Mix 'n Match
Pull products from each category, and surprise customers by the selection
By Quinn Halford, Editor-in-Chief -- Gifts and Dec, 7/1/2005 12:00:00 AM
One of the complaints we heard from retailers surveyed for our 2005 Retailer Comparison Survey was the competition they face from big box retailers selling the same products as specialty retailers. The scarcity of unique product was another complaint. It's getting harder to find new merchandise that isn't already, or soon will be, on the shelves of Target and the others. We recently visited a Hobby Lobby store in High Point, North Carolina, and were stunned by the array of “familiar” merchandise we saw. Copies of Sid Dickens wall tiles and H&K metal sculptures were just two examples that leapt out (the quality wasn't nearly as good as the originals, of course). For the most part, the big boxes remain price-driven, catering to a specific customer base. All their products fall within certain price ranges.
Which gives the specialty retailer an opportunity: to mix a variety of merchandise with a wider range of price points. And that brings us to this month's cover story, “20/20 — 20 Gifts Under $10 and 20 Gifts Over $50.” As a matter of fact, a couple of the higher-priced items approach $500.
The savvy retailer can pull products from each category, create arresting displays, and delight customers who will be surprised at the selection. Even if some are deterred by the higher-priced stuff, they'll be motivated to buy the cheaper merchandise because of its perceived value. We've presented a selection of 40 “over and under” products, beginning on page 50, but there are hundreds, if not thousands, of choices. Pick those you know will resonate with your customers' tastes, but apply your sense of what mixes and matches. It's one way to “think outside the big boxes.”
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