Sonja Woodbury’s Voluptuous Women’s Boutique is an icon of retaining customers through satisfaction. Her loyal customers, having followed her through decades of retail experience, now follow her through the doors of her business because she takes exceptional care of them. What is Sonja’s secret? As the saying goes, little things mean a lot!

“I needed powers beyond the manager position to have control over making our customers happy,” Sonja says of her employment. “It was time I did my own thing, and I knew it could be so successful!” After leaving her job, some of Sonja’s customers even called her at home. ”Where are you? We want to shop where you are!” they proclaimed. “They were bustling to get in here,” Sonja says from her store. Of course, not having a store at the time, Sonja had to manifest where “here” would be.

Sonja began approaching banks for startup capital, but “at 46 years-old, it was difficult getting someone to believe in me.” TACC responded differently, asking Sonja, “What can we do for you?” In superb TACC fashion, they initiated financing, constant communication, and valuable seminars. “Without TACC, I wouldn’t have a store,” says Sonja.

From the beginning, Sonja knew who her customers would be, and created the Voluptuous Women’s Boutique for their liking. Sonja cleverly committed to a lease in which the store would be designed to her specifications. “Other stores are so metallic,” Sonja says, “I formed a soothing and inviting place for my customers.” She proceeded to purchase hard-to-find designer label clothing for women sized 14 to 24, and added little luxuries to affect a delightful shopping experience within her store.

An oasis of viands, tea, coffee, soft drinks effervescing in wine glasses, chandeliers, elegant antique furniture and other pleasures await Sonja’s customers. “My initial startup costs were astronomical,” says Sonja. “I had to overcome not having enough cash to build my dream store, so I built up other areas, making the Voluptuous Women’s Boutique all about you.” Sipping drinks and talking passionately about designer clothes in a relaxed atmosphere is certainly an outstanding method of achieving that.

During her first month of business (April/May 2006), Sonja surpassed her projected sales - simply by doing things her own way. Sonja’s clients frequent the store for her, her obvious passion, and what she’s created for them. “I am the store,” she declares, and by taking an interest in her clients’ lives while sharing glimpses of her own, Sonja strives “to form a personal connection and build relationships with people. Just find a way to reach them so they feel comfortable in your store,” she says. “Want them to be satisfied. Some people you can’t, but always try to make them happy.”

Sonja exemplifies this by giving away “freebies” to her customers. “People like getting something for nothing,” she says. “I gave one of the ladies a pair of sun glasses that looked great on her. They only cost me $30, and she spent $500! And if someone isn’t happy with their experience in your establishment, go out of your way for them and lose a few dollars. It’s better than having them go out and say something bad about your store. Have them leave your store feeling good!” she emphasizes. “If they feel good about your store, they’ll feel good about coming back.”

Transcending customer retention, Sonja offers solutions to garnering new clients as well. “Try to reach people beyond who you currently reach,” she says. Although her target market is plus-size women, “other women – who the clothes are too big for - still wear accessories and carry bags. Examine your business to attract new customers and get money in other ways.”