It’s My Party

Retailers from coast to coast are finding new ways to boost business and strengthen community ties with in-store parties. Allison MacCullough O’Neill, who owns the New York-based baby boutique Bundle with her husband Kyle, says, “We began hosting special events immediately upon our opening almost three years ago. It began with a huge launch party, which was a great way to introduce ourselves to the neighborhood and our clientele. As the parties evolved, I wanted them to be very relationship-oriented, and seize the opportunity to get to know our clients, their children and their shopping needs. Now these parties are like a family affair.”

Not only do parties enhance relationships with clients, but also with manufacturers. “When you involve another brand, that brand must be consistent with the store’s. All of this stands out in customers’ minds,” notes O’Neill. Nina Takesh, who co-owns L.A. baby boutique Petit Tresor with Samantha Winch, says, “We host events when a product really deserves attention and when the celebration—and product—is something we believe in.” Takesh recently hosted a party in honor of Sophie the Giraffe’s 50th birthday. The iconic European baby toy, known as “baby’s first toy,” is a huge success in her store and attracts many buyers. Takesh says they served cocktails for parents and ordered a custom Sophie cake for everyone to enjoy, including celebrity guests like Ali Landry and daughter Estella and Mario Lopez’s daughter Gia, with mom Courtney Mazza.

Throwing a party is also a great way to get new people in the door. “Parties definitely help a store grow its client base. Being in New York is helpful because there are a lot of visitors and passersby. During our outdoor events people who wouldn’t normally come by stop in to see what the buzz is about. We’ve gained clients this way,” says O’Neill.

Whether festivities are based on new lines, product launches or celebrity appearances, the parties must be well planned. “We don’t just throw parties to throw parties. They have to be logistically organized,” she says. For O’Neill, party planning has four steps. First, she decides on the theme and works with a marketing consultant to brainstorm details. Second, she sets a date. She recalls, “Bundlefest [an outdoor celebration for the store that included candy and face painting] worked really well because it was in May, the weather was perfect and the outdoor scene attracted a lot of people.” She learned to avoid holidays when setting dates, as attendance during holiday weekends can be unpredictable. After picking a date, she organizes the logistics and spreads the word. O’Neill notes that marketing for parties is easier than ever now with social media tools like Facebook and Twitter. “Social media works better than any formal invitation because you can give a heads up and continue to post reminders. It creates an important buzz around the event.”

Party activities like champagne toasts, face-painting, book readings, celebrity appearances, charitable tie-ins, and brand launches are only some of the reasons Bundle and Petit Tresor have found to celebrate. “I feel that these parties and events are going to become more and more prevalent,” says Takesh. “It’s necessary for the brands’ presence and our own.” Adds O’Neill, “I really believe that these events have a positive impact on sales in the long term.” —Melissa D’Agnese