Q&A with Casey Lozano, key buyer for Patricia’s
Number of stores: 16
Locations: Oklahoma, Kansas, Missouri and Illinois
Square footage: 1,000 to 4,000
Year opened: 1992
Ted Vayos, BODY: Describe your store.
Casey: With 20 years of experience, Patricia’s is a trendsetter and leader in the adult gift boutique arena. We provide our customers with a comfortable and safe shopping environment that’s upscale, fun and educational. All of our stores are brightly lit and very well-merchandised, and we carry a huge, constantly updated selection of novelties, bedroom toys, lubes, lingerie, dancewear, shoes, movies and magazines. Integral to our continued success is our superior customer service. We strive to show every customer that walks through our door how much we appreciate their business — and people shop where they feel appreciated.
Ted: What makes your store special?
Casey: Without exception, in every city where we are located, our stores stand out as being couple-friendly and inviting. Every store is staffed with friendly and well-trained employees who are comfortable answering product and usage questions, which puts us a cut above any competition. Our business is built on loyal repeat customers.
Ted: List some of the brands that are important to your store.
Casey: While we carry a selection of products from dozens of lingerie suppliers and manufacturers, we do very well with Dreamgirl, Elegant Moments, Shirley of Hollywood, Maggie’s, Coquette, Highest Heel, Ellie Shoes and Pleaser Shoes, among others. For novelties, we carry impressive selections from California Exotic Novelties, Doc Johnson, WET, System Jo, Shunga and many, many others.
Ted: Are popular styles and trends different at each location?
Casey: Although every store’s sales are different, our customers can always count on a wide and varying selection of lingerie and toys. We are committed to maintaining the highest standards for quality and selection, and our customers can count on that.
Ted: What brands are customers asking for by name?
Casey: Today’s customers know more about the products they use than ever before. They are educated in which products work best with other products and why, and they expect the same level of knowledge from our staff. We are proud to provide that level of customer service.
Ted: Describe your price points and size ranges.
Casey: Buying from so many suppliers means we have the opportunity to offer incredibly competitive pricing on many items while still offering high-quality selections that our customers have come to know us for. Whether a customer is looking for that one-time date-night outfit with all the accessories or a favorite negligee, we meet those needs.
Ted: What is your average customer size?
Casey: We carry a full size selection in all the sexiest lines of lingerie and shoes. With such a large and varied customer base, we sell all sizes to both men and women without an average or typical size or style. The single biggest challenge we have had to overcome has been to supply our queen-sized women with a sexy selection at great prices.
Ted: What does your average customer spend per visit to your store?
Casey: Ten years ago, our average sale was $22. Extensive customer training and sales incentives have increased our company average sale to between $30 and $40. We specialize in helping our customers create a whole romantic evening and to enhance their intimate experiences — not merely selling them an individual item.
Ted: Describe your customer base.
Casey: The minimum age to enter our stores is 18. While we cater to couples, women tell us they feel completely comfortable shopping alone in all of our stores. Comments from our male customer base confirm that we offer them what they are looking for, whether that is to shop for themselves or get expert advice about what to select for their partners. People seek us our for bachelor and bachelorette parties, and of course for all sexual health and educational materials.
Ted: Is there any other information you wish to provide?
Casey: Despite the tough economic times, we have opened two stores in the last few years. This kind of continued success is the result of maintaining standards of excellence in everything we do, beginning with the selection of products we carry and the top-notch beauty of our stores and continuing with the manner in which we take care of our customers. Excellence and pride in what we offer — that’s what makes Patricia’s a very special place to shop.