Canadian Retailer - Winter 2015 - 29

"as an independent retailer," explains Gould, "you want to
take every advantage that you can to remain relevant and successful. We meet other retailers at trade fairs all the time, and
we trade information with each other. We discuss what we've
seen and heard in the marketplace. it's like doubling the sets
of eyes and easily serves as the most valuable asset that any
retailer can have, presenting opportunities."

"As an independent retailer, you want to take every
advantage that you can to remain relevant and successful.
We meet other retailers at trade fairs all the time, and we
trade information with each other. We discuss what we've
seen and heard in the marketplace. It's like doubling the
sets of eyes and easily serves as the most valuable asset
that any retailer can have, presenting opportunities."
Marketing focus

another opportunity that Gould and the company have recently looked to exploit is the way in which it communicates
with its customer. The company currently boasts a stylish and
engaging website to show off its wares, a social marketing campaign which includes Facebook and Pinterest and a bi-weekly
newsletter that highlights some of the stores brands.
"The customer is more knowledgeable today," says Gould.
"They're savvier and their wants and desires, likes and dislikes
and tastes are always changing. This includes the way in which
they want to be communicated with. it's a challenge for retailers,
but it's up to us to figure that out. To do that you need to constantly reassess your marketing efforts and tweak them accordingly."
despite the need to market through advertising, however,
Gould maintains that it in the end it all still comes back to the
in-store experience and wowing the customer.
"Retailers everywhere are looking at their marketing strategies," he says. "as an independent retailer, we've always continued to build our clientele one customer at a time. all of the
advertising in the world wouldn't get us to where we are today.
it's all about service-making the experience fun, convenient
and doing everything for them; catering to their needs. That
will never change. all sorts of retailers will come and go, but
those that offer superior service will always be here."
Broadening customer-base

Milli's service and dedication to its customer, which includes
custom fitting and tailoring of garments, wardrobe consultation, gift wrapping, as well as home delivery, has kept their
customers coming back. it's also helped the company cultivate
a newer, younger customer as well. it's a challenge, explains
Gould. But it's one that he also recognizes as one that presents
tremendous reward as well.
"one of the biggest challenges any retailer is going to face
is in making the right decisions to grow the company and to
maintain relevance while growing," he explains. "it's especially important for independent retailers to ensure that they
don't lose sight of their core customer. They are your bread
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Milli has developed a reputation over a
half-century of excellence.

and butter. But, to remain relevant and continue growing you must eventually appeal to
a younger demographic. it's a big challenge,
satisfying the differing tastes and styles of
multiple demographics. But it can be done, and
to great benefit to the company."
To meet some of these demands, and differing tastes concerning style and communication, Gould hires accordingly.
"We have a lot of staff that have been with
us for twenty years or more," he says. "We have
some people with us that have really helped us
succeed and who continue to play a big part of
what Milli is all about. They've been with us
and know the industry, understand how quickly
things change and the importance we place on
service. and we also have some younger members of the team who, too, value the service we
provide. They may not have the experience of
some of the others, but they inject a certain
vitality into the business. The blend is critical to
providing the service and offering that we do."

Winter 2015 | caNadIaN RETaIlER

| 29

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Canadian Retailer - Winter 2015

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