Lessons are learned every day byindividuals as a result of experiences, education, networks and nuances. The same is true within the casual industry as retailers strive to turn these lessons into successful business practices in an ever-challenging landscape. Whether from a company patriarch or matriarch, industry mentor or by a happy mistake, valuable lessons are taking place daily through the course of running a casual business. We’re sharing a few of these lessons learned from veteran casual retailers. 

LESSON #1. Do your homework.

 Each season, new introductions and new manufacturing concerns enter the outdoor category. Today, multiple options exist within constructions from all-weather wicker to wood, cast aluminum to plastic lumber. No longer is each construction served by limited sources. Researching, evaluating and doing your homework is a lesson Keith Guidry of Percy Guidry Hearth and Patio in Lafayette, La., shares with regard to building a successful selection of products. 

“When I was younger, my father and I used to joke about what folks were thinking when we would see dealers in trade magazines with eight to 10 different lines,” Guidry said. “Dad would caution me to not get too caught up in all the new and flashy and instead keep our lineup simple. So, we offered only three lines and thought we had the industry covered.” 

 However, as the outdoor division of Percy Guidry grew, so did their product selection until they realized a lesson that continues today. “We are not back to only three lines, but we do believe in picking the best of each category,” Guidry said. “If you do not have a price point, go find one, but stay true to your customers and learn to say no. The customers buy from you because they know you have done the due diligence and selected wisely. Especially in this economy, being smart about selection is a lesson we have tested and now have found what the best practice is for us.”

LESSON # 2. Cultivate partnerships.

In the product selection category, creating successful partnerships with manufacturers is a lesson Gail Williams of Sunshine Casual Furniture in Vero Beach, Fla., relates. “We have been selling casual for a while so we have gotten our partnerships developed with certain manufacturers,” Williams said. “We buy product based on quality of construction in all categories, but each must have good customer service and follow through.”  This ability to create partnerships benefits Williams and her customers and results in a successful business flow. 

LESSON #3. Trends change. Listen to customers first. 

The Patio Shop in Chattanooga, Tenn., as well as patio retailers nationwide, have learned the lesson of being motivated by listening to requests from customers versus what may be a splash on the trade show floors.

“We look at items and manufacturers that produce items in the United States,” said Mike Hartley of The Patio Shop. “It is very important to many of our clients that items are ‘Made in the USA.’ Customers in our region also like that many brands such as Meadowcraft, Tropitone, Summer Classics and Crimson Casual have Southern roots with their headquarters and facilities.”   

“We live in a time where trends change very quickly and consumers have enormous resources at their fingertips,” Williams added. “You have to know your market area and what your customers want and keep on top of this or you will lose.”  

LESSON #4. Associations matter. 

“To me, a main benefit of the ICFA is the networking,” Guidry said. “This is not only during markets and conferences, but also during the course of running my business. I have been able to contact other members and discuss challenges and receive valuable information and even marketing tools that have created successful outcomes.”  

Williams also credits being a member of the ICFA and attending trade shows and networking events as a valuable learning opportunity. “I learn something every time I attend market and the Casual Living conferences are great,” Williams said. 

Taking advantage of those gatherings of industry newcomers and veterans from retail and manufacturing is a lesson that comes with a commitment of time and funds, but one that is being recognized for the major value provided. 

LESSON #5. Dress for success.

“With outdoor, just like indoor, furnishings always look nicer set in vignettes,” Williams said. “If you can, dress each with matching rugs, pillows, lamps and goodies. You want to allow your customer to visualize what the furniture will look like in their own home.”  

Taking advantage of local design talents in this area is an additional lesson being learned by busy casual retailers. “I will admit I am not as strong as I would like in this area, but I have reached out to a local designer I met though a project to assist with displays in our showroom,” Guidry said. 

LESSON #6.  Learn by doing. 

Taking advantage of in-store training by manufacturer representatives is one way Williams’ Sunshine Casual Furniture employees receive product education, but it is not the only way. “We have found that the best way is just selling,” Williams said. “Since George and I are at the store almost every day, our sales staff can actually ask questions if they do not know an answer (to a customer question). They also have access to phone numbers and emails of all our reps and factories so they can contact them, too.”

 A similar lesson has been learned in The Patio Shop with regard to hands-on education. “The best education and training we can receive is from hands-on use and experience with the product,” Hartley said. ”Knowledge about product comes from years of using it and teaching new sales associates about the history of the product and what can be expected.”

LESSON #7. In marketing, keep it personal.

Today there are a seemingly endless number of venues available for marketing any product. That also goes for the world of casual furnishings. Lessons to be learned involve staying current and personalizing ideas to focus on the customers, the business and the community.

 “We have been here a long time so a lot of our business is word-of-mouth,” Williams said. “We do a lot of print and radio advertising, but social media is also very important. I do all this myself to keep it personal.” 

Williams, like many casual retailers, has learned marketing lessons through trial and error while constantly looking for new ideas. 

Putting a personal touch on marketing efforts for Percy Guidry Hearth and Patio includes featuring Guidry in a series of cable television cooking shows highlighting regional celebrities, personal recipes and the promotion of grills. 

“I have a personal interest in the cooking and enjoy creating this marketing vehicle,” Guidry said. “We also do grilling at the store each Saturday as well as go out to new grill customers and do person cooking lessons.” 

For marketing furniture lines, Guidry sees a benefit in partnering with charities and staging backyards in show houses or participating in charity golf tournaments. 

“If you do it for the right reason,” Guidry said, “it brings with it rewards both professionally and personally.”