Page 170 - MM July2018

“People are seeking connection and want to know about you. Independent retailers will survive
if they welcome online and socia”l media selling
with open arms.
MANDY KELLOGG RYE
FURNITURE, RUG & HOME ACCENTS
Another factor that makes her appeal unique is that Mandy personally curates all of the merchandise in her stores—she estimates there are 8,000 SKUs.
Yet she can tell stories about each one— the people who make the products or the processes involved. She prefers to work with craftspeople and small operators, and the only market she ever visits
is AmericasMart.
Understanding—and loving— customers and staffers
In addition to her beautiful creative mind, Mandy is just as invested in shopper analytics. A CRM system provides rich customer data and details about each person’s shopping experience so she
can send customized communications. She expects her floor staff to do the personal equivalent of this system, documenting details about each customer and their buying preferences. She cautions that finding and keeping qualified personnel is a challenge that can “make or break your business.”
In an era of Amazon, Mandy urges
small retailers like her to embrace social media and foresees the expansion of live online sales in the future. “You have
to connect with your consumer,” she says.
“People are seeking connection and
want to know about you. Independent retailers will survive if they welcome online and social media selling with open arms.” ■
Along with the blog and the shop
Mandy Kellog Rye is an editorial & interior
stylist working with brands such as
Kate Spade New York, BHLDN, The Gap,
Old Navy, Calypso St. Barth, Smirnoff,
and General Mills. Her work has been
featured by Lonny Magazine,
Domaine Home, Harpar's Bazar,
Luxe Magazine, House Beautiful, Jezebel, Atlanta Home & Lifestyle, and the Atlantan. Currently she's the editor at large for Occasions magazine and a regular contributing editor for Style Me Pretty Living and Euro Style Lighting. And most recently Better Homes and Gardens has named Waiting on Martha one of the
top ten entertaining blogs.
For more information, visit mandykelloggrye.com. Images courtesy of Elle Wood Photography
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