This year started with so much doom and gloom about the future of the retail industry, in both industry and national press, that even I, the eternal optimist, couldn’t quite stop that voice in my head whispering ‘Is this the beginning of the end of the high street and greeting card industry?’
A handful of trade shows later, both home and abroad, and I am delighted to say that ‘the voice’ has been happily silenced, largely down to the quality and commitment to design that I’ve seen.
Wandering around the shows it was incredible to see the volume of great new designs and products on offer across the board, but I have to give a special shout out to The Art File which continues to go from strength to strength with 13 new ranges on offer as well as numerous range additions already this year – impressive stuff.
In the weeks since the trade shows orders have been placed and I’m eager for the new arrivals to begin rolling in so we can recharge our collections and bring something fresh to our customers, keeping them interested and more importantly coming back for more!
This fresh outpouring of designs from our publishers throughout the year is truly what enables us (and other indies) to give our customers what they want and ultimately keeps us in business. Clearly it’s a two-way street, given that it would be difficult for publishers to reach the same volume of customers without retailers, but it’s inspiring to see them keep pushing the boundaries and coming up with fresh products and ideas, even when there are rumblings about the future of the high street.
As retailers we should be aiming to do the same as publishers and keep refreshing our product – ie our store environment – keeping it as exciting and interesting as possible for our customers, enticing them back again and again.
It’s no secret that the way people shop is evolving and as retailers we simply have to keep pace with these changes or we’ll be left behind. Customers today are far more discerning then they were even 10 years ago and will more often than not expect their shopping experience to reflect the quality of the product they’re buying.
While online sales continue to grow, the physical thrill of picking, buying and taking away a product you love there and then means the high street still has a lot to offer and is a long way from being deserted. From my experience this is especially true for smaller items like cards and stationery.
That said, while customers still want to shop instore they do also expect a smooth journey across all shopping channels – offline, online and social – and want to be able to look or buy from anywhere. Browsing at home online before hitting the high street is now the norm for many customers who can now be left perplexed to find a bricks and mortar retailer without a website.
While you may never sell very much online, I do believe that having an online presence does add value and increases your visibility, leading more people instore. Once instore, as retailers we need to go all out to engage with our customers, understand what they want and keep them interested. Great layout, lighting and product range are essential, as well as, of course top notch customer service.
Larger retailers are fast cottoning on to these changes with many offering online ordering instore for home delivery, cafes, bars and even gyms so customers can socialise while they shop as well as the ability to buy from anywhere (be online or via social media channels).
Realistically smaller business can never offer this level of interaction but it’s not necessary as this really isn’t what our customers are looking for from an independent. Here they want to feel part of their community, that they’re involved in something unique, and that their support is making a difference to the local vicinity – but they also want a pleasurable shopping experience and great products.
For me creating this kind of exciting and inspiring shopping environment is the part of retail that really excites me the most, even before making a profit. Getting people excited about buying cards is the key to all of this and we’re always thinking beyond the shopfloor, trying to come up with ways to engage with our customers and not just about our shop but about the industry as a whole.
Perhaps counter-intuitively our campaigns are not driven by a desire to increase sales instore as I think we need to be really careful about over commercialising our industry and putting people off the simple pleasure of sending and receiving a handwritten note in the drive to make a penny or two.
As retailers, I really believe we are far better off, creating great retail spaces and promoting the joy a card can bring in a non-commercial way as the natural benefits for us all will follow.
