Page 50 - AVN April 2017

FEATURE
FEATURE | By Kim Airs
gently sloping handicapped ramps to the many levels of our store. We
also have a public restroom. And the best thing to keep in mind when
doing a buildout is to use good contractors!”
Jagos also did a complete buildout when he designed Groove two
years ago. “The store design at Groove is cool, hip and comfortable,”
he shared. “We used muted wall colors, wood floors, exposed brick
and lots of warm tones to create a comfortable, almost home-like
environment. Then we added street art and graffiti to accent the
urban-cool feel of the store. Many of products are colorful and they
pop against the muted, earth tones. Our guests love it and they spend
a good deal of time exploring the store rather than just shopping.
Guests need to find different items at Groove than they find at
competing stores.”
Groove also got an upgrade in other areas, too. “There is the music,
the actual layout of the store, our guest service, the way we package
purchases—we could go on and on about this,” Jagos said. “There are
a lot of elements to making your store unique, and we are continually
trying to improve Groove and differentiate ourselves. We see it paying
off in a growing store clientele with 50 percent of our daily guests
being repeat shoppers.”
But innovation in retail goes beyond just the literal bricks and
mortar. Many of the newer boutiques are focused on personalized
customer service and product training by manufacturers, areas that
many traditional adult-oriented stores are lacking.
Carol Gesell, of Oh My! Sensuality Boutique in Northampton,
Massachusetts, stressed how important customer service is in the
adult toy world. “We have the best, most knowledgeable staff in the
area at Oh My! Our staff is also a very diverse group that allows us to
meet our clients’ needs that encompass every gender in the spectrum.
It forces us to be constantly aware of what our customers wants and
needs are, and we are happy to listen to them and bring in the most
innovative products for their pleasure.”
Groove’s Patrick Jagos also stressed the importance of
manufacturers’ support when it comes to innovative products: “True
innovation is rare. There have been some great intimacy product
advances and I believe it is the industry that drives that forward more
than customer demands for innovation. I think our customers/guests
are well served by the creative minds behind those product advances. I
think they would be even better served by educational improvements
by the manufacturers.”
Skitzo Kitty’s Goldman added that manufacturers who support
smaller retailers with product training and support for new and
unique items definitely add to the bottom line of the store. “When the
manufacturers take an interest in Skitzo Kitty to show us what’s the
latest in their product line as well as provide testers for our customers
to touch and feel, that benefits all of us in the pleasure supply chain.”
Eldorado’s Travers also mentioned the importance of letting
consumers try before they buy. She pointed out Dorr, a modest line-
up of toys that includes the newly added Mystic, a wand-style vibrator that serves as four toys
in one through the use of a rechargeable control handle that attaches to different head with a
simple twist. “Quite simply, it is a top-notch quality and straightforward line,” Travers said.
“It’s a fabulous product line that caters to nearly any demographic because of the great quality
for the price. It offers users super smooth silicone and intense rumbly vibrations. As most store
owners know, testers are very important to help make a sale, and fortunately Dorr offers testers
to retailers. An affordable luxury line is a no-brainer; the Dorr line is truly that.”
When it comes to innovative products and the response to the customer question, “What’s
new?” Jagos provided his personal insight to this never-ending question and found it difficult
to choose his favorite innovative product. “Do I have to pick one?,” he joked. “How about a
short list? The rabbit-style vibrator changed many women’s lives. The We-Vibe made huge
waves when it first arrived and it continues to improve the lives of couples around the world.
The Womanizer is on the list for sure. The use of Velcro on a restraint cuff should be on the list
(thank you, Tom Stewart of Sportsheets). The Hitachi Magic Wand has got to be on that list,
too. I don’t think picking one toy is possible for us.”
Staying on top of innovations in the adult products world takes perseverance, listening
to customers’ requests, talking extensively to your distributor rep to find out what’s new,
contacting the manufacturers to get the latest training, reading trade journals (and don’t forget
popular magazines such as Cosmopolitan and Men’s Health) and attending adult product trade
shows such as January’s annual AVN Novelty Expo in Las Vegas. There you will find cutting-
edge, innovative products that either are in development or just hitting the market. It’s up to all
of us for this industry to stay relevant, modern, and yes, innovative.
FRESH PAINT Adult boutique Groove’s Patrick Jagos said, “We used muted wall colors, wood floors, exposed brick and lots of warm tones
to create a comfortable, almost home-like environment. Then we added street art and graffiti to accent the urban-cool feel of the store.”
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