Read through information on the E.T. Reavis and Son Web site, and you’ll notice that the fourth generation owners of the “dry goods” store have a firm grasp on the past and the future.
Tom Reavis (‘81) and his sisters, Carol Moore (‘76) and Martha Killebrew (‘74), all UT Martin alums, have taken what was best about the 117-year-old, court square store in Dresden, Tenn., and successfully meshed it with today’s business practices.
What was best about the past–exceptional service, quality merchandise and a genuine interest in customer satisfaction–is offered online via a Web site, www.etreavis.com. Today’s Reavis customers can not only browse selections, but order and pay for the merchandise with the most current e-commerce software.
What may be a little out of the ordinary in today’s business world is the small-town hospitality and folksy tone the trio has maintained in their operation. Where else can you find clothing sizing information indicating that when buying coveralls, for instance, you select a size or two larger than normal, “depending on the size of your stomach”?
And, where else could you find privacy policy information and feel like it’s your mother cautioning you not to send your credit card number by e-mail when ordering online? Instead, using the store’s 800 number is suggested. They also accept personal checks.
Finally, how many businesses offer, “If you are ever in the Northwest Tennessee area, please stop in and say ‘hello’”? “We were like all small-town department stores in that we were losing lots of business to the malls and even catalog and online sales,” Tom said. “Was it destined to close completely? Probably so.”
All three agree that would have been a sad ending to such a strong family legacy. “We grew up in this business,” said Martha. “We have this tradition.”
That tradition began in 1895, when their great-grandfather, E.T. “Pap” Reavis, founded the business as Reavis and Mayo. Every generation since “Pap” has been involved in the business. Their grandfather, Loyd L. Reavis Sr., their father, Loyd L. Reavis Jr., and mother, Dorothy Reavis, were part of the daily store operations. They set the tone for how business would be conducted and customers would be treated.
Tom joined the store not long after he graduated from UT Martin in 1981. Martha, the eldest, graduated in 1974 and Carol, in 1976. They both teach at Dresden Middle School. Running the store is a full-time job for Tom. Carol and Martha go to the store for a couple of hours each day after school to do their part.
Having spent a career at the store, Tom realized, “There was just not enough local business to support a store like this any more. You almost have to have a niche to survive.”
The E.T. Reavis niche was born Christmas of 1998 when Tom and his wife were searching for specific baseball cards as a gift for their son. After searching online, they located a source to buy the cards. Incredibly, the store was located on Lindell Street in Martin, Tenn.
“That changed everything,” Tom said.
At first, they looked at online sales as a sideline. Soon, the E.T. Reavis niche of providing hard-to-find sizes and specialty items became apparent. “That’s what we try to service,” Carol said. “What we carry are the things mom and pop stores had,” Martha added.
The trio had no idea how to begin an online operation. Initially, they offered merchandise they carried in their store. Then, they became more sophisticated in their online approach and savvy at anticipating trends. “It’s a fluid environment with constant change,” Carol said.
“Since I was so used to doing business the traditional way, I was surprised at how easy it was to process and ship orders,” said Tom. E. T. Reavis ships to all 50 states, but does the bulk of business in the Midsouth, Midwest and Northeast. If their great-grandfather could see his business today, he would hardly recognize the process or the lingo. What he would recognize is the same high-quality merchandise and attentive customer service offered with the same Southern hospitality. That hasn’t changed.
Many people take advantage of ordering online, they said. Others check out the merchandise online, but still want to talk to someone and will call and place an order. “We get a lot of calls from older people or their children,” said Carol. They are looking for very specific items and are having a hard time finding them. “They can’t believe you’ll stop and help them. And helping them could mean finding a piece of clothing in a box on the showroom floor and then using a tape measure to get the exact width of the garment to make sure it fits.
One of those hard-to-find items is called a “snuggie.” It’s long-legged underwear for women. Another item is snapfront boxer shorts. Men who have been accustomed to wearing them have found the item increasingly difficult to find. After ordering some, one customer told Tom, “Uncle Joe is going to be so happy.” Still another example is short-sleeved, short-legged men’s pajamas. Short-sleeved coveralls are popular items, as well. Overalls in all sizes are a staple to their customers. “We carry jeans up through size 80 waist.”
E.T. Reavis also has tapped into adaptive clothing for persons with disabilities. “People are really tickled we have that,” Carol said, of full elastic and snap clothing for persons who have had a stroke or are physically handicapped and have difficulty getting dressed. “People who call us are desperate for those items,” Martha added.
In addition to paying close attention to changes in general online business trends, Carol, Martha and Tom also note when large chain stores discontinue certain clothing items.
And, Tom prefers having the items in stock. “I like to touch it and check the quality before it goes out.” Shipping is another detail that gets attention. “We pride ourselves in getting out an order the same day it comes in,” said Carol. “People appreciate that.”
Just as in traditional business, they have to track sales, inventory and restock. “My online catalog software is pretty amazing,” said Tom. “I ‘load’ my inventory on the Web site . . . and I write orders for fill-in inventory directly off my inventory list there. We still do it the old-fashioned way sometimes – just go ‘eyeball it’ in the store and call in what we think we need.”
One of the most unusual quick turnaround orders involved union suits – another name for one-piece men’s long underwear. History Channel personnel called frantic to find one and have it the next day for a documentary that was being shot. “The suit cost $20 – but it took $30 more to get it there overnight,” said Tom. The store also gets a lot of online and phone queries about costume items for plays, musicals and dance recitals, and a professional basketball team once wanted coveralls for the entire cheerleading squad for a halftime show.
Sometimes, customers send them photos of themselves wearing the item they’ve purchased. And, occasionally customers accept the online invitation and stop in the store enroute somewhere. “One fellow was from New York City. He stopped by on his way to Texas to pick up his boxer shorts. We got our picture made together,” Tom said. “I kidded him about driving all that way to save on the shipping cost.”
“We grew up knowing we always helped the customer,” said Martha. “That was one of daddy’s things.” Tom added, “That’s the way it was back then.” Then, speaking like a man who knows marketing, he added, “Individualized and attentive customer service is a nostalgic thing of our youth. It’s a feel-good thing. We treat all our online and phone customers just like they walked in the door. It’s just a different door.”
|
