The owner of Frame, Trevor O’Rourke, noticed that he could have half a dozen customers in his store at any one time to discuss a custom framing project and recognised that there was an opportunity to provide a relaxed atmosphere while they waited, while also increasing footfall to the store. And so, a business that is half specialist framing and half coffee shop was born.
Recognising what customers want and adapting his business to incorporate them has led to a unique environment that makes Frame stand out from competitors, and O’Rourke’s personal touch is evident the second you enter the store. The premises itself is filled to the brim with personality and character, from O’Rourke’s stand-up paddleboard inside the door to his dogs, Cowboy and Yoda, who are as much a part of the fabric of the business as O’Rourke himself.
Some aspects like incorporating a coffee shop to an already established framing business may seem counter intuitive but O’Rourke, with his keen awareness of the market, realised too many businesses followed formulaic models and designs. While he is dedicated to providing his customers with a quality service, capturing their precious moments in the most elegant way, he is also acutely aware of the need to stay relevant and stand out in the local community.
“With any framing shop, you might get six to eight customers walking in to get a job done on any given day. There’s a lot of waste having a person sitting there all day waiting for that to happen. The café increases footfall throughout the day, and also creates a nice space which encourages locals to pop in and say hello,” says O’Rourke.
Ultimately, what makes small local businesses successful is the ability to cater for a specific audience, or in O’Rourke’s case – audiences. Frame is a place where multiple customers come together, from those seeking a specialist service to those catching up with friends over a coffee. What unites O’Rourke’s diverse customer base is their desire for convenience and a comfortable community setting.
Frame's unique atmosphere is why the business was chosen to feature in Visa's "Where You Shop Matters" Christmas advertising campaign, which aims to inspire more people to shop on their local high-streets over the festive season and beyond. The TV advert features a number of Irish businesses including Sam's Barbers, Ennis Butchers and Frame, singing Queen's Somebody to Love in a rallying cry to Irish shoppers to switch their focus from what they are buying to where they are buying.
From saving the day on Christmas Eve with the perfect gift to knowing generations of customers, local independent retailers provide a unique shopping experience. By shopping local this Christmas, shoppers have the opportunity to support small family-run businesses, while soaking up the festive atmosphere in the communities they know so well.
With more independent retailers than ever before now accepting card and contactless payments, shoppers also have the added benefit of more choice when it comes to ways to pay, providing a shopping experience that is not only unique, but convenient. Customers can also pay with confidence with Visa, knowing their card is protected if it’s lost, stolen or fraudulently used.
It's this kind of trust in service that creates long lasting success for local retailers. As an entrepreneur, O’Rourke says there is something special about running your own business and being able to shape the experience, helping them stand out in a crowded market and against online competitors. This control over the direction of the business and passion for delivering a high-quality service at great value has led to a loyal customer base. Given the nature of the business, innovation is paramount, and Frame continues to evolve, so they can surprise and delight customers.
O’Rourke has his finger on the pulse of what customers want and expect, and his willingness to constantly adapt continues to benefit his growing business with every small change making a big difference. For example, O’Rourke was surprised that fewer people carry cash with them nowadays, with more customers opting to pay by card or mobile payments, to pay for bills as little as €2.
“Less and less people carry cash with them nowadays. It’s a no brainer that you offer customers the choice they want,” says O’Rourke.
Offering card and contactless payment options and being able to cater for the different ways people want to pay turned out to be a win-win situation, as staff spend less time on tills and more time engaging with customers, ensuring that the quality atmosphere won’t disappear.
This is extremely important to O’Rourke who values his customers and takes his role in the community very seriously. His commitment to the community is evident in his desire to constantly evolve and improve. O’Rourke’s search for his niche has truly paid off and the future looks bright for this passionate business owner.
“You have to think outside the box. If you can think it, you can do it,” he concludes.
Looking forward, O’Rourke has plans to expand his food offering and perhaps introduce a late-night wine and cheese offering. He also hopes to continue hosting small exhibitions for Irish artists who don’t have the platform to showcase their work.
Watch this space.
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