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April's
Articles for Giftware News:
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Extra! Extra!
November 13, 2006
This past year, in an attempt to better understand the quilting
industry, I visited many quilt shops. What I learned was that
this industry was selling much more than products. They were appealing
to their customers' interests in many additional ways. Quilting
classes, expert demonstrations, technique classes, competitions
activities that went beyond the scope of most retailers. But
these additional activities also created many more interactions
with the shop, and they also continued to sell product into these
other events. Some of these classes included a fee and were after
hours; others occurred during store hours.
I saw the same at Sur la Table cooking classes by experts—and
of course they used their beautiful pots, bowls and pans and set
the table with pretty mats. I saw it at Pottery Barn Kids story
hour for children. The scrapbooking stores do similar things
they make up scrapbook pages and show customers how they can do
them themselves. They organize special technique classes and have
the materials available that will be used.
Knitting shops they always have aspirational pieces made up
for the customer to try. They usually offer classes, too. There
are wine tastings you know you'll sell wine with that one
and book signings where customers can meet an author and shop
too. Even my chiropractor gives nutrition classes and sells vitamins
and recommends other experts in yoga or massage to his patients.
So I am wondering is there an added value that gift stores can
build on for their customers? Are there secondary businesses lurking
within your business ones that use the expertise, product and
location that you are already invested in?
In these days, when competition is stiff for both price and product,
how can you maximize what you have your inventory, your rent
and your passion?
Try to get some extra with your extra. |
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