We’ve been open eight years, and during that time (knock on wood), we have never missed a wedding date. Even with COVID-19, I’ve still been able to get our clients attire here in time for the wedding or special occasion,” Dick explains. “Having a small business allows me to make all the rules, and no one gets in my way from going the distance for my clients.”

So, what does the next 10 years look like for J. Lynn Bridal? In addition to continuing to grow, Dick notes that she’d like to open “a division that recycles/reuses wedding gowns. This store would sell secondhand dresses and rent dresses at affordable prices,” she explains. This goal is right on par with market trends. Having a division available to those looking for secondhand dresses at affordable prices is not just good business, it makes clothing recycling vogue, and it enables even students and young people with limited budgets the opportunity to purchase or rent the perfect gown for any event.

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