SUMMER 2015
THE DEFINITIVE RESOURCE FOR INDEPENDENT LIFESTYLE RETAILERS
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contents
inStore VOL. 01/NO. 04
40
VINTAGE Industrial CHIC Lovers of vintage industrial style flock to V de V in Montreal, Que.
PG 21/ Candle sales burn bright in the fourth quarter
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inStore. Summer 2015
THIS ISSUE
SUMMER 2015
48
inSight
23 inStyle
DEPARTMENT
FEATURE
19 Deck the Halls
54 Ornaments of Desire
Candles for Christmas
23 At Home
104 Trend Tracking
Must-have décor
25 Tray Chic Serving Trays
FEATURE
66 Party-Perfect Fashions Chic fashion and jewellery for the holiday season
86 Party Flavours
The latest tabletop, housewares and gourmet food
97 Baby & Children’s Gift Guide
The best new products for babies and kids!
17 Hello! 40 Shop Profile
111 Profitable Pricing Strategies
Holiday decorating trends
21 Seasonal Scents
10 Mailbox
109 SEO Smarts
inStock Holiday décor
DEPARTMENT
Up-to-date market intelligence from major North American gift and home décor shows By Marilyn Nason
54
112 The Last Word
inForm
FEATURE
62 First Impressions
DEPARTMENT
When your doors open for business is your store ready for company?
27 News & Notes New lines, launches, industry goings-on and upcoming trade shows
27
By Barbara Crowhurst
80 Advertising Smarts
The advertising mediums that work and how you can best utilize them By Claire Sykes
94 The Big Switch
Adopt a customer-centric mindset and the profits will follow
FEATURE
48 Enchanted Mantles
How to style a magical mantle By Leslie Groves
inStore. Summer 2015
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inSpire. inForm
THE DEFINITIVE RESOURCE FOR INDEPENDENT LIFESTYLE RETAILERS
instoremagazine.ca
Editor & Publisher Erica Kirkland ekirkland@instoremagazine.ca Design & Layout JM Design Contributing Editors Barbara Crowhurst, Leslie Groves
Dedicated to helping The Independent Retailer to grow their business Services: Retail Store Design, Retail Business Coaching, Web and E-Commerce Site Design
Advertising Inquiries advertising@instoremagazine.ca Editorial Submissions editorial@instoremagazine.ca Mailing Address 103 Niska Drive Waterdown, ON L0R 2H3 Contibutors Barbara Crowhurst, Will Fournier, Leslie Groves, Marilyn Nason, Castlerock Studios, Claire Sykes
Dedicated to helping Independent Retailers grow their business Services: Retail Store Design, Retail Business Coaching, Web and E-Commerce Site Design
Barbara Crowhurst, CEO Retail Makeover
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North America’s Leading Retail Store Designer + Business Coach Office Line: 905.686.8898 Mobile Line: 416.522.8169 Email: retailmakeoverca@gmail.com www.retailmakeover.ca Blog: www.retailmakeoverblog.com Web Design Services: www.retailmakeoverweb.com
inStore. Summer 2015
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InStore is published four times a year for independent retailers in Canada selling giftware, home décor, fashion accessories and lifestyle items. The magazine is mailed to 12,000 stores including gift, home décor, hardware, pharmacy and florists. © 2015 InStore Magazine. The contents of this publication are the property of InStore. Reproduction or use of the contents in whole or in part, for any reason, is strictly prohibited without the written consent of the copyright owner. The publisher is not responsible for product claims made by the companies mentioned herein. Printed in Canada Publication mail #40841587. Return undeliverable Canadian addresses to: InStore Magazine, 103 Niska Drive, Waterdown ON L0R 2H3. Email editorial@instoremagazine.ca
BONAVISTA BOVI HOME 514 273 6300 / 1 800 361 6695 • info@bovihome.com www.bovihome.com Come visit us at the CGTA – Hall 8 Booth 8487
inSight Mailbox
SPRING 2015
THE DEFINITIVE RESOURCE FOR INDEPENDENT LIFESTYLE RETAILERS
TELL US WHAT YOU THINK! Thank you to everyone who took the time to write to us. If you have something you’d like to share, email editor Erica Kirkland at ekirkland@ instoremagazine.ca.
Welcome Back
Glad to see you back with a great magazine!
FALL
STOCKROOM STRATEGIES 2014 RETAILER OF THE YEAR HOME DÉCOR TRENDS
FASHIONS, JEWELLERY, HOME DÉCOR AND FESTIVE MERCHANDISE
In the
Buff
Anthony Adamo Adamo Imports
Tips of the Trade
Love the new magazine. I’m always interested in new products and tips of the trade, as well as the store features. Keep up the good work!
Theresa Chalus Nipawin Florist/Twisted Tree Nipawin, Sask.
Case for Categorization
Your comments regarding the need for categorization at the Toronto Gift Fair (Full Disclosure, page 9, Spring 2015 edition) are something that I’ve been telling show management for over 20 years. I led the categorization of the housewares area two decades ago, when we relocated 12 exhibitors from the old Dixon Road halls to Hall 8 at the Congress Centre. Even though we were few in number, our sales improved significantly. Our staff and customers were happy to work in this focused and fresher environment. Finally show management took over and guided the balance of housewares exhibitors to the Congress Centre and into Hall 7 where it remains today. But the exercise was never continued to include other categories, as you have observed in your comments. Although your suggestions of categorization and experiential enhancement would work, I’m afraid it’s too late and no amount of tweaking will save the show.
Richard Gould Pangea Sales
Canadian Vendors
We love receiving your magazine! We sometimes find it difficult to find quality Canadian vendors and your magazine is a great resource for us.
Amanda Russell Prose Fashion Boutique Ottawa, Ont.
Hey Good Looking
The Spring 2015 edition looks amazing! Congrats.
Kimberly Oakes Danica & Now Designs
Pre-Show Marketing
I have been doing trade shows for 17 years. When I first started doing gift shows, I was surprised at how many customers walked by my booth without stopping. I thought I would attract buyers with my lovely products. What I learned after doing many shows, waiting to be discovered, was that buyers pre-plan their buying trips. They have a list of suppliers decided on before the shows. Once I began to place advertisements prior to the shows, buyers arrived with my company on their list of booths to visit. This made a major difference to the success of my company. Advertising is one more expense, however it is a key component of trade show success. Karen McKee Warm Buddy Company
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inStore. Summer 2015
my fav...
inSight Hello
Visiting Montreal during the height of festival season, when the city was alive with palpable energy, was a great way to kick off the production of this action-packed issue. I hit the city to meet up with Marie-Josée Roy, the director of marketing and merchandising at Bovi Home, and to see her wonderful home décor collection (page 112), as well as to profile Fanny Vergnolle de Villers, the owner of V de V (page 40). Thanks for the great visit Montreal!
Gamut of Goods Products, profit and pleasant customer service: the three requirements of a successful retail venture. With the Christmas buying season just around the corner, this issue of InStore focuses on the latest products, tips and advice to boost your profits, and a thought-provoking article on customer service (page 94). First, on the product front, we bring you scads of products in our editorials, not to mention the hundreds of products featured in almost 60 pages of advertisements. For an edited collection of products from dozens of industry suppliers check out our product-based features and departments on holiday décor (page 19 and 54), home décor (page 23), great gifts for babies and kids (page 97), candles (page 21), the latest entertaining products (page 86) and fashion trends (page 66). For even more insight into what products you can expect to fly off the shelves, we asked trade show expert Marilyn Nason to pound the pavement at dozens of shows south of the border and report back. Check out her insights on page 104. On the topic of profit-boosting, be sure to check out retail coach Barbara Crowhurst’s column on profitable pricing strategies (page 111). In Advertising Smarts (page 80), Claire Sykes reviews the advertising mediums that work best for retailers and gives you the nitty gritty details – right down to the days of the week to advertise. Of course, we’ve thrown in plenty of inspiration and ideas along the way. We hope you enjoy every last bit.
in this issue Fourth-Quarter Fabulousness With summer in full swing now is the time to turn our attention to the all-important fourth quarter. In this issue, we cover the gamut of goods for the season, from entertaining and party-perfect fashions
to what’s hot in holiday decorating and the best gifts for babies and kids. When it comes to entertaining products and gourmet goods (page 86), suppliers have the holiday season all wrapped up. I adore these champagne flutes from Abbott. What a chic way to ring in 2016!
Help your customers elevate their entertaining savviness with a selection of serving trays (page 25). We love the bright pink and white Kate Spade version from Paper E. Clips. For insight into emerging fashion
trends, we turned to the producers of the Mode Accessories Show (page 39) for key directions. With 200 exhibitors showing over 600 product lines, the show is the place to source fashion, apparel, footwear, accessories and more.
inStore. Summer 2015
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VISIT US IN OUR NEW LOCATION DAVID YOUNGSON & ASSOCIATES INTERNATIONAL CONGRESS CENTRE | TORONTO | HALL 2 | BOOTH #2116 | AUGUST 9-12, 2015
inStock
deck the halls
What We’re loving 2
Our favourite new seasonal products in a perenniallypopular colour palette
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1/ A graphic red and white throw from Design Home Gift & Paper comes ready for gifting with a grosgrain ribbon tie (not shown). $159 retail, 800-663-9950, www.designhome.ca 2/ Have a hoot decorating with owl figurines from Forpost Trade. $19.50 retail, 800-269-1167, www.forpost-trade.ca 3/ Comfy, cozy cushions from H.B. Promotion. $40 retail, 866-971-4553, www.brunelli.ca
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4/ Serve up cups of good cheer on a reindeer-bedecked wooden serving tray from Design Home Gift & Paper, $42.50 retail, 800-663-9950, www.designhome.ca 5/ Keep Calm and Get Your Merry On pillow from Candym. $50 retail, 800-263-3551, www.candym.com 6/ An understated, elegant juniper wreath from Indaba Trading. $56 retail, 800-746-3222, www.indabatrading.com
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6 inStore. Summer 2015
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inStock What We’re Loving
Candle sales burn bright in the fourth quarter. Plan to stock up at summer trade shows.
1
1/ Sweater-shaped candles from Design Home Gift & Paper are all warm and cozy. $14.50 retail, 800-663-9950, www.designhome.ca 2/ Bridgewater Candle Company’s Mingle Tins are available in a variety of seasonal fragrances including Funderland Tree Trek, reminiscent of a crisp fir tree. Distributed by Candym, 800-263-3551, www.candym.com
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3/ An opulent silver crackle jar candle from Soy Elegance burns for 60 hours. $22 retail, 647-857-9243, www.soyelegance.ca 4/ Crisp white stones, cedar trimmings, eucalyptus buds and holly berries make this eternal candle from Lighten Up Candles thoroughly magical. $20 retail for small, 877-841-2871, www.lightenupcandles.com
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5/ Flameless Mirage Tapers from Candle Impressions are conveniently sold in sets of two, fit standard candleholders and create a gorgeous dancing flame. $35.99 retail, 888-644-4373, www.candleimpressions.com
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6/ Change scents in seconds with Yankee Candle’s new Scenterpiece system. The Easy MeltCups can be safety switched out for a different fragrance. Distributed by David Youngson & Associates, 800-370-4857, www.youngson.com
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inStock What We’re Loving
at home
The hot home décor items on our radar screen
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1/ Plaid nesting boxes from Design Home Gift & Paper. $115 retail, 800-663-9950, www.designhome.ca
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2/ A stunning copper pendant light from Superliving, distributed by Fresh Danish. $109 retail, 416-806-9287, www.freshdanish.com 3/ A faux log candleholder, in a delightful golden hue, from Candym. $57 retail, 800-263-3551, www.candym.com 4/ Multi-coloured lamb’s wool blanket from Klippan. $299 retail, 613-858-0655, www.klippan.ca
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5/ Metal woven basket from North American Country Home, $88 retail, 888-303-2221, www. northamericancountryhome.com
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6/ Zig-zag print frame from Indaba Trading. $25 retail, 800-746-3222, www.indabatrading.com
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inStock The Round-up 2 1
tray chic
A round-up of stylish serving trays
1/ Kate Spade plastic serving tray from Paper E. Clips. $52 retail, 800-660-7068, www.papereclips.com 2/ Rectangular wooden tray from Abbott. $33 retail, 800-263-2955, www.abbottcollection.com 3/ Wooden square tray with decorative pattern from North American Country Home, 888-303-2221, www. northamericancountryhome.com
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4/ Oval mirrored tray from Canfloyd. 800-263-3551, www.canfloyd.com
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5/ Corkboard serving tray from Harman Imports, $40 retail, 800-363-7608, www.harmaninc.com 6/ Square wooden tray from Abbott. $60 retail, 800-263-2955, www.abbottcollection.com
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Uniquely different as your customers. SOFA: Source of Furniture + Accessories is Canada’s premier design destination for furniture, décor and inspirations. Here is where designers shop to celebrate what is now and best in products, colours and trends for the coming year in forty unique showrooms. Open to Trade Only Tuesday – Thursdays 10:00am to 4:00pm
SKARS Ceiling Fixture Antique Gold Metal 12x12x12, Max Length 72"
The International Centre, Hall 1 6900 Airport Rd, Mississauga, ON For more info, call 905.678.5626
Luxurious Materials, Timeless Design Visit Our New shOwrOOm!
We are two local gals who design all our own stuff. We have the honour of collaborating with experienced artisans in India. We love surprising pops of colour, rich textures and luxury materials. We never forget to have fun, but it’s always tastefully done. The result? Standout throw pillows, metal furniture and classic, lifestyle accessories.
Sofa Marketplace, Suite 209 the international Centre, 6900 Airport rd, mississauga, ON
Visit us at www.turquoisepalace.com
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inForm News & Notes
News & Notes THE GOODS
Inside Track NEWS IN BRIEF Candym Streamlines Operations Candym has completed the final phase of strategic restructuring for their Candym, Accent Imports and Canfloyd divisions. The Accent Imports sales division has been dissolved and the brands are now represented by Candym. The company has also relocated Canfloyd’s warehouse and showroom operations from Richmond Hill to its head office in Markham, Ont. “Consolidation of our showrooms will allow us to create a ‘one-stop’ shopping experience . . . and make each retailer’s visit fruitful and productive, particularly for out-of-province customers during the Toronto Gift Fair,” said Kathryn Hunter, vice-president of merchandise. Nostalgia Turns 20 Nostalgia Import Canada is celebrating its 20th year in business this summer. Over the years, Nostalgia has become adept at providing customers with the right products, at the right price, at the right time. 800-785-7855, www.nostalgia-import.com Enesco Partners with Lolita Enesco has signed a license agreement with Designs by Lolita to manufacture and distribute the glassware brand through 2018. The collection will premiere at Enesco Canada’s booth at the August Toronto Gift Fair under the Cameron Collection Division. Known for artistic, festive, fun and giftable designs, Lolita’s product line includes hand-painted wine glasses, pilsners and other glassware. 800-263-7095, www.enescocanada.com
Global Amicia’s New Glassware Collection Global Amici, based in San Diego, California, has added a significant number of SKUs to its fall lineup. Distributed in Canada by Edenborough, the houseware and glassware line includes handmade Mexican drinkware, food storage jars, bottles, Italian glassware and canisters. The latest introductions include Augustine Hurricanes for fall featuring an angled tulip shape and a bright amber hue, along with the Water Tap Collection of recycled green glass bottles and glasses, all made in Italy. 800-265-6398, www.edenborough.com
Anne-Marie Chagnon Celebrates 20 Years Montreal jeweller Anne-Marie Chagnon is celebrating 20 years with an exhibition at Maison de la culture Notre-Dame-de-Grâce that showcases her most memorable jewellery pieces from the past two decades. From her very first creations to her most recent collections sold on five continents, through outstanding collaborations such as her association with Le Cirque du Soleil. 877-818-0499, www.annemariechagnon.com
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THE GOODS
News & Notes
Inside Track NEWS IN BRIEF
Bradshaws Celebrates 120 Years in Retail Established in 1895 by J.L. Bradshaw and originally named J.L. Bradshaw China Hall, Bradshaws in Stratford, Ont., is celebrating 120 years in business. As the store’s original name suggests, the shop got its start by specialising in bone china, the majority of which was imported directly from Britain. Today, the main street shop is a multi-brand store, carrying tableware, kitchenware, bath and body products, gifts and jewellery. While the product assortment has changed over the years, relationships with suppliers remain in place, some of which have existed for over a century. In 1975, Bill Wreford, a sales rep with J.L. Bradshaw’s wholesale division, purchased the retail side of the business with his father, Gordon. Gordon retired five years later, and Bill and his wife Sharon ran the business for the next 32 years. In 2006, their son Jeremy and his wife Carrie took over the business upon Bill and Sharon’s retirement. (The wholesale importing company J.L. Bradshaw is still operated by the Bradshaw/Rowe family.) Originally located at 84 Ontario Street, Bradshaws moved to its present location at 129 Ontario Street in 1983. With the help of local designers and tradespeople, Bill created a new space tailored to its product selection at the time. In the mid80’s, Bill opened a stand-alone kitchen store, Kitchen Detail, and a Crabtree & Evelyn store down the street. Ten years later the stores were combined under one roof. The current shop boasts 4500 square feet of retail space, comprised of many small departments and shop-in-shops. “The store ran as a china shop more or less the first 80 years of existence, then as people’s values began to change, the store adapted to address some of the new interests: less formal dinnerware and collectibles and more focus on lifestyle, home entertaining and products to address the growing food culture,” says Carrie Wreford. An online shop was established in 2013, and marketing has changed with the times to a larger emphasis on web marketing through a blog, social media and various online advertising initiatives. “It is our goal to remain relevant in a constantly changing retail landscape, with the hope that we’ll still be around in another 120 years,” said Jeremy. Both Carrie and Jeremy attribute the store’s longevity to an ability to change with the times while staying true to the store’s reputation for quality. www.bradshawscanada.com
Head to Toe Coverage Chéné-Sasseville is unveiling a brand new collection of duvet covers made from ultra-soft European fabrics along with a new table linen collection for Christmas 2015. 800-463-1237, www.chenesasseville.com
Strapless Shapewear New shapewear from Chic & Savvy offers full coverage for strapless outfits. Breathable, lightweight and made from moisture-wick fabric, the seamless shapewear creates a slimmer look as it flattens and smooths the tummy. Available in black and nude. Suggested retail is $39.95. 888-462-9131, www.chic-savvy.com
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inForm
THE GOODS
News & Notes
Lucky Feather Lucky Feather is expanding its collection this season, introducing new products and categories, including stationery, ornaments and key chains, in addition to new designs for their popular carded necklaces. New are funky Hipster Key Chains printed with fun words and carded for easy display. Keeping with the company’s focus on affordability, the keychains will wholesale for less than $5 US. Also new are three styles of Floral Sentiments ornaments, great for doors, mirrors and Christmas trees, along with Metallic Mini Journals featuring a ribbon bookmark with a feather charm. Lucky Feather products are distributed in Canada by David Youngson & Associates. 800-370-4857, www.youngson.com
Everyday Everyway Headband House of Koopslie’s newest product, the Everyday Everyway Headband, is handcrafted in Edmonton from soft bamboo jersey and leather. With seven different ways to wear the headband, in addition to pretty packaging, company owner Monika Kupczak Ainslie is confident the product will be flying off the shelves. 780-937-8035, www.houseofkoopslie.com
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Bloom & Bliss Lakapooki, a Canadian distributor of unique, modern and eco-conscious products, has introduced a proprietary brand: Bloom & Bliss. The collection of eco-friendly food-to-go items includes a collapsible silicone water bottle, reusable snack bags, wet bags and stainless steel lunch containers. 855-631-7500, www.lakapooki.com
inForm News & Notes
Journals Unlimited Journals Unlimited has been “writing it down” in the United States since 1997 and is now offering shipping direct to Canadian retailers. The company’s Write it Down series of journals feature a durable hard-cover design with a handcrafted look, printed in the United States on acid-free recycled paper using soy-based ink. Over 65 titles are available, varying in size and colour. Titles include the best-selling Bucket List Journal with a blank checklist for 100 things to do before you kick the bucket. The 100 pages that follow are a guided format to document each event which makes keeping a journal easy and fun for all ages, interests and occasions. 989-686-3377, www.journalsunlimited.com.
THE GOODS
L’Emballage Rolls Out Seasonal Packaging Packing specialist L’Emballage Tout is rolling out new collections for Christmas 2015 including Woodland Winter and First Snow shown here. The collections include bags, boxes, tissue paper, ribbons and wrapping paper. 800-361-3354, www.emballagetout.ca
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inForm News & Notes
Inside Track NEWS IN BRIEF
New Branding, Category Changes for Housewares Show New branding, graphics and several category changes are planned for the 2016 International Home & Housewares Show, scheduled to take place from March 5 to 8 at Chicago’s McCormick Place. The new branding focuses on an “It’s Smart” theme, which combines smart business decisions directly with the art used to design and market products. Show signage and visuals will reflect the melding of smart thinking and smart design. Attendees will see large mobiles and grand portals with intersecting coloured bars and semi-transparent panels showing designer drawings of products. Along with the show look, the show is refining the expo names and making adjustments to some categories to address the supply and demand for booth space. Full details are available online. www.housewares.org
Toronto Gift Fair to Unveil New Floor Plan To make the show easier for buyers to work, the organizers of the Toronto Gift Fair will not be opening Halls 3 and 4 at the International Centre for the upcoming August show. The exhibitors who occupied these halls have been relocated to other areas within the International Centre. In addition, the Bed, Bath and Linens section is returning to Hall 7, adjacent to Housewares, while Fashion Accessories has moved to Hall 12, an area that will accommodate future growth for the category. Finally, Kitchen Spotlight will return to Hall 7 to complement the Housewares category. The Fall 2015 Toronto Gift Fair will run August 9 to 12. www.cangift.org
Jewellery Show Co-locates with Gift Show The Canadian Jewellery Expo will be held concurrent to the Fall 2015 Toronto Gift Fair. Located in Hall 5 of the International Centre, the Canadian Jewellery Expo will run August 9 to August 11, overlapping the gift fair’s first three days. Each show will honour the other’s visitor badges. www.cangift.org, www.cjexpos.com
JewelPop Announces New President Brenda Wilson has joined JewelPop as the company’s new president, coming to the company with the acumen acquired over a 25-year career in retail marketing and product development with companies including Avon, Laura Canada and Birks & Mayors. Most recently Brenda was the vice-president of product development and marketing for Northern International.
“I look forward to strengthening the company’s market position by creating strategic clarity and driving innovation and sales growth.” She will be replacing Bob Smith, who founded JewelPop in 2007. Bob was the inspiration for JewelPop’s patented collection of interchangeable jewellery. www.jewelpop.com
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Fall 2015
Reading Glasses, Sunglasses & Accessories Collection
Shadowbox | CanGift 2015 Toronto Gift Fair | Hall 2 - Booth 2116 | International Centre
inForm
Show Calendar
News & Notes
AUGUST
Inside Track NEWS IN BRIEF
The Hottest Fashion Trends Fashion accessories are the ultimate fast fashion, a head-turning quick fix for hohum outfits. A scarf or a piece of jewellery instantly elevates a look while hats or sunglasses add attitude and a hosiery combo a bit of edge. In addition to the popularity of fashion accessories, the range of retailers carrying the category has moved beyond fashion boutiques to include gift stores, drug stores, salons and garden centres. For insight into the latest trends, and to purchase the hottest products, the Mode Accessories Show will be held from August 9 to 11 at the International Plaza Hotel in Toronto. The show will feature fall and winter collections from 200 exhibitors with nearly 600 lines of fashion accessories. Key Directions According to show directors, retailers should keep the following key directions in mind when purchasing for fall and winter: Fashion • Athleisure: a combination of athletic wear and casual dressing • Tech-based accessories • 3-D appliqués, surface treatments and prints • Fur and leather – real and faux • Patchwork Jewellery • Metals • Modern lines and geometric designs • All things ears: floaters, crawlers, jackets, cuffs and asymmetrical pairs • Collars and chokers • Long and lean necklaces with multiple layers, high-low combinations and detachable chains and pendants for versatility • Personalization with add-on beads, charms, initials and nameplates
Handbags • Unisex bags • Two-handled satchels • Round canteen-shaped shoulder bags • Wristlets and wallets-on-a-string • Clutches • Tech-inspired bags with charging or docking stations Hosiery • Built-in layering for a trendy look without the bulk • Chunky cable knits and crochet styles • Bold colours, prints, patterns and embellishments like buttons, bows and laces • Sports socks and athletic stripes as fashion statements Scarves & Headwear • Cocoon and kimono wraps • Elaborate jewelled headbands • Fur and leather as key materials
Mode Accessories Show August 9 – 11, 2015 www.mode-accessories.com Canadian Jewellery Expo August 9 – 11, 2015 www.cjexpos.com Toronto Gift Fair August 9 – 12, 2015 www.torontogiftfair.org Seattle Gift Show August 15 – 18, 2015 www.seattlegiftshow.com Alberta Gift Fair August 16 – 19, 2015 www.albertagiftfair.org NY Now August 16 – 19, 2015 www.nynow.com Quebec Gift Fair August 30 – September 2, 2015 www.quebecgiftfair.org Tendence August 29 – September 1, 2015 www.tendence.com Maritime Gift Show August 30 – September 1, 2015 www.maritimegiftshow.ca SEPTEMBER Vancouver Gift Expo September 20 – 21, 2015 www.vancouvergiftexpo.com
For more information on the Mode Accessories Show visit www.mode-accessories.com
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inSight Shop Profile
VINTAGE Industrial CHIC Capitalising on the vintage industrial trend, Fanny Vergnolle de Villers opened V de V in 2012
Lovers of vintage industrial style can feast on the curated collection of products available at V de V, from personal care and fashion accessories to bedding, housewares and home dĂŠcor
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V de V
Emerging retail powerhouse V de V has taken Montreal’s Boulevard Saint Laurent by storm
F
anny Vergnolle de Villers literally grew up in the retail trenches. As the daughter of famed Quebec retailer, Madeleine de Villers, the owner of six Zone stores, Fanny was behind the cash register of her mother’s stores at the tender age of two. Part of growing up included trade shows in New York, Paris and Toronto, and years spent working part-time in Zone. Yet, Fanny pursued a degree in political science, spending a few years “doing my own thing and exploring myself ” before she was unexpectedly lured back to retail. In the summer of 2012, the storefront underneath her apartment on Boulevard Saint Laurent in Montreal become available. The former bicycle shop had great architectural bones, dating back to the 1900s, and Fanny saw the potential to develop a new retail store based on the emerging vintage industrial style. “The space has lots of personality,” says Fanny. “At the time I had discovered ‘vintage industrial’ in my travels to New York and Brooklyn and I knew the store would be a great fit.” She approached her mom about the idea, who enthusiastically supported her, and began to build her collection, looking to magazines and the Internet for inspiration. Of the tie between Zone and V de V, Fanny says, “V de V reaches a different audience than Zone. It’s a completely
separate business.” Customers who shop at V de V eagerly scoop up a wide range of products including personal care, kitchenwares, home textiles, furniture, lighting, candles and fashion accessories. “It’s about a lifestyle,” says Fanny of the product mix. The number of product categories is impressive, but as Fanny points out, it’s a big space with plenty of room: the two-level store boasts a second mezzanine level. For the bulk of her stock, Fanny relies on a handful of Canadian suppliers – Abbott, Indaba, Torre & Tagus, Attitudes Import, Danica and Mat & Nat - to name a few. “It’s hard to make smaller suppliers a big part of your inventory because they run out of stock so quickly.” However, Fanny spends a considerable amount of time nurturing new brands, never turning down a visit from a new supplier. What makes her store unique are the original products she carries, many of which are made in Quebec. “It takes longer to fine-tune these products as I work with the supplier to create something unique for the store, but it’s what keeps the store fresh and energetic.” She admits the amount of time she spends on small lines and collections doesn’t co-relate directly to the actual dollar amounts these lines bring in, however, it does help V de V stand out from the crowd.
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A Quirky Personality As the vintage industrial trend continues to morph, Fanny finds herself adding more colour to the repertoire. “Ethnic patterns, bright colours and interesting textiles” are finding a place in her shop. In addition to brighter colours, she says that industrial style is also moving toward “more elegant and refined details, away from big, bulky metal pieces.” Currently Fanny is seeing an uptick in lighting sales along with little gifts and gifts for self, as well as restaurant owners purchasing accessories to complement their décor. 42
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CANADIAN GIFT ASSOCIATION – TORONTO GIFT FAIR Toronto Congress Centre, Toronto Booth 11147, Hall 11 Fall: August 9 – 12, 2015
CANADIAN GIFT ASSOCIATION – ALBERTA GIFT FAIR Edmonton EXPO Centre, Edmonton Booth 2421, Hall E Fall: August 16 – 19, 2015
Intriguing Product Displays Like a true retail natural, Fanny enjoys every aspect of her job – except for the accounting and paperwork, of course. She loves spending time on the floor and who wouldn’t in her shoes? Customers are constantly peppering her with compliments on the store’s intriguing mix of products and inspiring displays.
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Order online at www.uppercanadasoap.com or contact customer service at 1.800.548.4097 • email@uppercanadasoap.com
Check us out at the following shows: CANADIAN GIFT ASSOCIATION – TORONTO GIFT FAIR Toronto Congress Centre, Toronto Booth 11147, Hall 11 Fall: August 9 – 12, 2015
CANADIAN GIFT ASSOCIATION – ALBERTA GIFT FAIR Edmonton EXPO Centre, Edmonton Booth 2421, Hall E Fall: August 16 – 19, 2015
our holiday collection
make it gold COME SEE US AT THE TGF - BOOTH 11429
310 Annagem Blvd. Mississauga, Ontario Canada L5T 2V5 tel. 905.670.0801 • fax. 905.670.0802 toll fax. 800.813.8813 info@harmaninc.com • harmaninc.com order toll free
1.800.363.7608
Glad
Tidings
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Enchanted Mantles HOW TO
style a magical mantle
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Standing Tall The trick to a successful mantle display is a delicate balance of large and small items in addition to the courage to stretch your creativity. 3 Steps to Stellar Displays 1. Visually and physically balance your mantle with assymetical product displays. Here, the large bottles, frames and candles on the right are balanced by the light, airy glassware on the left. 2. Sell more from your displays by leaving enough space for each product to stand out and be seen. If your customer can easily see each product, they will linger longer and take in every piece. 3. Add movement and life to hard objects with sprigs of greenery or ribbon. Bring the display home by adding logs to the fireplace. Finishing touches like these help the customer envision the product in their home, increase perceived value and ultimately boost sales. Create an entirely magical sensory shopping experience by adding scented candles to the mix.
Mixed Mediums Creating vignettes and layering product gives a display depth and introduces customers to multiple, complementary items. Mix up the shapes and sizes, as we’ve done here with the art work, bottles and candleholders. Repeat the layering throughout the display to help guide the customer’s eye from left to right and top to bottom.
Basket Case Invite customers to touch products. Here we’ve placed a basket on the floor and angled it so the contents are more obvious, inviting and easier for customers to pick up.
Styling and text by Leslie Groves Photography by Will Fournier
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Product Credits: Small cloches (top of mantle on left), Abbott, 800-263-2955, www.abbottcollection.com; Framed prints and welcome mat, Bovi Home, 800-361-6695, www.bonavistafabrics.com; Deer stocking holder, Design Home Gift & Paper, 800-663-9950, www.designhome.ca; Decorative pinecones (in basket at bottom), Forpost Trade, 800-269-1167, www.forpost-trade.ca; Glass candleholders, hurricane (far left), bottles with willow weaving, wreath and set of wire baskets, Indaba Trading, 800-746-3222, www.indabatrading.com; Matches (top of mantle on right) and storage basket (floor, right), North American Country Home, 888-303-2221, www.northamericancountryhome.com
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Take a Seat Displayed incorrectly, a mantle can appear linear and flat, akin to a shelving unit against a wall. Add interest – and increase your sales surface area – by incorporating small tables and chairs, and use these props as perches for product groupings which connect back to the main display. This strategy not only maximizes your sales space, but it also increases your sales. When there’s a visual disconnect in a display, it leaves room for hesitation. If customers question a display, it often results in lost sales.
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SPRINGWATER WOODCRAFT
EARLY CANADIAN PINE FURNITURE ? Est’d 1992 ?
Benches, bookcases, tables, mirrors, storage and other accents. Made in Canada using solid wood.
Visit Us: The Toronto Gift Fair • Home Hardware Market
www.SpringwaterWoodcraft.com mail@springwaterwoodcraft.com 1 (888) 294-6297 52
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Ornam Mixed Metals It’s no longer a faux pas to combine different metals in your fashion wardrobe and on your Christmas tree!
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of
Photography by Will Fournier Styling by Leslie Groves
ments Desire Holiday Decorating Trends
Welcome mat, Bovi Home, 800-361-6695, www.bonavistafabrics.com; Plastic leaf ornament (centre), small gold balls, Canfloyd, 800-263-3551, www.canfloyd.com; Silver beaded ornament (top left), gold orb-shaped ornament (bottom left), shiny black pinecone and acorn ornaments with gold glitter, Candym, 800-263-3551, www.candym.com; Gold (middle) and silver ball ornaments (top left) with delicate patterns, large gold deco ball (centre), The Pine Centre, 800-691-2166, www.pinecentre.ca; Large gold glass ornament with leather strap (top left), Indaba Trading, 800-746-3222, www.indabatrading.com
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indaba
TORONTO GIFT FAIR: BOOTH 8337 featuring fall /holiday 2015 + spring 2016 collections
www.indabatrading.com // 1 (800) 746-3222
Toronto Gift Show Hall 1 Booth 1118
Canada’s Original Sea Buckthorn & Honey Skincare Company A NATURAL CHOICE FOR YOUR STORE! 6860 Pacific Circle, Mississauga, ON L5T 1N8 www.stargazeroriginals.com (905) 670-3346 SHOP OUR WAREHOUSE
Extended hours during the show 56
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beebythesea.com • info@beebythesea.com
705-279-1170 • 1-866-795-5139
Natural
Materials Rustic-themed trees adorned with woodland creatures and decorations made from burlap, twig and sisal continue to trend
Wooden serving tray, Bovi Home, 800-361-6695, www.bonavistafabrics.com; Decorative pinecones, Forpost Home, 800-2691167, www.forpost-trade.ca; Wooden placemat, Harman Imports, 800-363-7608, www.harmaninc.com; Deer ornament, Indaba Trading, 800-746-3222, www.indabatrading.com
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White is Right Shades of white, ivory and cream combine for a magical and modern holiday decorating theme
White porcelain lamp ornament, Canfloyd, 800-263-3551, www.canfloyd.com; White plastic iced branch, Candym, 800-263-3551, www.candym.com; Snowflake ornament and snowy balls, The Pine Centre, 800-691-2166, www.pinecentre.ca; White ornaments with silver edging (top left, middle) and white tag-shaped ornament, Indaba Trading, 800-746-3222, www.indabatrading.com
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www.
Canada’s Only Industry Search Engine, Catering to Canadian Retailers with a “Product As Hero” Approach to Search Results from 18 Main Categories.
.com
We Feature Fabulous New, Promotional and Best-Selling Products & Offers from Vendors You’ll Love.
New Listings…Delivered Fresh Daily
Retailers Join For FREE.
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First Impressio When the doors open is your store ready for company?
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ons
By Barbara Crowhurst
The appearance of your store and employees, as well as your customer service policies, influences how customers feel about your business.
W
hat your mother told you is true: You only have one shot at making a good first impression. In fact, you likely only have seconds. Some studies suggest customers make up their minds in 30 seconds or less. While you may put sweeping the stoop at the bottom of your to-do list, small details go a long way toward impressing your customers.
Best First Impressions • •
Memorable bathrooms. “I recently returned from Las Vegas, and among all the extravagance of the city, the thing that impressed me most were the bathrooms at the Wynn Hotel. They were amazingly designed.” Mood boosters. “I visited this new supermarket recently, which had outside speakers playing light jazz. It instantly put me in a good mood.”
Worst First Impressions • • •
Neglected windows. “Pet cats sleeping in store windows, alongside drooping houseplants. Windows are the eyes into your store. Keep them clean and open.” Who works here? “I’m amazed at how many stores I visit where I can’t tell who the employees are.” Can somebody help me? “I often find that I have to ask for help or service.”
Barbara Crowhurst is a retail business consultant, coach and speaker whose services are in demand around the world. www.retailmakeover.com
FILL OUT THE CHECKLIST ON THE NEXT PAGE TO SEE HOW YOUR STORE SCORES ON MAKING A GOOD FIRST IMPRESSION
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FIRST IMPRESSIONS QUIZ
Take this quiz to determine whether your store is making a good first impression with customers
YES
Place a checkmark here if the statement is true
NO
Place an ‘x’ here if the statement is false
STORE APPEARANCE & DESIGN My store(s) has: Visible and up-to-date signage that’s in good condition and well-lit A well-maintained, clean and attractive storefront (no peeling paint, cracks, etc.) Clean windows Attractive window displays changed a minimum of every two weeks A regularly swept stoop, sidewalk and parking lot STORE INTERIOR My store(s) has: A landing zone (the space directly beyond the front door) measuring the width of the doorway and four to eight feet in length, clear of products A welcome sign or mat Swept/vacuumed floors Clean, well-stocked and visually appealing displays Clean restrooms and dressing rooms Appropriate background music Shopping baskets/carts EMPLOYEE APPEARANCE My employees: Wear name badges or branded clothing, aprons or vests Are well-groomed Wear appropriate clothing (no miniskirts, yoga pants, etc.) POINT OF CONTACT My employees: Make eye contact, smile and warmly acknowledge each customer Are engaged with customers, not each other Thank all customers for visiting and wish them a good day THE EXTRAS My store(s) offers: Free beverages, bowls of candies or some other goodie A place for companions to sit while partners shop A play area or toys for kids Water and biscuits for dogs The offer to carry large or awkward purchases to the customer’s car A personal phone call made or letter sent to customers who make large purchases HOW DID YOU SCORE? If you placed an “x” in five boxes or more, you’ve got work to do. Use the key points in this quiz to improve the impression you leave with customers. 64
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Party-Perfe Help customers look their festive best with the chicest fashion styles on the market
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BOHO CHIC
Bohemian chic consistency reappears and reinvents itself as a fashion trend. The crossgenerational appeal of the look makes it a sure-fire winner for retailers. 1/ Cara cross-body purse from Design Home Gift & Paper, $105 retail, 800-663-9950, www.designhome.ca 2/ Seed bead necklace from Sheerwater Accessories, $24 retail, 800-745-4501, www.e2wdesign.com 3/ Suede and bead necklace with heart from Suzie Blue Canada, $29.95 retail, 613-686-6250, www.suzieblue.ca 4/ Custard lace cut-out tote from Pottery Lane Imports, $70 retail, 888-577-2448, www.potterylaneimports.com 5/ Embossed Italian leather necklace from Hides in Hand, $30 retail, 519-856-4505, www.hidesinhand.com 6/ Curio box from Galerie Indra, $12 retail, 800-207-7416 7/ Mixed metal necklace from Pottery Lane Imports, $13 retail, 888-577-2448, www.potterylaneimports.com  8/ Aztec blanket scarf from Bychance, $30 retail, 416-571-8870, www.accessoriesbychance.ca
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Trend Alert! Pendant Necklaces Vintage coin pendant from Galerie Indra, $40 retail, 800-207-7416
ect Fashions 6
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BLACK RULES
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Fashion designers can’t leave black alone. No matter the season, all-black outfits are apt to pop up on the runway. In classic styles with minimal details, black accessories are always right, especially for the holidays. 1/ Glam diamond black clutch from Pottery Lane Imports, $30 retail, 888-577-2448, www.potterylaneimports.com 2/ Nine-strand cord and bead necklace from Sheerwater Accessories, $22 retail, 800-745-4501, www.e2wdesign.com 3/ Rollerbrief from Cabrelli & Co., $160 retail, 800-784-4750, www.cabrelli.net
Great stocking stuffer! Smartphone gloves from Pottery Lane Imports, $10 retail, 888-577-2448, www.potterylaneimports.com Â
Trend Alert! Tassels
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Zacasha Rosary necklace from Limlim Accessories, $140 retail, 514-823-5740, www.lim-lim.com
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AmuncheFairknit ‌.Handmade, Fair Trade
Sue Warden Design Inc. 647.703.9011
susanwarden@sympatico.ca www.amunchefairknit.com
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Hem Mini and Cuff Ad June 2015.indd 1
14/06/2015 4:49:03 PM
FEEL GOOD GIFTS PAGE 71
New! GINGER SNAPS PETITE COLLECTION
®
Further proof that good things come in small packages. Our interchangeable fashion collection just got bigger—by getting smaller.
Same big style, new petite sizing!
Snaps snap-able accessories are now available in a wider range of sizes to help customers express who they truly are. Wear them alone or layered with existing Ginger Snaps collections for the ultimate in versatility. Our beautiful in-store display and eye-catching accessories let your customers express their unique style.
OVER 150 NEW DESIGNS ADDED TO OUR FALL/WINTER 2015 COLLECTION
™ ®
Ginger Snaps is another great collection brought to you by The Good Bead www.FeelGoodGifts.ca • 905-335-8772
TM
Contact us at info@feelgoodgifts.ca for more information about our products!
Trend alert! Crystal Collars
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Silver and white ball choker from Ganz, $22 retail, 800-263-2311, www.ganz.com
SILVER STREAK
Sterling silver continues to be a popular choice when it comes to jewellery styles, season after season.
3
1/ Double-strand necklace with leaf from Suzie Blue Canada, $29.95 retail, 613-686-6250, www.suzieblue.ca 2/ Mini box from Candym, $40 retail for set of four with tray, 800-263-3551, www.candym.com 3/ Forever in My Heart charm bracelet from Axicon World Imports, $27.95 retail for bracelet, $9.95 retail per charm, 800-465-5587, www.axiconworld.com
4/ Silver and white ball bracelet from Ganz, $11 retail, 800-263-2311, www.ganz.com
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SHADES OF GREY
A subdued palette of grey accessories is attractive to the demure fashionista who is loath to draw too much attention to herself. 1/ Layered three-piece dress set from Baba Imports, $99 retail, 647-389-4503
1
2/ Tania Marsala necklace from Anne-Marie Chagnon, $198 retail, 877-818-0499, www.annemariechagnon.com 3/ Two-toned snood from Pottery Lane Imports, $15 retail, 888-577-2448, www.potterylaneimports.com Â
2
For more fashion insight, check out the trends from the Mode Accessories Show preview on page 39.
>
Artisan Crafted! 3
Pascale gold and black choker from Anne-Marie Chagnon, $149.50 retail, 877-818-0499, www.annemariechagnon.com
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See the complete BELLA Fall 2015 collection at
POTTERY LANE IMPORTS TORONTO 11163 ALBERTA 3435 QUEBEC 4037
www.potterylaneimports.com sales@potterylaneimports.com 888.577.2448
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CANADA'S CHOICE FOR RETAIL SUPPLIES, DISPLAYS AND STORE FIXTURES
2 LOCATIONS
60 West 3rd Avenue, Vancouver, BC V5Y 1E4 14325 Yellowhead Trail, Edmonton, AB T5L 3C4 Mon-Fri 8:30am-5:00pm
Visit us at the CanGift Fairs: Toronto (Booth #9206) Edmonton (Booth #1255)
CALL TOLL FREE
1-877-433-3437
Vancouver Phone: (604) 708-3100 Fax: (604) 688-8230 Edmonton Phone: (780) 733-4100 Fax: (780) 454-8230
www.eddies.com EVERYTHING
FOR THE RETAIL STORE™
Suite 101 - 8557 Government St. Burnaby | BC | V3N 4S9 P 604 422 0174 | F 604 422 0175 www.goshervin.com
Client: Eddies Docket Number: 8688 Project Name: CGTA Retail News Ad Program: [ x ] InDesign, [ ] Illustrator, [ ] Other ________ Trim Size: 7.375” x 4.5” Date Prepared: December 5, 2014 Proof Version: v01 Proof Output: 100 %
Colour Space: [ x ] CMYK, [ ] B&W, [ ] RGB, [ ] Spot(s) ____________ Images: [ ] FPO, [ x ] Final Copy: [ ] FPO, [ x ] Final Font Sizes: [ ] HL [ ] Body [ ] Legal Printer/Supplier/Publication: ________________________________ Designer: _____________________________________________ Creative Director: KW Project Manager: SM / SW
Booth # 10633
North Congress Center Artisan’s Way, Building 10
Represented by SRM Sales Tel: 647 342-4422 sandra.srmsales@gmail.com www.annemariechagnon.com
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1.800.663.7713
Inspired by the beauty of
T
ransformation
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By Claire Sykes
Advertising
SMARTS
The low-down on what advertising mediums work and how retailers can best utilize them
F
rom highway billboards and radio stations to magazines and mailboxes, ads hit us every day. Now more than ever, it’s important for businesses to pay attention to their advertising, so people pay attention to their store. It may be a local newspaper, a weekly flyer or direct mail. Wherever you place your ads, plan ahead. Know how much you can spend on your advertising, who your customers are and how best to reach them.
YOUR BEST SHOT
With so many advertising venues, how do you know which one is the most effective one for your store? Start with your customer base. Find out where they come from demographically. Then contact the different media outlets in your area and
ask them for a profile of their readers. Are they the same as your customers? When you have a clear profile of the people who shop your store alongside which media they’re likely to respond positively to, it’s just a matter of bringing the two together. Here are some ways to do that: Conduct an in-store survey. Whether casual or formal, use verbal and written questionnaires to ask your customers how they found out about your store and where they will likely turn for word of your next promotional event? Ask other store owners. At trade shows and industry events, ask your peers which advertising mediums work best for them. Do their weekly newspaper ads get lost in the crowd? What about their monthly mass mailings? How successful have they been? inStore. Summer 2015
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“You need to hit listeners and viewers multiple times before they catch the message and before it begins to sink in.” Determine your trading area. Hang a map of your geographic area on a wall and invite customers to stick a pin in the spot where they live. In about a week, you’ll have a fairly accurate indication. Now, call the different advertising venues and find out which ones reach your customers.
BE PREPARED
Before you place your ads, think it through and be prepared: Plan annually. You don’t want to fall prey to last-minute, impulse advertising offers that may not be right for your store. Also, be prepared to make adjustments, quarterly and monthly, to accommodate new products or unexpected financial hurdles. Figure a budget. The amount you spend should be based on an acceptable return. If you’re just opening a store, are in a poor location or face heavy competition, increase that percentage. Co-op advertising should be factored in as an addition. Spend more when you make more. The higher your sales, the more money you should budget for advertising. Don’t advertise to increase sales in your off season. You’ll get a greater return per dollar 82
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spent in your peak seasons. Choose your best days. Advertise just before your busiest days, weeks and months. For instance, if most of your business takes place on the weekend, run your ads on Wednesday or Thursday.
STAND OUT
Your advertising often sends the first message people receive about your store, so spend time and put effort into crafting it. Wherever you intend to advertise, consider the following: Study what works. Look at the advertisements of all businesses, not just retailers. Apply the elements that work - from wording and typestyle to graphics and images – to your own ads. Get assistance. Seek out the services (often free) of your local newspaper or magazine’s advertising department or hire a professional ad agency, freelancer or even an advertising student. Keep it simple. Use clean and clear graphics, rely on colour only as an accent and include plenty of white space. Stay away from script and fancy fonts, which can confuse the eye. Plain, block letters are easiest to read. Include pertinent information.
Along with your logo, all of your ads should include your phone number and website (large enough to spot right away), email, street address and store hours. Focus in. Determine the single thing your store does better than any others in the area. Is it your great variety of products? The latest trends? Special services? The location? Convey these points of difference in your ad. Be consistent. Make sure your ads communicate a similar look and feel, in images, graphic layout and tone of wording, especially if you advertise in more than one medium.
CHOOSE THE RIGHT PLACE
Once you know where your customers live and which media they’re likely to cross paths with, you’re ready to take the next step with your advertising in one or all of these venues: Newspapers. To divert readers from the news and toward your ad, make sure they’re carefully designed and placed. Because there is already so much ink on the page, utilize white space to make your ad stand out. Usually one big advertisement is better than several little ones, because
it will grab attention quickly. Don’t assume that the weekend is the best time to run an ad. That’s when so many other ads appear. You don’t want yours to get buried. Instead, consider a Thursday or Friday edition, just in time for weekend shopping. Direct mail. Forget mass mailings. They’re a scattershot in the dark. Gather the mailing addresses of your customers and send them promotions which include the products they’re most interested in. The direct mail piece that welcomes the best response is one that’s easiest to access. Use a postcard or folded sheet of paper. If your ad is in an envelope, people may not bother opening it. Consider hand-writing the person’s name and address on the mailing for a more personal approach. Whatever the format, print or rubber-stamp attention-grabbing messages on the outside, such as “Open Before January 1” or “Save 50%.” People are inundated with mail, much of it junk, so make sure your direct mail piece doesn’t get tossed. Radio and TV. These are considered frequency media, reaching massive numbers of viewers and listeners continuously throughout the day. Because they use sound, motion and drama, the airwaves can sometimes be more effective than print venues. They can create exciting, inventive and appealing messages that draw listeners and viewers in. If you’ve tried either or both of these and found they didn’t work, question whether you used them to your best advantage. Start by buying a lot of air time. You need to hit listeners and viewers multiple times before they catch the message and before it begins to sink in. For radio, try a talk station, since listeners tune in specifically for information. The various radio stations, and network, cable and internet television venues draw 84
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“The weekend is likely not the best time to run an ad in the paper.” different audiences at different times, so choose the stations and times best suited to your intended audience. Finally, ads for radio and television can be negotiated, in terms of when they’re aired and how much they cost. Check with the station for the best deals. The Yellow Pages. With the rapid growth of the internet and cell phones, phone books are getting thinner and thinner, yet many people still turn to the Yellow Pages to find business listings. The most effective Yellow Pages ad needn’t be the biggest. A one-liner could do the job. If you have many competitors, you might want to go for something larger. Be sure to point out the things that set your store apart, but don’t clutter your ad with so much information that people walk their fingers right past it.
WHAT WORKS?
Some customers may tell you that they heard about your store from your eye-catching newspaper ad announcing the summer sale. However, your cash register is the best proof of how well your advertising is working. To determine the effectiveness of your ads, compare last month’s sales (when you ran that television commercial, for example) to last year’s sales of the same month (without the commercial). Keep in mind that other factors besides advertising can drive or deter sales, including weather, competition and economic trends.
To determine what influences your bottom line, run a particular ad for several weeks. Make sure you stick with the medium you choose until an adequate amount of time has passed, so you know if your ad has worked or not. Ninety-day blocks are a good place to start. With each ad, remember consistency — not only in the look or sound of it, but also where it appears and which days of the week it runs. Then hit repeat. The more often and longer you run an ad, the more comfortable people are with hearing and seeing your message. Eventually, your store will feel so familiar – and attractive – to them, that they wouldn’t think of going anywhere else.
DON’T DELAY
Business is getting more competitive. As more retailers crowd the downtown, neighbourhood streets, malls and internet, the number of ads also increase. By consistently advertising, you constantly remind people why they should be coming to your store. Be willing to place ads and make a few mistakes along the way. Any advertising is better than none. Just keep doing it. Make a plan and stick with it, even if it doesn’t seem at first like it’s working. It might be. Only time will tell. If your ads really aren’t doing the job, try approaching them a bit differently, whether it’s the design, placement or frequency. Eventually, you’ll see the positive results.
hot seller
everyday every way headband
NEW handcrafted in Edmonton using bamboo and genuine leather
Change
scents in seconds
eye catching packaging multiple merchandising options
Mention ad for 10% off
Come visit Yankee Candle at the show
sales@houseofkoopslie.com
Hall 2
BOOTH #2020 49666_Scenterpiece AD InStore.indd 1
houseofkoopslie.com
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Partyf
Help customers host the chicest soirĂŠes over the holidays with the latest in tabletop, housewares and gourmet food 1
All That Glitters
Silver and gold accents are right at home on holiday tables, instantly adding a punch of panache and elegance
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1/ Copper fondue pot, $149.99 retail, Trudeau, 800-878-3328, www.trudeau.ca 2/ Mug, $15 retail for two; Plate, $30 retail for four, Canfloyd, 800-263-3551, www.canfloyd.com 3/ Tea cup and saucer, $15 per set, Abbott, 800-263-2955, www.abbottcollection.com 4/ Salad servers, $55 retail, Canfloyd, 800-263-3551, www.canfloyd.com 5/ Paper plates, from $5.50 for eight pieces, Paper E. Clips, 800-660-7068, www.papereclips.com 6/ Glasses, Canfloyd, 800-263-3551, www.canfloyd.com 7/ Baseless flute, $12 retail, Abbott, 800-263-2955, www.abbottcollection.com
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flavours 5
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A Division of Norcard Enterprises Ltd.
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Oh Natural
In keeping with the trend toward woodsy and nature-inspired holiday decorations, wooden and natural table accents are also in vogue 1/ Runner, $25.50 retail, Forpost Trade, 800-269-1167, www.forpost-trade.ca
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2/ Tiered tray, $65 retail, Forpost Trade, 800-269-1167, www.forpost-trade.ca 3/ Tray, North American Country Home, 888-303-2221, www.northamericancountryhome.com 4/ Placemat, $12 retail, Harman Imports, 800-363-7608, www.harmaninc.com
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Black & White
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1/ Trivets, $15 retail for set of three, Harman Imports, 800-363-7608, www.harmaninc.com 2/ Cocktail shaker, Swissmar, 877-947-7627, www.swissmar.com
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3/ Mini spoon, Indaba Trading, 800-746-3222, www.indabatrading.com 4/ Latte cup and saucer, $18 retail, North American Country Home, 888-303-2221, www.northamericancountryhome.com
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U nf ies orget tably Delicious Co ok
Visit us in Booth 9341 for new products and show specials at the Toronto Gift Fair, August 9th to 12th (416) 461-4576 • sales@marymacleod.ca • www.marymacleod.ca
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ECO-FRIENDLY OPTIONS FOR LIFE ON THE GO.
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The Gourmet Goods
Bring the idea of holiday entertaining home by rounding out your tabletop section with a selection of gourmet foods and housewares 1/ Yummy sweet and savoury treats, from $3.99 retail per box, Dolce Chocolate Co., 416-933-4948, www.dolcechocolateco.com
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2/ Teacup-themed notecards, Raincoast Books, 800-663-5714, www.raincoast.com 3/ Dual-tone professional pepper mills, Trudeau, $74.99 retail each, 800-878-3328, www.trudeau.ca 4/ Mango Peach and Rhubarb Chutney, $9 retail each, Wicked Gourmet, 877-994-2533, www.wickedgourmet.com 5/ Cake in a Mug, Gourmet du Village, 800-668-2314, www.gourmetduvillage.com
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By Bob and Susan Negan
THE
BIG Switch
Adopt a customer-centric mindset and the profits will follow
I
have good news and bad news. The good news is that customers want to shop at independent stores because there are people working in your store who remember their names and what they like to buy. Independent stores make customers feel special. The bad news is that customers don’t have to shop with you. In fact, there is only one way to win – and keep – customers: Always put their wants, needs and desires first. Marketing genius Jay Abraham puts it this way, “The secret to success is to fall out of love with your product, service or store and fall in love with your customers.” I call it the “Big Switch.” When you make the big switch all of your business decisions begin to revolve around what’s best for your customer, not what’s most convenient for you. Your store hours fit their schedules. Your product assortment reflects their likes. Your store policies are written with their best interests in mind. Your staff are thoroughly trained to ensure each customer receives the same service from everyone. The list goes on, but it all starts with making the switch and looking at everything you do through the eyes of your customers. This mindset will make you stop looking at customers as a single transaction and start looking at them as people who you can build long-term relationships with. The person in front of you right now is somehow who, if you nurture the relationship properly, can make a significant contribution to the success of your business. By putting their needs, wants and desires first, they will shop with you more often, spend more each time and send their family, friends and colleagues to your store.
The bottom line will be a dramatic increase to each of your customer’s lifetime values, the amount that person will spend with you over their life as your customer. One day when I was working on the sales floor of my store, the Mackinaw Kite Co., I was helping a grandmother pick out gifts. I asked her how often she shops for her grandchildren – she had five. Her answer stopped me dead in my tracks. “Always,” she said. My eyes must have glazed over as my mental calculator started whirring. Five grandchildren . . . at least three gifts per year . . . our average sale was $50 – that’s $750 a year, and she would probably be buying gifts for at least another 15 years! In an instant, this customer was worth nearly $12,000 rather than the $29.99 she was plunking down at the moment. I knew then that I had to do everything in my power to love this customer and keep her coming to my store for as long as she was buying gifts for her grandchildren. You can make the big switch too. All you need to do is fall out of love with your product, service or store and fall in love with your customers. Make it your goal to create customers for life. We’re all in business to make money, and the surest way to make money is to love your customers. Love your customers and the money will follow. Bob Negan and his wife Susan have over 35 years of combined on-the-floor retail business experience. Since 1999, they’ve been sharing their hard-won knowledge with other retailers as the consultants behind WhizBang! Training. www.whizbangtraining.com inStore. Summer 2015
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a new boutique baby gift brand from
C.R. Gibson
Connect with us at the Toronto Gift Fair Preview our exciting new arrivals today!
and see what’s new!
www.youngson.com 1-800-370-4857 orders@youngson.com
Toronto Gift Fair - August 9-12, 2015 International Centre, Hall 2 Booth 2116 represented in Canada by
Baby & Children’s Gift Guide The best new products for babies and kids! Soft & Sweet
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Soothing colours and ultra-snuggly textures make these products perfect for newborns 1/ Travel-sized Cloud B Sleep Sheep, $33.99 retail, Do-Gree Fashions, 800-839-8808, www.dogree.com 2/ Travel pillow, $35 retail, Candym, 800-263-3551, www.candym.com
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3/ Organic baby products made in Canada, from $13 retail, Kogi Naturals, 877-256-5888, www.koginaturals.com 4/ Deerskin baby booties, $30 retail, Hides In Hand, 519-856-4505, www.hidesinhand.com
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Baby & Children’s Gift Guide
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Frilly & Feminine
Girly graphics and feminine frills are perennial best-sellers for little girls 1/ Diaper shirt tutu, $24 retail, Ganz, 800-263-2311, www.ganz.com 2/ Flat-A-Pat plush leopard, $15 retail, Ganz 800-263-2311, www.ganz.com 3/ Purrfect messenger bag, $48 retail, ESPE, 800-786-7690, www.espe.ca 4/ Colouring diary, $12.95 retail, Paper E. Clips, 800-660-7068, www.papereclips.com
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DOUGLAS BABY
Softer than Soft
Innovative
Practical
Safe
Fall Toronto Gift Fair Booth 1100
®
info@douglastoys-canada.com • Toll Free Tel: 888-667-0511 • Fax: 888-337-1149
1505-099 InStore Canada FP Baby Ad.indd 1
6/9/15 4:30 PM
IT’S SHOW TIME!
[p]416-504-8047 US AT THE TORONTO GIFT FAIR - BOOTH 11063 - CONGRESS CENTRE Handmade woodVISIT CLOCKS from TheTateGroup
[p]416-504-8047 100
VISIT US AT THE TORONTO GIFT FAIR - BOOTH 11063 - CONGRESS CENTRE
inStore. Summer 2015
Baby & Children’s Gift Guide
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Bold & Bright
Primary colours attract the eye and make great gifts for children of all ages 1/ Octopus night light, $24.99 retail, Do-Gree Fashions, 800-839-8808, www.dogree.com 2/ Toddler backpack and lunch box set, $65 retail, SoYoung, 416-588-8228, www.soyoung.ca 3/ Match-up game, $11.95 retail, Paper E. Clips, 800-660-7068, www.papereclips.com
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4/ Mini snow globe, $5.50 retail, Kikkerland through David Youngson & Associates, 800-370-4857, www.youngson.com 5/ Forest Friends puzzle, $16 retail, Design Home Gift & Paper, 800-663-9950, www.designhome.ca
Great stocking stuffer!
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F REVER in my heart
Gift Shows Toronto: 9107, Congress Alberta: 1465, Hall F
Axicon World Imports Inc. Exclusive Distributor 800-465-5587 www.axiconworld.com
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Baby & Children’s Gift Guide
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Creatures & Critters Bugs, birds and bumblebees tickle the imagination 1/ Thera-bees soothe aches and pains, $19.95 retail, Warm Buddy Company, 888-649-0649, www.warmbuddy.com
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2/ Felt baby slippers, $40 retail, Indaba Trading, 800-746-3222, www.indabatrading.com 3/ Board book, Raincoast Books, 800-663-5714, www.raincoast.com 4/ Wild Habitat socks, available through Chic & Savvy, 888-462-9131, www.chic-savvy.com
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Trend Tracking
By Marilyn Nason
Up-to-date market intelligence from major North American gift and home décor shows
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egardless of the city, show or focus, the major North American trade fairs have uniformly highlighted a handful of specific trends in early 2015. Based on introductions and promotions seen at AmericasMart in Atlanta, NYNow in New York, the Las Vegas Market and a dozen other events, the themes retailers should seriously consider for the remainder of the year revolve around casual lifestyles, predominately centred around indoor and outdoor flexibility; pets as an increasingly significant part of the family and the tiny house movement. Multi-functionality is also finding its way into all aspects of our lifestyles and plays a strong presence in giftgiving. The days of “stuff ” as a measure of affluent lifestyles is long gone, effecting what gifts are welcome as well as self-purchases.
INDOOR-OUTDOOR LIVING
The common description among items introduced for indoor and outdoor living was “versatility”. From portable seating and multipurpose tables to weather-resistant wall art, cushions and rugs, décor was promoted as being equally at home in the family room, in the backyard and on the road for tailgating events. Tailgating used to be associated primarily with football games, but today tailgating
has taken on a far wider meaning for both interior and exterior events, from kid’s soccer games to days at the beach. Savvy vendors are offering everything imaginable for tailgating enjoyment: coolers, portable grills and cooking tools which are also functional at home. Equally important within the overall concept of outdoor living are lawn and garden products. An increasing number of trade shows are devoting standalone sections to lawn and garden which showcase gardening gloves, sun-shielding hats, garden tools, pots, planters, interesting garden signage, sculptures, colourful flags and watering cans for outdoor oases of all sizes. Colorful and whimsical products are taking on increasing importance while items like willowcrafted picnic hampers and beehive-shaped birdhouses are equally popular.
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KEY TRENDS
Casual living, outdoor living pets, small-space living, multi-functionality
PETS
SMALL-SPACE LIVING
Whether it’s selecting a hotel for a family vacation based on whether the family pet is welcome or remodeling a space by the back door as a “pet room” complete with towel racks, comfy beds and, of course, a shower stall for Fido, both the gift and home décor sectors are promoting the concept of pets as family members who should receive gifts, like everyone else in the family, throughout the year. Many shows now feature an extensive variety of pet products: sweaters, caps, paw covers, pet beds, food and water bowls and special greeting cards.
When it comes to home décor, both the new construction and remodeling sectors have realized for some consumers bigger isn’t better. Many consumers actually want to downsize their “stuff ”, in addition to their heating and cooling bills, and are opting for smaller homes. Repurposing shipping containers into homes is increasing in favour and acceptance, affecting the scope and size of gifts and home décor. Smaller dimensional preferences are impacting the strong perennial category of decorative accessories for everything from holiday gift-giving to first home, anniversary and retirement gifts. Scale of the item is important like never before.
Marilyn Nason has been reporting on the gift and home markets for over half a century. She travels to dozens of shows each year to report on trends for both magazines and retail organizations. She’s a contributing writer to Giftware News, a publication she helped launch, and the author of Inside Retailing 101.
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Advertise
InStore The Definitive Resource for Independent Lifestyle Retailers
OUR READERS: 12,000+ BUYERS! InStore is Canada’s only magazine for retailers selling giftware, home décor, furniture, apparel, fashion accessories, jewellery, personal care, candles – and much more! The magazine is mailed four times a year to a guaranteed paid and unpaid circulation base of 12,000 Canadian stores. With no duplicates, no junk names and no fringe buyers, the magazine’s distribution provides suppliers with lasting exposure to 12,000 active and professional buyers.
Book your ad space today! Advertising Inquiries advertising@instoremagazine.ca www.instoremagazine.ca
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inSight Guest Expert
Four Easy Steps to Better Local SEO
T
raditional search engine optimization (SEO) focuses on optimizing your website so anyone in the world can find you. Local SEO brings a geographic component into the mix and focuses on helping your business appear in searches relative to a specific location.
Here are four steps to improve your local SEO right away. Google
The foundation of your local SEO efforts should be based around your Google presence. If you’re not listed on it, you’re missing out on 67 per cent of total search traffic.
Optimize
Include your address on every page of your website, in page titles, in the copy on your About Us and Contact pages, as well as in your meta description - the paragraph of text under your site’s name that appears in search results.
Reviews
Reviews signal to search engines that you’re relevant and reputable. There are hundreds of review sites, but if you’re just starting use Google+. Hand out cards thanking customers for their business and asking them to review their experience. Set up a page on your website directing customers to the review site. (Copy the URL of your Google+ page, and add the following: ?hl=en&review=1. This will automatically bring up the review module when a visitor hits your Google+ page.)
SEARCH ENGINE OPTIMIZATION (SEO) Jump to the top of the results for local listings with techniques designed to improve your local SEO
Hold Events Whenever possible, hold events at your store. Promote the event like crazy. Utilize email, social media and public relations. Post the event on the websites of main street organizations and chambers of commerce. You’ll gain traffic and links from these sites which will help your SEO. Set up a dedicated page on your website for the event. This will help people find more information and will give external parties, like news outlets, a place to send traffic. SEO can seem overwhelming and confusing at times, but if you follow these four easy steps, you should see local SEO results in no time. Zach Lancia is a senior marketing analyst at SnapRetail. A full length version of this article is available on SnapRetail’s blog at www.snapretail.com/blog.
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country home candle handcrafted in canada since 1991
THE INSPIRED LIFE COLLECTION in our Signature Vegetable Wax Blend Visit us at the Toronto Gift Fair August 9-12 Booth #8519 For more information Call or Email 1 800 293 7548 sharon@countryhomecandle.com
ARCHIE
booth 2393
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inSight Barbara Crowhurst
Profitable Pricing Strategies
F
rom pricing products for their perceived value once they arrive in your store to purposely seeking out products with higher margins, many store owners are missing out on a healthier bottom line. Most retailers have been schooled in the keystone or benchmark pricing technique, that of simply doubling the cost of a product to arrive at the selling pricing. But, this across-the-board approach no longer cuts the mustard. At minimum, to recoup shipping and handling costs, products should be costed at 2.4 per cent above wholesale.
At minimum products should be costed at 2.4 per cent above wholesale. Here are three pricing strategies that will boost your bottom line: Simple Additions: Add $1 or $2 to the price tag of every product. If your store sold 35,000 items last year, adding $1 dollar to each item would have netted you a cool $35,000. Of course, to remain competitive some prices can’t be increased, but in many instances you can add a few more dollars to the ticket price. Psychological Pricing: When the price of a product ends in five, seven or nine, consumers are more apt to buy, so too when there is a .00 at the end. The same holds true for whole number prices such as $3. Stay away from ending prices with .25 unless you’re a dollar store. If you have a product priced between $6 and $8, consider bumping it up to $10. Studies show people
THINK BEYOND KEYSTONE Simply doubling the cost of a product to arrive at the selling price no longer cuts the mustard.
think about money in quantities of five. Also, for products priced over $20, adding a few extra dollars won’t discourage people from buying. For products priced over $100, look to increase the price to the next $25, so for instance $125, $150 or $175. Test a few different pricing strategies to see what works for you. Perceived Value Pricing: Think outside the controlling strategy of keystone pricing and ask yourself what you could sell the item for? What is its perceived value? You know your market and your customers’ buying habits as well as what your competition carries. Employ the perceived-value pricing strategy when you’re placing orders. Look for products with high perceived value at a low price. Barbara Crowhurst is a business coach and store designer who works with clients around the world. www.retailmakeover.com inStore. Summer 2015
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inSight The Last Word
In Full Swing As the creative force behind Bovi Home, Marie-Josée Roy hit the ball out of the park her first time at bat
M
arie-Josée Roy studied fashion design and worked in advertising and sales before heading up merchandising and marketing for Bovi Home and Bonavista Fabrics. She had no previous buying experience in the gift and home industry, but her range of experiences in fashion and sales helped prepare her for this new career. As the director of marketing for Shan, Marie-Josée built and promoted the brand, liaising with photographers, stylists, models and trade show organizers to ensure the high-end swimsuit line was consistently portrayed across a variety of platforms, a skill she has parlayed at Bovi Home. After a few years in sales for highend paper products and aluminum extrusions, Marie-Josée was eager to get back into the design world. She lobbied famed Quebec head hunter Patty Shapiro and after repeated phone calls fought her way into an interview and ultimately onto Patty’s client list. Michael Darwish, the owner of Bovi Home and Bonavista Fabrics, was another one of Patty’s clients. After a successful career in the fashion business, Michael purchased Bonavista Fabrics in 2008. In 2009 he formed Bovi Home, originally a partnership with a former Accents de Ville buyer. In early 2013, Michael was looking for a creative director to head Bonavista Fabrics, a business specialising in ready-made
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PHOTOGRAPHY BY MATHIEU RIVARD
curtains. Patty instinctively knew that Marie-Josée would be a perfect fit. Though initially terrified, MarieJosée quickly found her sea legs, adeptly mastering the curtain business, a line with more than 600 skus. After a few months on the job, Michael put her in charge of the Bovi Home collection as well. The line was struggling and lacking direction. From day one Marie-Josée has had a vision for Bovi Home: affordable, modern luxury. Yet, she had one month to pull together her first collection. “I called all our existing suppliers and had them send pictures of all the products
they had available.” She created compelling stories and corralled samples, unveiling a 200-sku collection to rave reviews at the August 2013 Toronto Gift Fair. For the winter trade shows, MarieJosée curated a 600-sku collection. By this time she was confident in her abilities, with an even sharper vision for the brand, and introduced a new logo and catalogue design alongside the Spring 2015 line. “It’s important for me to head the whole creative process in order for the brand to have a visual consistency,” she says of role as director of merchandising and marketing. Of course, Marie-Josée has made a few mistakes, but for the most part appears to be a natural, revelling in the creative aspect of her job: scouring the Internet and magazines for trends and inspiration, spending five months a year on the road visiting factories and trade shows as well as countless hours in the office pulling together mood boards and calling in hundreds of samples to create her stunning, on-trend collections. She believes the success of the line is in no small part due to the time she spends adjusting and customizing products from suppliers instead of accepting offthe-shelf styles from the factories. She also credits her team, and relies on their expertise and opinions. “I’m a team player and open to collaboration. Yes, I’m competitive – with myself, but not with others.”
... it’s all in the bag