HP Innovation Journal Issue 15: Summer 2020 | Page 47

STATION 7
LAUREN TILDEN, OWNER
SEATTLE, WASHINGTON
“It’s a silver
lining. Without
this happening,
I would not
have had online
shopping up
and running
anytime soon.
”
Shopkeeper tip: Be resourceful.
Create an online experience, fast.
PHOTOGRAPH BY SAMANTHA WITT (LAUREN TILDEN)
goods. “Everyone wants something that makes them feel
better,” says Diwa over a display of creamy body butters
and lotions. On the Meus site, shoppers can “give the
gift of comfort” with care packages that have names like
“Hang in There” and “You Got This.” McGervey is also
experimenting with new offerings, selling Surprise Boxes
filled with books that staff curate after customers answer
questions on their preferences, along with extras like tote
bags, coloring pages, or bookmarks.
The business owners say new offerings like these will
likely last well after brick-and-mortar stores reopen
Station 7 assembled care packages featuring products from
local Seattle makers, left. An Instagram Story showing off
Station 7's first shipment of online orders, middle. A sign
informing customers of their new online shop, above.
with new policies and practices in place. McGervey, for
example, envisions reopening her physical bookstore
with appointment scheduling, to limit the number of
customers at any given time, while continuing virtual
author events and home book deliveries.
Shopify’s Elliott says this ability to evolve quickly to
meet new challenges will help entrepreneurs survive
the current crisis and potentially emerge stronger in
the post-COVID era. “They have creativity and determination,”
she says. “The pandemic will not stop them.
They’ll just find a new way.”
INNOVATION/ SUMMER 2020
45