Business SMART:

Getting Beyond Embellishments
 

By: Fran Saperstein
Vice President & Publisher, A-Z Media Group, Inc.

Last week we discussed the need to go back to our “roots” as an industry. By that, I mean focusing on the memories, the photos, and making scrapbooking easy for people to begin without making a huge investment of time, money and space.

Several of you responded to my query of how we should make changes to the industry to support these scrapbookers. Thank you for sharing your ideas and comments. Below is a synopsis of some of your comments and recommendations:

For both, manufacturers and retailers, our first suggestion is to keep it simple. While elaborate examples are great for your seasoned customers, it is important to offer alternative examples that showcase basic techniques for beginners and first-timers. If a potential scrapbooker sees a project that they think they can create, they will be more likely to attempt the project. They will turn to you for ideas and suggestions, and of course, product!

Manufacturers:

1. Create products with low price points in mind. A beginner or newcomer to the craft might feel overwhelmed by the price points of embellishments, tool kits, etc...

2. Some manufacturers have had great success in marketing $1 programs. The $1 MSRP entices customers, and is a perfect starting point to introduce new scrapbookers to patterned paper, stickers, and creating more lively pages.

3. Package products so that a consumer can see either by a photo or clear packages what is inside an assortment pack. Sales will be limited of a multiple sheet paper pack if the consumer can only see the design on the top sheet. (Think of how calendars are sold (with mini photos of the images inside.)

Retailers:

1. Stock items that make it easy for a beginner to “get their feet wet.”

2. Create packages with lower price points that take some of the guesswork out of shopping will be a big hit. Look for coordinating paper packs, embellishment starter kits, sticker assortments, and even page kits from leading manufacturers.

3. Don’t wait for the manufacturers to put together kits that will entice a beginner. Work with customers in your store, or with sales people to put together packages based on collection or experience level.

4. Consider creating kits with specific projects in mind – a wedding album, for example.

5. Create kits that introduce a new product collection or manufacturer to your customers. There is added benefit in this for you – you’ll increase your turn rate, and increase your profit when you are selling multiple products in one sale, rather than allowing the customer to choose a single sheet of paper from a collection. Merchandise the products with completed projects and layouts that can be completed with the featured kits.

6. Don’t be afraid of desegregating some of your products in your store. If it doesn’t sell, clear it out by putting it up front on a clearance spot. This will help you turn your merchandise and will help you replace the merchandise with more sellable products.

7. Offer beginner classes that feature the simple projects you display. Place sign-up sheets for beginning scrapbooking throughout the store. Make it easy for people to sign up for this class. Offer it for free or free with a purchase. You’ll gain customer loyalty and convert someone to the craft quickly.

8. Create a display that shows items categorized by:
a. New Products
b. Most Popular
c. Great for Beginners or Scrapbooking Essentials
These areas will be effective for all of your customers. A seasoned scrapper might see an item listed as “essential” in the beginners section, realize that they don’t have one, and snatch one up.

9. Print “Layout of the Store Maps”. These can provide even your seasoned consumers with information on how your store is laid out. If the consumer is not aware of where the product is found, she cannot purchase it.

These are just a few of our suggestions. What are yours? Email me at publisher@a-z.com and we’ll continue this discussion.