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TNNA Survey Says: How to Create an Adored Local Store

Posted By India Hart Wood, Hart Business Research, Monday, June 20, 2016

TNNA Survey Says is a biweekly series of articles featuring useful business advice based upon the TNNA State of Specialty NeedleArts 2016 surveys of more than 15,000 fiber artists, retailers, and wholesalers.

Friendly, Knowledgeable, Helpful + LOCAL

If you want your store to be the most adored in your area, your staff must be friendly. This matters more to your customers than anything else. Every customer who comes in the door wants your staff to be friendly, welcoming, and nice. No one wants to be greeted by a curmudgeon or snob. Your staff should be knowledgeable and helpful, too.

In addition to great staff, being a local independent store is very important to consumers. Let people know who owns the store and your role in the community. Take advantage of your “showroom” location where people can see and touch. Your location and independent identity are valued advantages against your crafts chain and online competitors.

Average rankings of what fiber artists said they love and appreciate about their local needle arts store:


Knitters

Crochet-ers

Weavers

Spinners

Needle-pointers

Cross-stitchers

Friendly staff, welcoming, nice

1

1

1

1

1

1

Staff knowledgeable, give good advice, answer questions

2

3

2

3

3

3

Staff helpful

2

3

3

3

2

3

Local or independent

4

2

2

2

5

2

Selection or variety

4

4

3

5

4

4

Can see, see the colors

4

4

3

6

4

3

Community feel, “the place”, good atmosphere

3

4

3

3

6

6

Can feel or touch

3

5

3

4

7

4

Survey question was “What do you love and appreciate about your local independent yarn or needlework store? This was an open-field question. Table lists the top seven or so per category. Multiple same rankings indicate close ties.

  • Sources: TNNA Fiber Artist Survey
  • Freshness: Fiber artists surveyed January 25 to February 15, 2016.
  • Respondents: 15,288 U.S. fiber artists

More information: http://www.tnna.org/?Survey2016

Tags:  TNNA Survey Says 

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