If there’s one thing Sinéad O’Sullivan knows best, it’s what customers want. Having spent years learning the ropes in Dublin’s most fashionable boutiques, by 2008 she was ready to go it alone.
Friends and family thought she was mad to open a women’s clothes shop during Ireland’s economic recession. But Sinéad had listened and learned from countless customers. She trusted her instincts and opened Fifth Avenue in Gorey, County Wexford in April 2009.
“We’re still going strong,” laughs Sinéad, “adapting, growing and always focused on delivering a personalised, high-quality shopping experience.”
And she’s still listening, all the better to understand her customers’ wants, needs and expectations. “We interact with our shoppers all the time – whether it’s in-store, over the phone or through our social media platforms. We post regular ‘try on’ videos, showcasing our latest pieces, so customers can phone us to place orders when they see something they like. Then they can either call in to collect it, or we’ll post it to them.
“It’s a mutual relationship, really. We never rest on our laurels because there’s always more to learn from our customers.”
Payments and the personal touch
Just as fashion trends change with the passing seasons, Fifth Avenue also keeps pace with payment trends.
“Customer service is at the heart of what we do at Fifth Avenue. It’s not just about selling clothes; it’s about giving our customers that personal touch and that includes a choice of payment methods – so they can pay however suits them best,” says Sinéad.
“Digital payments have really enhanced the shopping experience. Elavon makes it easy, whether it’s a quick tap at the counter or paying remotely after seeing something they love online.”
Sinéad O’Sullivan, owner of Fifth Avenue
“Customers can pay using their credit and debit cards, using their phones or watches, or using their favourite digital wallets such as Apple Pay, Samsung Pay or Google Pay," she adds.
Ever since Fifth Avenue’s initial setup with Elavon, the shop’s payments system has adapted seamlessly over the years. “As we’ve grown, scaling was just as easy. We added portable terminals around the shop and the facility to take phone payments, so we could take orders relating to our social media views.
“This has opened up a new revenue stream for us, in addition to our all-important passing footfall,” Sinéad explains.
“Elavon helped us to maintain and grow our revenue by keeping things running smoothly, even when we couldn’t be in-store due to COVID-19 restrictions. We realised how essential digital payments were and had to move fully digital just to continue operating.”
