Mix It Up
Adding kids' items to the product mix; creating an engaging website on a budget
By Carol L. Schroeder -- Gifts and Dec, 4/1/2008 12:00:00 AM
Q: Beanie Babies and Webkinz, the last two really big trends in the gift industry, have both been children's items. This has me wondering — am I missing the boat by not selling toys in my stationery shop?
A: As tempting as it is to get in on a profitable fad, you need to keep in mind whether this type of merchandise will fit with your store's image. Would there be a logical place in your shop to feature children's items? And if you decide to carry plush or other toys, what type of merchandise would best fit?
Even if you decide that the trendy toy of the moment isn't right for your store (and it's easy to get burned on “hot” items, as many of us have learned from experience), you might still want to consider stocking some merchandise aimed at children. After all, everyone has a child, knows a child, or has been a child.
Items for children are particularly good for impulse sales, especially if they're well designed and sold at a reasonable price. Parents are often looking for an unusual present for their child to take to a birthday party (and the standard price for a birthday gift has gone up considerably since my kids were little). With fewer babies being born, shower guests are willing to spend more for a special baby gift, especially if it's something that will be a lasting memento or a useful item for new parents.
Educational toys are a particularly strong category for the gift market. Many parents will buy an item on impulse if they think it will serve as both a plaything and an educational aid. And retro toys are often purchased with a nostalgic adult in mind, perhaps to provide a bit of levity to an office setting or whimsy at home.
For a stationery shop, start by looking at kids' thank you notes, birth announcements, and party invitations aimed at children. Add some children's frames to your mix, and perhaps a few clever board games and books.
Other types of gift shops can also add toys to their mix. A bath shop can expand its sales by adding tub toys, children's soaps and even special towels and robes. Our gift and gourmet shop does very well with children's aprons and baking tools, as well as stocking stuffers and plush ornaments in the holiday gift area.
Even if you decide not to carry toys, you might want to have a basket of books and playthings on hand to keep children occupied while their parents shop. Paying attention to small shoppers is one of the hallmarks of a good specialty shop.
Specialty Retailing 2.0
Q: We developed our store website about ten years ago, and it really needs updating. We can't afford the bells and whistles I see on the Target and Macy's websites. Is there any way to compete?
A: Think of your website as another opportunity for you to declare, “I'm an independent retailer and proud of it!” Instead of trying to imitate the big chains' sophisticated sites, start by making your site as personal as possible.
Why is it that most shopkeepers act as if they're in a witness protection program when it comes to their websites? One of the reasons shoppers support a local business is because they like to know the people behind the business. Greet visitors to your site with a personal welcome, including a picture of yourself and your shop.
Your website gives you the opportunity to speak directly to your customers in a more relaxed manner than time sometimes allows in the store. Consider writing a blog that allows customers into your world. (See Debbie Dusenberry's blog at www.curioussofa.com for an excellent example.) You can discuss new products you're excited about, and supplement text with images taken with your digital camera.
Customers love bestseller lists, so even if you don't feature a lot of products on your site, consider maintaining a gallery of hot items or specials. Update these fields periodically. Another way to customize the site is by asking employees to list their favorite products, illustrating their recommendations with digital images. Bookstores often highlight “staff picks”; there's no reason you can't do the same on your website.
A calendar of events will give customers an idea of the retailing you have in store. Be sure to set this up so that you can update at your store computer.
Keep your store's image in mind when redesigning your site. The look of the website should blend seamlessly with your store concept. Use the same colors, fonts and style so that the website reinforces your brand.
If selling merchandise online is an important part of your business plan, be sure that customers get the same excellent customer service online that they do when in store. Provide a phone number and email address for customer contact, and respond to queries and orders promptly.
In a recent issue of Stores magazine, one of the features that customers frequently mention as attractive is flat-rate shipping. Can you build some shipping costs into your pricing to offer this benefit on certain types of orders? It might help you compete and gain a larger share of Internet sales. And don't forget that many customers are in a hurry. Expedited handling and faster shipping at a higher rate than usual can also be a source of increased profits.
Unlike Amazon and other online giants, an independent retailer can offer the option of in-store pickup. This will save customers money and bring Internet shoppers in to see everything you have to offer, undoubtedly leading to add-on sales.
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