Transport customers to an island escape

There’s no shortage of tourist shops in beach towns, with these destination retailers knowing that hundreds to thousands of vacationers are sure to visit every year and want mementos to take home with them. Trying to stand out from the mix of tourist shops can be a challenge for these retailers, though.

This was one of the first challenges that Charlotte Hunter recognized when she and her husband Jim took over ownership of Wild Time Caribbean Trading Co. in 2012. The store sits just a few blocks off the boardwalk in John’s Pass in Madeira Beach, Florida.

“People would open the door, look in and say, ‘Oh, it’s just another T-shirt shop. Let’s keep going,’” Charlotte Hunter recalls. “We had to really figure that out. How do we stop that?”

To break free from the “T-shirt shop” stigma and encourage passersby to come in and shop, Hunter purchased a Margaritaville table from a Margaritaville Resort store to display small souvenirs such as cups, koozies and notepads right outside the store.

To add to the beachy vibes, the Hunters also came up with the idea of setting up a giant beach chair outside the building for great selfie opportunities. These beachy additions have resonated well with tourists — customers stop to browse.

“People love it,” says Hunter. “They sit in the chair, slide back in it, take pictures. Then they come in the store.”

Homing in on creating beachy, island vibes was key to boosting tourist traction for Wild Time Caribbean Trading Co. Hunter notes that some customers keep coming back to shop year after year for the beachy vibes they’re sure to experience at the store.

For destination retailers looking to stand out from the stiff competition in beach towns, making sure decor and experiences exude island ambiance is a winning strategy.

Coastal colors and finds

On Hilton Head Island, Camp Hilton Head has figured out how to create warm, beachy vibes within their five retail locations. Although the souvenir industry on Hilton Head Island can be competitive, Vice President of Operations Alex Brown says Camp Hilton Head tries to stand out from the noise by offering unique, high-quality merchandise at each of its locations. He says customers also absolutely love the vibes that they get coming into each store, noting that the original owner wanted the shops to feel a bit like beachside summer camps.

“We’re still offering up that quality customer service,” he says. “We try to have a warm, welcoming environment when folks are coming into our stores, complete with beachy music. It’s a good vibe.”

Camp Hilton Head Buyer Jill Griffith notes that the retailer is always intentional about trying to keep a very coastal-themed atmosphere in the stores.

“Each shop is different — we’re very lucky that three of our locations are pretty close to water. Already when you’re there, you just have that beach feeling, that atmosphere,” she shares.

Griffith adds that Camp Hilton Head made sure everything from store decor to even the floors exuded coastal vibes. Walls at each store differ slightly, but Griffith says they go with beachy color tones: sandy tans, pale coral and aqua blue.

Camp Hilton Head regularly freshens up its stores with new paint and displays promoting beachy mementos, but Griffith says it’s important that the stores don’t look overly polished. “We want to keep the beachy, campy vibe going,” she explains, noting that everything is kept clean, but they don’t mind leaving some scuff marks on the floor.

Finding quality souvenirs can be tough, but Griffith says she is always on the lookout for nice beachy take homes.

“My eyes are always open around me. For instance, I’m looking at what professional athletes are wearing these days — what do their ball caps look like? If professional golfers are wearing mesh caps with rope trim, I want customers to walk in our store and see that,” she explains. “I also pay attention to what’s going on in the general market. I don’t have to like these styles, but I have to like the styles for my customers.”

Sensations and service

Hunter enjoys it when customers can use all their senses on their visit. Customers see bright Jimmy Buffett and Margaritaville signs hanging around as well as some brightly colored parrots that remind them of island retreats.

As people shop, they often hear some tune featuring steel drums and island sounds. Then customers might even smell some beachy aroma in the store — Hunter notes that the store carries colognes that come in sun-and-sand scents.

“All these little details make the store more appealing and inviting,” says Hunter.

Providing above-and-beyond customer service also appeals to tourists in beach towns. One way that Camp Hilton Head does that is by promoting beach essentials that visitors might have forgotten: sunscreen, lip balm, bug spray and more.

“Anticipate what they will need and make it convenient for them,” says Griffith.

As a courtesy to customers, Griffith says Camp Hilton Head gifts customers with reusable zip-up tote bags when they make a $100 purchase.

Hunter adds that simply greeting customers can go a long way.

“At our store, we greet every customer warmly and welcome them into the store and ask them where they’re from,” says Hunter. “Over the years, we have heard that we are a favorite store for many tourists and we’re the first stop people make when they come to town. We form personal connections with customers, and that’s something they’re longing for. It makes them feel a part of our community when we treat them like they’re local, which I think everybody likes!”