Retail Logic
Bug Art
We all need a little variety in life.
But how do we incorporate it into our
card ranges? Terry Harvey has a few
suggestions
Spice ce UUp Your Your LiLife
f I go back to my earliest days in this Here are some ideas that will help you get
I
industry I have always harboured a great the best from introducing some ‘weird and
Rules of the Spice Trade
desire for ‘niche product’. Finding those wonderful’ product to your shop. 1 Do not over do it. You are looking for a
little pockets of gold that add a little The stock control in all of my stores is ably
subtle introduction of something different
excitement to the range and hopefully managed by a couple of the big publishers.
not a complete store makeover.
a little profi t is one of the pleasures of my They provide a wonderful array of cards
business. covering all the areas I could wish for and they
But it can be a bit of a problem fi nding do this with tried and tested designs providing
2 Open with primary relations (the mum,
the space, particularly when you look at the a high success rate. Essentially they fi t the
the dad, the daughter etc), landmark ages
defi nition of niche: 1000 customer rule.
and landmark anniversaries. These are
‘A position particularly well suited to the However, I want to stand out a little and the areas where people dig deep in their
person or thing that occupies it’ provide something for that special customer.
pockets.
I quite simply do not have the positions that Basically, I want to add some ‘spice’.
are particularly well suited to ‘niche product’. This is where I have coined the phrase,
3 Do not introduce Spice designs to
Part of me has always wanted to own a true Spice Suppliers. You’ve all seen them at the
specialist card store, which would enable me
Whether it is
trade shows, the most beautiful, bejewelled
your stock control. The small turnaround
to scour the world for the most ‘nichey of cards with exquisite designs and a price tag
of tickets could see you spending out on
niche’ for my customers to marvel at.
a completely
that sees you edging off the stand smiling and
carriage or dealing with empty pockets
So why haven’t I done it?
fresh
nodding as you go. whilst you accrue tickets. Simply replace
Fundamentally, the location of my stores. These are the products I am referring to but
an existing design on your card rack and
The prevailing footfall and the demographics of
concept or
how do you add Spice without getting chilli
hold the original ticket back ready to
the areas I serve simply would not support this
simply a
pepper in your eyes?
reinstate it.
kind of store. You see, I like to grade products Finally, I am sure we would all agree these
by my 1000 Customer rule - i.e. how many new spin on purchases are undoubtedly the most enjoyable
of any given product will you sell for every to make so enjoy them. A little bit of what you
4 Know when enough is enough. If you
an old idea,
1000 customers who come through the door? fancy may feel a little indulgent but it does
have something for long enough you quite
Naturally, my aim is to spend my money on we all want make good business sense if you follow the often get used to it and crave something
items with the maximum sell-through rate and
to stand
rules. The value of these products should not
different. Sell it through and get a new
try to score a sale within 1000 customers. In be gauged purely on the direct revenue they
spice.
my quietest store this could mean an average
out from
provide but on their ability to promote interest
of only one item per week of any given and confi dence in your store; this element may
product.
the crowd
be hard to quantify but believe me when I say
5 Value for money. This does not
The problem with niche product is it will
and product
it is an important factor.
mean cheap, it is a reference to the fair
not even come close to scoring on the scale
exchange of cash for an item of equivalent
and without a tremendous footfall or a very
blend is
Spice Suppliers value. As with everything you sell, ensure
discerning public you will not survive; certainly
always the
Bug Art – I saw this publisher’s ranges at the value is evident in the design, the
not long enough to develop the reputation or
Spring Fair and have put them on my Spice
following you deserve.
starting
quality and the uniqueness of the product.
list.
So should you avoid niche product?
point.
Saffron – Manufacturers of some beautiful
There’s no need for me to answer this
6 Be a little bold. Spice suppliers are well
embroidered cards that sell for silly money.
question because you already know the
aware that retailers are risk averse and are
Splimple - Nche by virtue of their unique
answer. Without ‘niche’ our stores would have
often happy to address this challenge with
wordy nature.
all the appeal of a service station spinner. offers of ‘sale or return’ on their product.
Flame Tree - Which produce a wonderful
Besides, we are blessed to work in an industry
Step forward and make a proposal but
with such breadth and diversity it would be
range of products including cards, gifts,
a crime not to explore some of the avenues
stationery, wrap and dressings.
remember, they are in business too and
available to us.
Museums & Galleries – Another Spicy option
the numbers need to add up for both
Then there is also the common thread that
for me
parties. For this privilege you may wish to
binds the majority of business owners and
Really Good - They would probably be
consider taking on a slightly wider range
that is the desire to be different. Whether it is a
considered mainstream but they are defi nitely or running a promotion over a set period.
completely fresh concept or simply a new spin niche for my market. Any remaining product also needs to be
on an old idea, we all want to stand out from Cardmix – Again, not a niche company but
returned as it was received, unmarked and
the crowd and product blend is always the they do have niche product, which we have
fi t for re-sale.
starting point.
used.
20 Greetings Today
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