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Located in the heart of St. Louis, Missouri, Maypop is one coffee AND garden shop known for its cozy charm and abundant greenery. People from all walks of life gather here to reconnect with nature and each other.
Julia Valleroy, Maypop's administrative coordinator, was once one of those customers looking for an escape to the garden and a good cup of coffee. Now part of the team, says Maypop's Valleroy dual business model still provides that warmth and magic to her and many others.
“You really don't see (anything like Maypop) here in the Midwest at all,” she says. “How many places can you go where you can get coffee and also buy some flowers for your front porch or that tropical house plant you've been dreaming of?”
Many customers come to the store to celebrate special occasions, like the Yelp reviewer Angela P.who brought her son's girlfriend to Maypop for her birthday. Both coffee and gardening enthusiasts, Angela and her guest were excited to get the best of both worlds – even in the heat of summer.
“Maypop was definitely showing up, but the capacity didn't affect our experience at all,” Angela wrote in her review. “It was quite a hot day but the staff didn't seem bothered. In fact, they were much nicer than I would have been if I was working in the heat. Thanks to all the staff, inside and out, for helping in giving one of the best birthday presents my daughter has ever had.”
Customer service it's a big part of what makes Maypop such a popular destination. The team offer expertise in everything from herbal tea to plant parenting, which Angela said impressed her greatly customer experience.
“They're professionals, so I trust they know what they're talking about,” she says. “I wouldn't just get the word out of the way, but going there, I felt a little more educated. They gave ideas of things they liked (from the cafe). Hibiscus tea – I was hesitant to get it but it was very refreshing”.
A knowledgeable team is also an advantage when it comes to it social media content. For example, Valleroy recently worked with the garden staff to create a Instagram scroll how to plant a cactus without piercing yourself She says social media it's an opportunity to educate customers by showcasing your brand's personality.
“Just make it fun and easy to get started,” she says. “You'll get better over time. You always want to have your face out there in front of them so you don't forget. I just envision every time I'm typing a post that I'm talking to my friends.”
This strategy is successful online because the Maypop team has also worked to create friendly relationships on the ground. Community building is always at the forefront of Maypop's mission, from its social media presence to its event strategy—for example, inviting vendors from all over St.
“We carefully select local artisans who love to create and share their passions,” says Valleroy. “This is something that really brings the community together, and lifts people up and brings awareness to the small businesses in our area. It just feels good to help people, support our community and support each other.”
Not only is Maypop's marketplace a great way to build community, but promotes the brand locally. Valleroy creates digital flyers for the event and encourages vendors to share them, strengthening the brand's 22,000+ Followers on Instagram and proving that very large marketing activations are free.
To further increase community engagement, Valleroy regularly reads and responds to Maypop reviews on Yelp. Engagement with feedback it shows that you value your customers and your team. For example, Valleroy displays comments in the staff room about him inspire and motivate the team to continue to innovate and improve.
“We like to change things up,” she says. “Every week every time I go in on a Monday, especially in the garden centre, they've moved things and their displays around so when you walk in it feels new and fresh. We're always evolving around at Maypop, always trying to do better.”
Since its founding in 2018, Maypop attributes its thriving business to these core principles:
- Attitude speaks volumes. When conditions are less than ideal, customers value your professionalism and expertise even more. A helpful insight or thoughtful recommendation goes a long way on a hot or busy day.
- Stay top of mind through social media. Social media is designed to connect with friends, so approach your social media strategy like you're talking to a friend about something new and fun. Even if your content is educationuse an approachable and easy tone.
- Keep things fresh and exciting. Whether it's rearranging the store setup every week or hosting seasonal community events, changing things up keeps your staff and customers motivated.
- Create events to boost local small businesses. Empower other small business owners to become effectors for your brand. Not only will they get free promotion, but your business will get free exposure.
- Reinforce customer reviews of staff. Shout out for a job well done and highlight areas of improvement are essential motivating staff to surpass oneself.
Listen to the episode below to hear live from Valleroy and Angela, and subscribe to After the Review for more from new business owners and reviewers every Thursday.
Editorial contributions from Erin Palmero and Emily Moon
This article is part of our ongoing “America's Favorite Mom and Pop Stores” series highlighting family owned and operated businesses.