“what’s new?” vs “what’s Hot?”
“What’s New?”
by: Paula Jones
vs
“What’s Hot?”
One thing I realized while attending classes, I made a point of asking manufacturers what was hot, instead of
seminars, and booths at CHA Summer, is that it is what was new, and was surprised by the results. I found products I
not so important to ask “WHAT’S NEW” as much as had overlooked that the manufacturer could not even keep in stock.
“WHATS HOT”? Is there a difference? YES! Also, by visiting the booths on the second and subsequent days of
the show, the manufacturers could give me a better sense of the new
By constantly asking what is new, we are pushing products that were selling the best. I even went as far as to ask, “Of
the industry to create new stuff all the time, whether your new products, which have been the five top sellers at this show?”
the product is good, bad or down right ugly. New By changing the word new, to hot, I could take advantage of general
products do not have a proven track record, and sales information other buyers were not aware of. My purchases
although sales may initially be fair, or even great, were not based purely on impulse, but rationalized by the impulse
just because they are new, this does not mean the purchases of others! I hope that makes sense.
products will have any lasting shelf life, or even make
the manufacturer or retailer any profit. Humm, so this leads me to the question: can we change the phrase
“What’s New?” to What’s hot?” on the retail sales floor? eW all have
By asking “What’s Hot?” we are asking for products customers that come in and ask, “What have you got new?” Next time
with a proven sales history. This may not necessarily they ask, redirect the thought… “Let me tell you what’s hot”. Chances
be the latest new release, but wouldn’t you rather are they will not even realize the distinct difference in your response.
buy an item with a proven sales record instead of If you have a POS system you can tell which are your best stickers,
the unproven new product that might be risky? After best line of patterned paper, or best selling adhesive. You may even
all, the largest part of the market is not the advanced be surprised at what you find. This kind of exercise may lead to self-
scrappers, but the beginners or intermediates that fulfilling prophesies, but too many emotional purchases may not be
really have no clue what is new? I am not saying good for any businesses bottom line. Oh, and make sure you tell your
we should not buy new stuff, of course we have to, staff what the best sellers are, so they can pass on this information.
but we should temper our purchases, and broaden Posting bestseller signs over specific products might be helpful.
our perceptions, to take advantage of information
freely available about best sellers that we may have We all need to buy new products; however, making informed
overlooked. decisions based on solid facts just makes good business sense.
Copyright Paula Jones 2009
Paula Jones is the Director of Operations for the CCHA, the Canadian Craft and Hobby Association. For
information on CCHA contact
info@cchacanada.org or
www.cchacanada.org.
68 scrapbook business
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