Friday, September 18, 2009

Out Of The Pan And Into The Fire

Scott and I received the following letter in the mail today, addressed to our store but unsigned and with no return address. One has to wonder why they addressed this to us. Was it because they knew the letter wouldn't fall on deaf ears? The letter rings eerily true with the posts I've been writing lately about what's fundamentally wrong at Webster's Shopping Center. Please take a moment to read this letter, then scan back and peruse my posts of the past several months. Letter follows:

" LETTER FROM DISSATISFIED CUSTOMER 9/18/09


WEBSTER’S

PHARMACY
FINE STATIONERS
HALLMARK STORE



TO THE OWNERS OF THE PHARMACY, FINE STATIONERS, AND HALLMARK STORE,

I HAVE BEEN A CUSTOMER OF WEBSTER’S, IN ALL ITS PERMUTATIONS, FOR OVER 50 YEARS. I CHOSE TO SHOP WITH YOU BECAUSE I WANTED TO KEEP MY DOLLARS IN THE COMMUNITY AND SUPPORT YOU. I DON’T PARTICULARLY LIKE THE LARGE CHAIN STORES, AND PREFER THE CONVENIENCE OF SHOPPING WITH YOU, EVEN IF I SPEND A LITTLE MORE. IT WAS WORTH IT TO ME TO KEEP MY BUSINESS IN THE AREA WHERE I LIVE.

AFTER OVER 50 YEARS, I DON’T SHOP WITH YOU ANYMORE, AND FROM THE LOOKS OF YOUR PARKING LOT, I DON’T THINK A LOT OF OTHER PEOPLE DO EITHER. YOU COULD CHALK IT UP TO THE ECONOMY, BUT THE REASONS I DISCONTINUED FILLING MY PRESCRIPTIONS AND BUYING CARDS AND GIFTS WITH YOU GO WAY ABOVE AND BEYOND THE ECONOMY. IT HAS TO DO WITH YOUR COMPLETE LACK OF CUSTOMER SERVICE.

RECENTLY, I’VE EXPERIENCED AN APPALLING LACK OF SERVICE IN YOUR PHARMACY. MY DOCTOR’S OFFICE HAS CALLED IN PRESCRIPTIONS THAT DON’T GET FILLED CORRECTLY. IN ONE CASE, THE PRESCRIPTION CLEARLY CALLED OUT THAT GENERICS COULD NOT BE SUBSTITUTED. YOUR PHARMACIST WENT AHEAD AND FILLED THE PRESCRIPTION WITH A GENERIC WITHOUT CALLING MY PHYSICIAN OR ME. I DISCOVERED THIS ABNORMALITY WHEN I PICKED UP THE PRESCRIPTION.

WHEN I BROUGHT IT TO THE ATTENTION OF THE PHARMACIST, I DIDN’T EVEN GET SO MUCH AS AN APOLOGY. AFTER 50 YEARS OF DOING BUSINESS WITH YOU, (AND WE SPEND SEVERAL HUNDRED DOLLARS A MONTH IN PRESCRIPTIONS AND OTC), IT IS THE LAST PRESCRIPTION I WILL EVER FILL WITH YOU. THAT IS ABSOLUTELY NOT ACCEPTABLE.

I’VE TRIED TO REFILL PRESCRIPTIONS VIA YOUR PHONE SERVICE RECEIVED A VERIFICATION VIA PHONE THAT THE ORDER WAS CONFIRMED, RECEIVED A PICK-UP TIME AND DATE ONLY TO SHOW UP AT THE COUNTER AND BEEN TOLD THAT YOU DON’T HAVE THE MEDICATION ON HAND, AND IT WON’T BE AVAILABLE FOR A DAY OR TWO. AND NEVER ONCE DID YOU, OR ANYONE IN YOUR ORGANIZATION, PICK UP THE PHONE TO ALERT ME TO THIS. INTERESTINGLY ENOUGH, YOUR COMPETITORS ARE MORE THAN HAPPY TO CALL ME AND KEEP ME INFORMED OF MY PRESCRIPTIONS’ PROGRESS, SO I WILL BE SPENDING MY PHARMACEUTICAL MONIES ELSEWHERE.

I RECENTLY VENTURED INTO YOUR PHARMACY LOOKING FOR A SKIN CARE PRODUCT YOU HAVE CARRIED FOR YEARS. I COULDN'T FIND IT. I WAS THE ONLY CUSTOMER IN THE PHARMACY. THE ONLY ONE! AND THERE WERE TWO LADIES BEHIND THE COUNTER, LEANING UP AGAINST THE WALL. I ASKED THE OLDER LADY WHO HAS BEEN WITH YOU FOR YEARS IF YOU CARRIED THIS PRODUCT. SHE JUST POINTED DOWN THE AISLE TO ME. SO I HUNTED, AND HUNTED, AND STILL DIDN’T FIND IT. SHE COULDN'T BE BOTHERED TO HELP. SHE WAS TOO BUSY STANDING BEHIND THE COUNTER DOING NOTHING. ON MY WAY OUT, I SAW THE PRODUCT, BUT BY THAT TIME, I DECIDED THAT YOU DON’T DESERVE MY MONEY. I WENT TO CALIFORNIA PHARMACY, HAD A GRACIOUS LADY HELP ME, PURCHASED WHAT I WENT IN FOR AND SOME OTHER ITEMS, AND LEFT AS A HAPPY CUSTOMER. TELL ME, DO YOU HIRE YOUR CLERKS TO LOAF BEHIND THE COUNTER, OR TO HELP CUSTOMERS? IF IT IS THE LATTER, YOU ARE PAYING GREATLY FOR EMPLOYEES WHO ARE HURTING, NOT HELPING, YOUR BUSINESS.

THE HALLMARK STORE IS NOT EXEMPT FROM THIS LACK OF CUSTOMER SERVICE. I ONCE ROUTINELY SPENT AT LEAST A MINIMUM OF $100.O0 A MONTH IN YOUR STORE FOR CARDS, STATIONERY, GIFT WRAP, GIFTS, TOYS, ETC. I VENTURED IN A FEW WEEKS AGO LOOKING FOR TWO BIRTHDAY CARDS, SOME TABLE FAVORS, GIFT WRAP AND RIBBON, INVITATIONS, TWO GIFTS AND STICKERS. AS I WAS LOOKING THROUGH THE CARDS, TWO THINGS HAPPENED.

1. A VERY ELDERLY LADY WALKED INTO THE CARD SECTION. SHE WAS LOOKING FOR A CARD THAT SAID, “BEST WISHES FOR YOUR 90TH BIRTHDAY”. SHE WAS HOPING SHE COULD FIND ONE, BUT IF NOT, SHE WANTED SOMETHING VERY TRADITIONAL AND PRETTY. THE YOUNG LADIES BEHIND THE COUNTER COULDN’T BE BOTHERED TO HELP HER. THEY WERE COMPLAINING ABOUT HAVING TO CLEAN UP AND CLOSE OUT. I HELPED YOUR CUSTOMER FIND A PRETTY CARD, AND HELPED HER TO THE CHECKOUT COUNTER WHERE SHE MADE HER PURCHASE. INCIDENTALLY, THIS CARD FOR A NINETY-YEAR-OLD WAS FOR HER YOUNGER SISTER. THIS CUSTOMER WAS AT LEAST 91 YEARS OLD, AND YOUR YOUNG, HEALTHY, ROBUST CLERKS COULD NOT LIFT A FINGER TO ASSIST HER.

2. WHILE THE ELDERLY LADY WAS SHOPPING, A FRAZZLED CUSTOMER ENTERED FROM LAKE AVENUE. SHE WAS LOOKING FOR A WALKER FOR HER MOTHER WHO JUST RETURNED FROM THE HOSPITAL. SHE LOOKED UP AND DOWN THE HALLMARK STORE AISLES, UNATTENDED AND UNAIDED BY YOUR EMPLOYEES. I FINALLY STEPPED IN, AFTER ASSISTING THE ELDERLY LADY WITH HER CARD PURCHASE, AND TOLD HER THAT I BELIEVE THE WALKERS CAN BE FOUND TWO DOORS UP IN THE PHARMACY. SHE TOLD ME SHE HAD CALLED IN ADVANCE, AND NO ONE TOLD HER WHAT DOOR TO GO TO, OR THE DIFFERENCES IN THE STORES. YOUR CLERKS, IN FACT, LOOKED AT HER BLANKLY, AND TOLD HER THEY DIDN’T KNOW WHERE SHE COULD FIND WALKERS! CAN YOU BELIEVE THAT?

SO I SAVED YOU TWO SALES AND TWO CUSTOMERS’ ONE CARD SALE IN THE HALLMARK STORE AND THE ONE WALKER SALE IN THE PHARMACY. I, HOWEVER, DID NOT MAKE A PURCHASE THAT DAY. I WAS SO DISGUSTED WITH THE ENTIRE SCENE THAT ON MY WAY HOME FROM WORK THE NEXT DAY I STOPPED AT THE HALLMARK STORE IN LA CANADA. THE FRIENDLY PEOPLE GREETED ME AS I WALKED IN AND ASKED IF I NEEDED HELP. I TOLD THEM WHAT I WAS LOOKING FOR, AND THEY SHOWED ME EVERYTHING I NEEDED, AND MORE! I WALKED OUT OF THERE THAT DAY FINDING ALL I WANTED, AND PAID $437.35. THAT IS $437.35 THAT DID NOT GO TO YOU. I NOW DO ALL MY HALLMARK AND GIFT SHOPPING IN LA CANADA AT THAT STORE.

THE SAD THING IS THAT I CAN GIVE YOU DOZENS OF EXAMPLES OF WHY I DON’T SHOP WITH YOU ANYMORE. THE TROUBLE IS THERE ARE A LOT OF FOLKS IN THE COMMUNITY WHO THINK THE SAME WAY I DO. WE DON’T LIKE THE WALLED IN ATMOSPHERE, (SORRY THE FAMILY BROKE UP THE BUSINESS FOLKS, BUT THERE ARE PLENTY OF WAYS THAT TECHNOLOGY CAN DEAL WITH KEEPING STOCK AND SALES SEPARATE WHILE KEEPING THE IDEA OF A LARGE SHOPPING CENTER INTACT). NO ONE WANTS TO SHOP IN THE DARK FINE STATIONERS SHOP, AND WE ALL LIKED THE CONVENIENCE OF GETTING OUR PRESCRIPTIONS FILLED AND WALKING AROUND PICKING UP OTHER ITEMS. I LOVED BEING ABLE TO GET SCHOOL SUPPLIES, HALLMARK CARDS, OTC ITEMS, ETC., WITH ONE-STOP SHOPPING. I DON’T LIKE YOUR TOTAL LACK OF CUSTOMER SERVICE, YOUR SHORT-SIGHTED ATTEMPTS AT WALLING IN YOUR SHOPS, YOUR “LET THEM EAT CAKE” ATTITUDE. I HAVE FOUND PLENTY OF OTHER FRIENDLY, HARD-WORKING, ESTABLISHMENTS THAT WELCOME MY BUSINESS.

GO OUTSIDE RIGHT NOW. LOOK AT YOUR PARKING LOT. IT’S EMPTY, RIGHT? I REMEMBER A TIME WHEN IT WAS DIFFICULT TO FIND A PARKING SPACE IN YOUR LOT DURING THE WEEKEND OR HOLIDAYS. YOU CAN HAVE ALL THE SPECIAL EVENTS YOU WANT, YOU CAN ADVERTISE ALL YOU WANT, BUT YOU WILL NEVER HAVE THE CUSTOMERS YOU NEED UNTIL YOU PROVIDE GOOD, FRIENDLY CUSTOMER SERVICE AND HIRE PEOPLE WILLING TO GET OF THEIR BUTTS TO HELP THE CUSTOMERS. AND AS LONG AS YOU KEEP UP THOSE CONFINING WALLS, LITERALLY AND FIGURATIVELY, THAT DIVIDE YOUR SHOPS AND YOUR FAMILY, YOU WILL NEVER HAVE THE CUSTOMER BASE YOU NEED TO SUCCEED.

IT’S NOT JUST THE ECONOMY, FOLKS. IN THIS RECESSION, YOU HAVE TO GIVE BETTER SERVICE TO GET THE CUSTOMERS. YOU DON’T HAVE MY BUSINESS, AND I KNOW YOU HAVE LOST THE BUSINESS OF DOZENS OF OTHER LONG-TIME CUSTOMERS DUE TO YOUR NEGLIGENCE. WAKE UP BEFORE YOUR STORES, AND YOUR NAME, BECOME JUST MORE FOOTNOTES IN ALTADENA’S HISTORY.

PLEASE CONSIDER THIS FEEDBACK FROM A FORMER CUSTOMER WHO TOOK THE TIME TO TELL YOU WHY I WON’T BE COMING BACK UNTIL I HEAR THAT YOU HAVE TURNED YOUR BUSINESS, AND YOUR ATTITUDES, AROUND."

First of all, let me address the person who wrote this letter to the Pharmacy but delivered it to us. Thank you very much for this. Really and truly, thank you. Scott and I been asking for feedback from our customers for two years now, trying to engage everyone in the area. We knew the division of the stores wouldn't be readily accepted without any communication by management to the public. We knew the lack of customer service was a problem with the other stores and this is why we've been such sticklers with the crew here about ours.

But this isn't about which store has better service, because the simple fact of the matter is that the public perceives as as one entity. We can divide it up all we want but we can't change our customers' perception and this is why we advised long ago that we all work together to maintain at least the illusion of our being whole. Sadly, that was ignored. We have to ask why they ignored it, which was, loosely, the basis of my last post.

Ellen Snortland, a customer and friend, had a quote in her writer's workshop series, "Author Bite By Bite" (a wonderful group that can be found on Facebook) that particularly appropriate for what's happening here. It's an old Zen saying that "The gate to enlightenment is guarded by two lions: Confusion and Paradox". How very true that is. How very sad it is that Webster's hasn't been able to get past those two lions to find their way to a clear path. How it pains us to watch this happening without being able to do much about it, other than make sure our own store doesn't fall victim to the same pitfalls.

What I'd like to know now is what effect this letter is going to have on the Pharmacy. Maybe it'll be the catalyst they need to pull it together. It'll take a lot of tough love, but I firmly believe that it can be done. With our help and your help, I believe it can be done. What can you do to help, you ask? Please, please, let us know what you think....without your input we are rudderless. Post here, post on our Facebook Fan Page, write letters, come into the store and talk to us. For months, I've been asking this with little response....c'mon, Altadena, you can be vocal when you want to be!

One last thing to the author of the unsigned letter - we know the lighting in our store needs to be addressed. It's been the same since the 60's and never got updated like the other areas of Webster's. It takes a lot of money to change lighting in a retail store (it's not like buying lamps for your home) and we don't have the money right now. I'm a decorator, so this bugs me every single time I walk into this store but I'll have to be patient. Little by little, our store will become as wonderful as I envision it being but it'll become that vision only with your support. We sincerely hope that we can entice you back as a customer. We promise not to disappoint.

One more little thing. This customer who wrote the letter states that he or she has "been a customer of Webster's, in all its permutations, for 50 years". If they were, then they'd remember when the stores weren't all interconnected. Sometimes the people who patronize a certain store are a bit afraid and resistant to change, too.....just sayin'.

Saturday, September 12, 2009

The Learning Curve at Webster's Fine Stationers

I’m embarking on an adventure. Today I started a 26-week course given by the Women’s City Club of Pasadena called “Business Builders Boot Camp”. The brainchild of Lilli Cloud, Donna Chaney and Jennifer Hamilton, this course will help me formulate a sound business plan for our store. I was blown away with the absolute awesomeness of the women attending along with me, and I feel that this is without doubt one of the most positive things I’ve done for our store so far. I need to learn more about how to steer our business toward the goals we set upon taking ownership of it. I want to learn how to maintain those goals and add to them and how to grow after realizing those goals. I can’t wait to soak in the knowledge and expertise all these wonderful women are offering and I’m so thankful that I happened to be invited into the group. I’m one lucky gal to have such fabulous friends and to have the chance to make more!

In class I spoke of our store and the history of Webster’s. We were identifying what the strengths, weaknesses, opportunities and threats are for our businesses and I volunteered to be the class example. It was an exciting discussion and I actually learned so much from listening to my classmates’ comments. Hands down, the top ranked strength for us was our name recognition. We discussed what a powerful tool name recognition is, then we talked about what can happen to that name recognition if it’s not given the proper care and attention it deserves. In other words, the store’s weakness is its lack of follow-through.

What Webster’s has become is a perfect example of what happens when you become complacent. Paraphrasing Petrea Bruchard in her article about us in her blog, Pasadena Daily Photo, Webster’s sat up on that hill and never really had to do much to attract shoppers. We were the only game in town and it was exciting at the time to have a nice place to shop in the neighborhood. We were the town’s hub and it was good. But local shopping fell out of favor. New and more exciting big box stores opened nearby and then warehouse stores came along. Things were less expensive at these places, you could get similar items for less, so business for Webster’s began fall off. The shopping demographic changed and we didn’t change with it, or we didn’t change in the right direction. With the years of neglect came apathy and denial, lackluster service and a general feeling of malaise that could be felt by customers. I noticed it when I took a full time job in the business office there in 1995 and I’ve talked with many people who’ve noticed the same thing throughout the years.

With Bill Webster’s retirement and the splitting up of the stores two years ago, our store began communicating with the public. We became very active on social media sites and have worked diligently to improve our visibility and reinforce our brand. Scott and I have made so many new friends and reinforced old friendships that we’re very thankful for. Many of these friends have offered advice, most of which we’ve taken to heart. But one piece of advice leaves us a bit flummoxed. Move on, they say, after learning about our trials with the Webster’s Corp…..find another storefront to rent where you’ll be more successful and get out before you go down with them. We’ve heard it from several different sources recently, especially now with the advent of Karen’s Hallmark‘s demise. I get where these friends are coming from, I truly do. But Scott and I just can’t reconcile moving the business away from Webster’s. What would happen to the main store if we did that? Where would that leave them? And more importantly, what would that say about our integrity?

Integrity is vitally important to Scott and I personally and it’s vitally important to us as a store. If we don’t follow through with what we’ve promised, then what are we? Integrity is also important to us in relationship to our family, reciprocated or not. If not for Webster’s, there would be no Webster’s Fine Stationers, and for that opportunity alone we’re more grateful than we can say.

Two years ago, we envisioned a small complex of stores working together to make a healthy whole and unfortunately, that didn’t happen. We’re now experiencing the closure of the Hallmark store, which will of course affect us all, and not in a good way. It will negatively affect the store on so many different levels, it’s staggering. Hopefully, though, this will become the catalyst for the two remaining stores to work together closely, and most of all, to learn from this experience. Scott and I remain hopeful because we believe in our store. We believe we can offer the community many benefits, which we’ve discussed in prior posts. We remain hopeful that with our help, Webster’s will remain in the community, but remember that we’ll need your help, too. Remember to shop local and please remember that Webster’s stands for Altadena.

Thursday, September 10, 2009

Localization "Breathing New Life Into Neighborhoods"

So says an August 31st article in the OPEN Book: Trends, by American Express OPEN. The entire quote reads, "Localization breathing new life into neighborhoods and offering a better way of life in the process. Local businesses are perfectly positioned to participate." I couldn't agree more. If you've been reading along with this blog, you know I've been advocating buying local and telling you of the benefits to your community when you do for a couple years now. I've also been espousing community involvement, hence our partnering with The Quality of Life Center, Five Acres and our current involvement with the Altadena Arts Coalition and The 3/50 Project.

More and more, people are realizing that shopping at their local, independently owned businesses helps keep their communities not only unique but economically viable, as well. Many factors are instrumental this localization movement: the spotlight on natural foods and farmers markets, the realization of our ecological impact and the drive toward sustainability all come into play. Most of all, though, is the fact that most of us consumers prefer to do business with someone we know.
Couple this with the growing evidence that buying locally supports the community. You've heard me recite the figures before, but once again couldn't hurt. A study commissioned by the Andersonville Development Corporation indicates that $100.00 spent at an independent neighborhood business creates an additional $68.00 of local economic activity, compared to a benefit of only $43.00 if the $100.00 were spent at a chain or franchise. And we all know that business success attracts further business, the process fuels itself - revitalizing local commercial operations and leading to further growth.

Future growth....that's such a nice thing to think about. I imagine the North Lake Business District as a bustling commerce and retail center - hopefully one day that will be true. But it's very much in jeopardy at the current moment. As you've probably already heard, Karen's Hallmark is going out of business. That will leave Webster's center with one less business paying rent to the Corporation. It's a sad, sad state of affairs that a once vibrant shopping complex is reduced to just the Pharmacy, Liquor and Webster's Fine Stationers. Half the customers still don't realize that WFS is a separately owned business. Whether Hallmark's closing is a result of the Corporation's lack of communication with their customers or is just a general reflection of today's lousy economy is a tough call, but it is something that I warned about in my blogpost "Can Webster's Be Saved?".

While I'm encouraged by the information cited above in the American Express OPEN article and others of the same nature, it means nothing if it's not happening here in Altadena. If residents here don't undertand or care that shopping locally can improve your community's economy, which can only result in good things for all of us, then God help us. As of December 1st, there will be no Hallmark to shop at. That's harsh, but it's reality. It's also reality that the employees there will be out of work and adding to the unemployment statistics.

I'd like to take this opportunity to assure you that Webster's Fine Stationers will be doing everything in our power to stay viable, to stay relevant and most of all, to stay open. We promise to remain in communication with you via this blog, Facebook, Twitter and our newsletters. We promise to listen to you and your suggestions. Many of our customers are already aware of our desire to form a customer advisory board and we'll be moving forward with that plan soon. In fact, anyone who's interested on sitting on the board is welcome to contact me. I have two customers willing but I do need 3 more.

Above all things, WFS wants to thank all of you who've been so supportive of us. Please know that we appreciate you so much!

Sunday, September 6, 2009

Altadena Arts Coalition Throws Another Great Party!

We asked people to come celebrate Altadena last night and boy, did they celebrate! A party was greatly needed, since the Station Fire has burned up just about every one's stress levels (see Petrea Bruchard's blogpost on this subject at her excellent blog, http://pasadenadailyphoto.blogspot.com
People arrived in droves, and it did our hearts good to see happy smiles on the faces that last week were creased in expressions of worry and fear. Credit for this photo goes to Debbi Swanson Patrick and you can see more at her insightful blog, http://www.altadenaaboveitall.com/

PROJECT:ALTADENA was a wonderful success, too, and just what the doctor ordered for our beautiful town! Deepest thanks to the creative minds of Molly Tierney and our fellow AAC compatriots Ben McGinty, Steve Salinas, Jeff Klein and Lance Anderson for their hard work putting this whole thing together. It was fabulous to see firemen from our Altadena Fire Station on El Molino enjoying themselves and receiving a well deserved thanks from the attendees. Credit for this photo goes to Timothy Rutt of Altadenablog fame:

Here's a shot of the exhibit wall, credit to Tim Rutt:

In conjunction with the Project: Altadena! exhibit, businesses along North Lake Avenue held open houses, staying open later than the norm. Here at WFS, we hosted 6 of our Altadna authors Andre Coleman, Ellen Snortland, Michele Zack, Revvell Revati, Michelle Huneven and Jervey Tervalon. What a fantastic group of minds they were! I regret that I couldn't spend as much time as I wanted to with them, due to my commitments to the Coalition, but I couldn't have asked for a nicer bunch. Each author brought their own special spice to the mix and the result was fascinating. Response was so positive and I'm hoping to have more literary events like this in the future. Here's picture of four out of the six authors mentioned, credit again to Tim Rutt:

From left to right, pictured are Andre Coleman, Ellen Snortland, Michelle Zack and Jevery Tervalon. Also very fun and delicious was Revvell Revati, author of Smoothies & Smoozies For Life and Revvellutionize Your Life In 30 Days, making samples of her smoothies in store!

Everyone enjoyed Altadena's own band, Wreck and Sow, as they fiddled, strummed and sung the evening away....credit again to Tim Rutt:


I'd like to personally thank each and every one of you who came down to enjoy the exhibit and party last night! Altadena has a diverse population, it's true, but the one truth that holds us together is that we are a town of determined and intrepid people. Nothing can deter us if we set our minds to something, not even fire. If you couldn't make it last night, we understand that life has been a little bumpy lately. There will be a next time (in December!), which will be just as good, if not better. Remember to follow us on Twitter (@lorinscott) for updates on what's happening in Altadena, with the Arts Coalition and at Webster's. We're also on Facebook so quick....become a fan of the store and get all our updates that way.