Christening, Baptism, Blessing,
Naming or Bris…

Whatever the religious traditions or spiritual beliefs of your customers, most embrace the idea of a special celebration to honor the birth of a child. It is a “once in a lifetime” event, and for some, the most important day in a baby’s life. Depending on how elaborate the ceremony and celebration, it may take weeks, or even months, to prepare for this event. On top of all this planning, parents still need to make a key decision...what will the child WEAR? They want to choose the most beautiful outfit and accessories possible. What an opportunity this is for the specialty store! Not only can you assist the customer in making this event even more special, you can gain a loyal customer for a very long time.

Two major keys to success in the christening/celebration world are customer service and SELECTION. Customer service is always a priority in the successful specialty store. A high level of service becomes even more critical, however, when a family is searching for that beautiful outfit for the extraordinary day. You are selling much more than merchandise to them, you are selling sentiment. You are also building relationships. So before you begin to show them product, take time to ask questions about the baby and the special event. Show your genuine excitement for them and their child. If the baby (or siblings) is present, take the time to “talk” to him/her (or them) as well.

Whether mom comes into the store by herself to make the purchase, or the whole family is present, it is important to make a connection with everyone. It is also essential, however, to identify the primary decision maker, and focus much of your attention on that person.

The second key to the sale is to have a wide selection of merchandise available to the customer. This can be accomplished by purchasing an extensive assortment of styles and sizes from various vendors to keep in stock for immediate availability to the customer.

This “method” of selling product is beneficial to both the consumer and the store owner. The customer has a wider variety of vendors and styles from which to choose. And even though the owner should still showcase a fairly sizable variety of merchandise in the store, he/she can eliminate the need to have all sizes (and most styles) available in the store. This saves on inventory costs, and also gives the store owner an opportunity to carry products from a larger selection of vendors.

Always assume that the family will need and want the additional accessories to go with their outfit choice. Shoes, socks, bibs and blankets are important add-ons to the sale, and they can also help make things a little easier for the baby and family. For instance, a bib protects the ceremonial clothing from stains; a blanket or shawl can protect the baby from changes in temperature. Direct the family to these items and let them know why they are important.

When initially selecting the christening/celebration products you will carry in your store, it is helpful to have completed research on the demographics of your customers and your market areas. For instance, is your store in an area that is known to be upscale or more moderate? Are you serving an ethnic clientele? Are your customers traditional or trendy? Is there another store close to your location that carries similar merchandise? Most of us who have opened a store already know that these may be issues of concern. As always, it is important to use this knowledge when purchasing our merchandise. Other products you may want to carry are memory books, picture frames, baptismal certificates (suitable for framing), candles, or scripture (e.g. bibles).

Other important points:

1. As you chat with the family while showing them your selection of celebration outfits, ask them what arrangements they have already made for this special event. It may be that they have scheduled the ceremony but are unclear as to the other preparations they might need or want to make. This is another opportunity for you to be genuinely helpful to them. There are many questions you can ask them to determine if you can be of assistance, some of which are:
   
   • Are they having a dinner or other celebration after the ceremony, and if so, have they selected a location?
   
   • Do they have their invitations, decorations, and/or favors?
   
   • Who will be taking photographs, the family or a professional photographer?

Be prepared to offer them suggestions or information. If they need a photographer, you can provide them with several suggestions. If you choose, you can carry invitations, decorations or favors in your store, and you may find you are selling additional merchandise just because you asked that questions. Of course, we all know that there are some individuals or families that are in your store for one purpose only – to buy the outfit – and will not care about anything else. But for those that are open to suggestions, and other types of merchandise, you will gain add-on sales and loyal customers because you took the time to be helpful.

2. If the family wants to order a particular style from the vendor and has not planned well in advance to be certain they receive the exact style they want, they should always select a second choice. This helps to decrease disappointment if their first choice is not available for any reason.
   
3. As the family considers various garment(s) and accessories, they should bear in mind more than the style and the size. The comfort of the child is crucial, so they also need to be concerned with the fabric. The softer the garment, the more comfortable a child is during the ceremony, and the comfortable child is generally less fussy. This will help make the entire experience more pleasant.
   
4. Even if they have chosen not to buy accessories, gently remind them to at least consider a sweater and/or blanket. The location of the ceremony may be air-conditioned, or just plain drafty.
   
5. One thing families often overlook is buying a special change of clothing for after the ceremony, to protect the celebration outfit from additional soil. This is especially important if the family intends to preserve the clothing.
   
6. There are vendors that have “preservation bags” for the ceremonial clothing, made of unbleached muslin or organic cotton. These fabrics are not chemically treated and will preserve a clean garment for many years. This is another good item to carry in your store and offer to your customer.

There is nothing better for a specialty store than a solid base of repeat patrons. Not only do they always come back to buy, they also refer new customers as well. By showing genuine interest in their “special celebration”, you will have that customer for a very long time.

Provided by Lorraine Baltimore, Essentially Kids, a children's boutique in Manchester, CT. Visit their website www.essentiallykids.com.

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