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The Gifted Retailer - Gifts and Decorative Accessories 3/21/2011

Diane Lyle's one regret is not developing an ecommerce site early on. The owner of Goodnight Moon in St. Petersburg, FL, is now in the process of updating her site.

G&DA: What do you like most about being a retailer?
Diane Lyle: I enjoy the interaction with people and seeing their delight when something new has arrived in the store. People love it when we are opening boxes filled with new merchandise. I find every day to be different and am continually moving things around. Just by moving an item causes a customer to think it might be new. Never be stagnant!
G&DA: What was the most valuable piece of business advice that you ever received?
DL: Buying and selling the things that I like and not what a manufacturer's rep says sells in a particular region. I learned early on that each area is different. You need to know your marketplace. The advice I regret not taking sooner was in developing an ecommerce site. I am in the process of redoing the site now.
G&DA: What is/was you most successful promotion?
DL: There is an annual Sunrise Sale in July. All the stores open at 6:43AM and offer great deals. There is music by local musicians, food and a trolley to take people to the various locations. Customers who wear their pajamas get an additional discount. Usually the local TV station comes. This has occurred for 37 years in our downtown. It's a great opportunity for merchants to rid of product and survive through our slow summer months.
G&DA: What three products are your best sellers?
DL: Since we are a linen store, anything in that category - Yves Delorme and Sferra. The first things customers comment on when they walk into the store is the scent. We have many lines, but Antica Farmacista room sprays (especially champagne) is a big seller. And in our baby boutique, Baby Biscotti gowns; and of course, the book Good Night Moon.
G&DA: What are you doing to attract new customers?
DL: I send out mailings and email blasts for sales and events. I advertise locally in hotels and print media. I am getting into social media now, as it is free and a great way to connect. We donate to many charities and as a result gain new customers as well as helping a cause.
G&DA: What was your most effective display?
DL: We change the beds on the floor constantly and try to incorporate a theme with the bedding by using many of the products for sale in the store. During one Christmas season we had Mark Roberts Fairies suspended from the ceilings and sitting on all the beds.
G&DA: How do you find your best employees?
DL: All of my employees have either been former customers or have come through word of mouth. We look for customers who love and understand the products we sell. Since we sell bedding, the employee needs to have some sense of color and design.
G&DA: What was your biggest retail problem and how did you solve it?
DL: After 10 years in one location I had to close and reopen in a slightly smaller space in order to reduce expenses. I was closed for three months before reopening in a new location. The new store was just around the corner but as a result I lost some customers. That was the biggest problem. However, by downsizing and reducing rent I was able to keep my business open. I am happy in the new location, and it feels like a fresh start.

Goodnight Moon
Diane Lyle, Owner
205 1st Street North - St Petersburg, FL 33701-3409
(727) 898-2801
www.goodnightmoonlinens.com