SUMMER 2019
THE DEFINITIVE RESOURCE FOR INDEPENDENT LIFESTYLE RETAILERS
STORE DESIGN & UPKEEP
HOLIDAY
DISPLAY IDEAS HOLIDAY MARKETING & PLANNING
Deck the
IDEAS, TRENDS, ADVICE & MORE!
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THYMES IS THE LEADING FRAGRANCE BRAND IN THE U.S SPECIALTY MARKET
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CONTACT YOUR DESIGN HOME DIVISION 1 & 2 SALES REPRESENTATIVE ORDER ONLINE www.designhome.ca CONTACT US Design Home Gift & Paper Inc. 7580 Bath Road Mississauga, ON L4T 1L2 800-663-9950
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LINES IN THE INDUSTRY
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#2920 Hall 2 (Formerly Hall 8) TORONTO CONGRESS CENTRE The Hate Stains Company Chateau Spill
Rescue Wipes Boot Rescue
Ethan+Ashe Alkemista Alcohol Infusion Vessel
Ethan+Ashe Vagnbys Champagne Set
SUCK UK Pet Fish Bowl
Crazy Rumors Black Cherry Lip Balm
Areaware Capsule Cubebot
Hygge Games Good Games Connecting People
(416) 504-8047 www.thetategroup.com Online Ordering: thetategroup.handshake.com Toronto Gift Fair New Booth# 2920 Skeem Design Sweet Balsam Incense & Matches
54 Celsius Dyri PyroPet Candle
contents
inStore VOL. 05/NO. 04
inStock DEPARTMENTS
10 Party On! Stocking-sized games and toys
THIS ISSUE
Summer 2019
51
20 Cool & Quirky Make them smile with these stocking stuffers
31 Feminine Touch Perfect pick-me-ups for the ladies FEATURES
60 Deck the Halls Seasonal decorating trends
77 Glad Tidings
Sleek tabletop for hip holiday soirees
105 Party-Perfect Fashions
Accessories we’re head over heels for!
121 Best for Baby
Our bi-annual baby and kids gift guide
35 News & Notes New lines, launches, industry goings-on and upcoming trade shows
FEATURE
54 On the Level
Maximize your store’s square footage and increase sales with shelving-unit displays By Leslie Groves
inStyle
inSight
72 Holiday Marketing
FEATURE
DEPARTMENTS
By Nicole Reyhle
91 Home for the Holidays
8 Hello! Food For Thought
The home decorating styles that tickle our fancy
Five easy ways to market your store online and off
84 Getting Online
Andrea Hein makes a compelling case for why independent stores should get online now
46 Shop Profile
By Andrea Hein
115 Fashion Trends
Organizers from the Mode Accessories Show break down what’s on-trend this season By Sonia Straface
100 Store Design and Upkeep Johnny Ruth on the edge of the Atlantic Ocean in St. John’s, Nfld., is awash in cool fashions and quirky gifts
Retail experts Rich Kizer and Georganne Bender share ways store owners can keep their shops looking fresh and inviting By Natalie Hammer Noblitt
147 Guest Expert Benefits of double-teaming
136 ‘Tis The Season to be Successful
151 Increasing Traffic Retail expert and business coach Barbara Crowhurst on how to drive traffic and increase sales www.instoremagazine.ca
DEPARTMENTS
152 CanGift Connects Summer Show Season
27 Holiday Cheer Seasonally-styled stocking stuffers 29 Pampering Products Personal care to ease away the stress of the season
inForm
Part one of how to get your business retail-ready for the holiday season By Claire Sykes
inStore. Summer 2019
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RETAILERS
THE DEFINITIVE RESOURCE FOR INDEPENDENT LIFESTYLE RETAILERS
Editor & Publisher Erica Kirkland ekirkland@instoremagazine.ca Design & Layout Gerry Wiebe Contributing Editors Barbara Crowhurst, Leslie Groves Advertising Inquiries ekirkland@instoremagazine.ca 905-690-0492 Editorial Submissions editorial@instoremagazine.ca Mailing Address: 103 Niska Drive Waterdown, ON L8B 0M8
Let 2019 be your
Retail Repositioning Year. Merging an on-line store with your bricks and mortar. Embracing technology to drive retail analytics. Marketing effectively using the right platforms. Increasing sales.Increasing foot traffic. Creating a retail service culture that can sell.
Invest in the Future of your Business, Hire The Services of Retail Makeover!
Retail Business Coaching & Training Retail Staff Sales Training Retail Store Design Retail Website Creation & Implementation We will help you reach your full potential . Guaranteed!
Contributors Barbara Crowhurst, Castlerock Studios, Will Fournier, Leslie Groves, Andrea Hein, Brenda Joss, Nicole Reyhle, Natalie Hammer Noblitt, Andrea Reynolds, Sonia Straface, Claire Sykes InStore Magazine™ 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 florist. © 2019 InStore Magazine™. The contents of this publication are the property of InStore Magazine. 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.
For a free evaluation of your Retail business needs in 2019 contact:
Retail Makeover
Barbara j Crowhurst / CEO Retail Makeover Office Line: 905.686.8898 Mobile Line: 416.522.8169 Email: retailmakeoverca@gmail.com
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2018-12-14 12:36 PM
Printed in Canada Publication mail #40841587. Return undeliverable Canadian addresses to: InStore Magazine™, 103 Niska Drive, Waterdown ON L8B 0M8. Email: editorial@instoremagazine.ca
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®
TAG IS THE #1 GIFT & HOUSEWARES BRAND IN THE INDUSTRY
MUD PIE’S LARGEST FALL & HOLIDAY INTRODUCTION TO DATE – THOUSANDS OF NEW PRODUCTS AVAILABLE!
LARGEST SPRING & SUMMER 2020 INTRODUCTION - OVER 850 NEW ITEMS
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IMMEDIATE SHIP FALL & HOLIDAY 2019 ON DISPLAY
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THREE WAYS TO ORDER
FALL 2019 SHOWS
REPRESENTING THE BEST HOME, GIFT & LIFESTYLE LINES IN THE INDUSTRY
REPRESENTING THE BEST HOME, GIFT & LIFESTYLE LINES IN THE INDUSTRY
EXTENDED DATING & FREIGHT INCENTIVES
CONTACT YOUR DESIGN HOME DIVISION 1 & 2 SALES REPRESENTATIVE ORDER ONLINE www.designhome.ca CONTACT US Design Home Gift & Paper Inc. 7580 Bath Road Mississauga, ON L4T 1L2 800-663-9950
my fav...
inSight Hello
Food for Thought With over 150 pages of articles and advertisements, this issue is our biggest and best to date. Packed to the gills with advice, insight and fresh product finds, the content was designed to help store owners make the upcoming fourth quarter their best yet. From a compelling case on why – and how – independent store owners can get into the online shopping game by merchandising and retail expert Andrea Hein (page 84) to a countdown-to-Christmas checklist (page 136) written by one of our favourite contributors, Claire Sykes, the goal of this issue was to provide you with actionable advice you can put into place before the holidays arrive. There are also short-and-sweet pieces which deliver relevant seasonal content by state-side retail pro Nichole Reyhle, including Holiday Marketing (page 72) which outlines five easy ways to market your store during the season. For some step-by-step instructions on merchandising, turn to page 54 to learn how to maximize your store’s square footage with a shelving-unit display fashioned by our resident merchandiser extraordinaire Leslie Groves and to page 100 for a piece on store upkeep from retail experts Rich Kizer and Georganne Bender. Happy holidays!
If you’ve never made the trip out to Newfoundland, you’re missing out on iconic Canadian scenery, fantastic hospitality and amazing retail shops. When I was in St. John’s last, about three years ago, I ran across a sweet little lifestyle shop right on the ocean’s edge, Johnny Ruth. In this issue Andrea Reynolds gives us the lowdown on how this lifestyle shop engages and entices customers. It’s an article you won’t want to miss!
Erica Kirkland Publisher & Editor
in this issue From stocking stuffers to the latest holiday décor and entertaining items to our bi-annual baby and children’s gift guide (page 121), this issue is filled with over 30 pages of our favourite items for the
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inStore. Summer 2019
season. In our Deck the Halls product feature (starting on page 60), you’ll discover eight pages of holiday must-haves while our entertaining feature, Glad Tidings, begins on page 77 and includes four pages of fresh
new finds. Of course, there are product features highlighting the latest home décor (page 91) and fashion finds (page 105) as well. Happy shopping!
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shopganz.com
inStock What We’re Loving
Party On
2
Stocking-sized games and toys for the fourth quarter
1
1/ Confidence-building cards for kids from Compendium, $10.50 retail, Design Home Gift & Paper, 800-663-9950, www.designhome.ca 2/ Cubebot wooden robot game from Areaware, $13 retail, The Tate Group, 416-504-8047, www.thetategroup.com
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3/ Brainfart trivia game from Hygge Games, $25 retail, The Tate Group, 416-504-8047, www.thetategroup.com 4/ Monkey Around game, $24.95 retail, Paper E. Clips, 800-660-7068, www.papereclips.com 5/ Crazy Aaron’s scented putty, $8.95 retail, Stortz Toys, 866-747-4191, www.stortz.ca
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6/ Trivia party game from Hygge Games, $25 retail, The Tate Group, 416-504-8047, www.thetategroup.com
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Toronto Gift + Home Market, Toronto Congress Centre, Booth 3511, 3561, 3581, 3631
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Cool & Quirky
inStock 1
What We’re Loving
Stocking stuffers certain to put a smile on anyone’s face
2 1/ Tiny grass-growing kit, $7.49 retail, Unicorn Enterprises, 905-564-2370, www.unicorntoys.com 2/ Ceramic mug, $15.99 retail, Pinetree Innovations, 306-477-3236, www.ptisigns.com 3/ Banana phone case from Meri Meri, $50 retail, Paper E. Clips, 800-660-7068, www.papereclips.com
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4/ Ceramic magnets, $4.99 retail each, Pinetree Innovations, 306-477-3236, www.ptisigns.com 5/ Notebook with pen, $24.70 retail, Troika Canada, 778-251-9456, www.troikacanada.com 6/ Patch from Badge Bomb, $9 retail, The Tate Group, 416-504-8047, www.thetategroup.com
4
7/ Money clip from Easy Tiger, $32 retail, Design Home Gift & Paper, 800-663-9950, www.designhome.ca
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Holiday C heer
inStock What We’re Loving
2
Seasonally-styled stocking stuffers everyone is sure to love!
1 1/ Wall Walker, $6.99 retail, Unicorn Enterprises, 905-564-2370, www.unicorntoys.com 2/ Llama ornament, $2.99 retail, Nostalgia Import, 800-785-7855, www.nostalgia-import.com 3/ Keepsake ornament tin filled with cookies, $14.99 retail, Mary Macleod’s Shortbread, 416-461-4576, www.marymacleod.ca 4/ Frasier Fir hand soap from Thymes, $32.50 retail, Design Home Gift & Paper, 800-663-9950, www.designhome.ca
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5/ Holiday socks, $25 retail, Pokoloko, 844-476-5656, www.pokoloko.com 6/ Swig tumbler with reusable straw, $27.50 retail, Design Home Gift & Paper, 800-663-9950, www.designhome.ca 7/ Keychain, $22.20 retail, Troika Canada, 778-251-9456, www.troikacanada.com
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inStore. Summer 2019
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Pampering Products
inStock What We’re Loving 2 1
Personal care to ease away the stress of the season
1/ White Cashmere candle from Studio Oh, $28 retail, Paper E. Clips, 800-660-7068, www.papereclips.com 2/ Foaming hand soap, $30 retail, Barefoot Venus, 888-490-1756, www.barefootvenus.com
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3/ Aromatherapy sleep masks, $27 retail, Warm Buddy Company, 888-649-0649, www.warmbuddy.com 4/ MaskerAide hydrating sheet mask, $6 retail, The Tate Group, 416-504-8047, www.thetategroup.com 5/ Vanilla Effect bath soak, $13.50 retail, Barefoot Venus, 888-490-1756, www.barefootvenus.com
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6/ Heart-shaped warming pillow, $30 retail, Warm Buddy Company, 888-649-0649, www.warmbuddy.com
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7/ Velvet boxes, $22.99 and $31.99 retail, Nostalgia Import, 800-785-7855, www.nostalgia-import.com
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www.instoremagazine.ca
inStore. Summer 2019
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Feminine Touch
inStock What We’re Loving 2
Perfect pick-me-ups for the ladies
1 1/ Bangle flask, $27.99 retail, Nostalgia Import, 800-785-7855, www.nostalgia-import.com 2/ Unicorn ring holder, $7.99 retail, Nostalgia Import, 800-785-7855, www.nostalgia-import.com 3/ Maple-scented candle from Thymes, $41.20 retail, Design Home Gift & Paper, 800-663-9950, www.designhome.ca
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4/ Cupcakes & Cartwheels flamingo bath fizzer, $10 retail, Design Home Gift & Paper, 800663-9950, www.designhome.ca 5/ Acrylic bottle stopper, $7 retail, Canfloyd, 800-263-3551, www.canfloyd.com 6/ Handmade charitable bracelets from Me to We, $10 retail each, The Tate Group, 416-5048047, www.thetategroup.com 7/ Unicorn ring holder, $15 retail, Abbott, 800-263-2955, www.abbottcollection.com
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inStore. Summer 2019
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Experience the Retail Event of the Year Featuring a new categorized layout for easy navigation, complimentary WiFi, fresh and well-appointed buyers’ lounges, inspiring merchandising ideas, exciting giveaways, the latest in industry trends, a holiday themed presentation by designer Andrew Pike, and The Market Mixer party.
To register visit togifthomemarket.ca
Produced by
SAVE THE DATE SPRING 2020
TORONTO
Gift + Home Market January 26 – 30
inForm
Inside Track
News & Notes
News & Notes THE GOODS
NEWS IN BRIEF
Candym Rings In 45 Years
On the Go Kidcentral Supply is debuting the new On the Go line from Juddlies Designs. The collection includes an infant stroller bag, infant car seat cover, winter hats, mittens and a stroller organizer. The brand is well known in the baby market as being fashionable, functional and parent-friendly. 877-218-0395, www.kidcentral.ca
Glitter Makeup
This year marks Candym Enterprises’ 45th year in business. Canadian-owned and operated, Candym came to fruition in 1974 when the original founders saw a niche for offering ear-piercing supplies as the trend to pierce ears blossomed in the 1970s. The company’s customers were soon asking for fashion earrings and Candym (short for Canadian Dynamics) was born when the company became the exclusive Canadian distributor for 1928 Jewellery.
Camden Passages is debuting a line of glitter make-up from UK-based Moon Creations. The line includes fine and chunky gel and loose glitter along with glow-in-the-dark makeup. The products are made with environmentallyfriendly glitter derived from a plant cellulose found in sustainably-farmed, organic eucalyptus trees. The products are also dermatologically tested, but not tested on animals. Retail prices range from $5.99 for individual items to $29.99 for box sets. 888-755-5578
Heirloom Dolls and Books Canadian baby-brand manufacturer Lulujo recently launched a collection of heirloom-quality dolls with matching children’s books written by beloved Canadian children’s author Sheree Fitch. The 10-inch soft dolls – Lulu and Jo – are suitable for ages newborn to three and retail for $59.99. The books, A Lulu Lullaby and Rock a Baby Jo, depict the ways a little one’s imagination soars during playtime. The books retail for $19.99. Gift sets which include a blanket and book retail for $39.99. Lulujo is distributed by Kidcentral Supply. 877-218-0395, www.kidcentral.ca
www.instoremagazine.ca
Over the course of the next 45 years, Candym has distributed many leading American brands in addition to representing Maxwell & Williams from Australia as well as Cristal D’Arques from France. The company also designs and sells proprietary seasonal, stationery, textile and decor brands imported from around the world and manufactured in Canada under the 95 & Co. brand. These days Candym Enterprises includes two divisions with 20 brands, 40 permanent staff members and 22 salespeople. 800-263-3551, www.candym.com
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Show Calendar
THE GOODS
JULY Las Vegas Market July 28 – August 1, 2019 www.lasvegasmarket.com AUGUST Mode Accessories Show August 11 – 13, 2019 www.mode-accessories.com Toronto Gift + Home Market August 11 – 14, 2019 www.togifthomemarket.ca NY Now August 11 – 14, 2019 www.nynow.com Trader’s Forum Toronto August 10 – 13, 2019 www.tradersforum.ca Salon Des Detaillants Du Quebec August 18 – 20, 2019 www.salondetaillants.ca Alberta Gift + Home Market August 25 – 28, 2019 www.albertagiftfair.org Trader’s Forum Edmonton August 26 – 27, 2019 www.tradersforum.ca SEPTEMBER Vancouver Gift Expo September 15 – 17, 2019 www.vancouvergiftexpo.com Atlantic Retail Fair September 22 – 24, 2019 www.tradersforum.ca
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Schwibbogen from Herrnhuter Now available in North America, the Schwibbogen is a unique seasonal decoration from German brand Herrnhuter. In Germany, the Schwibbogen is an integral part of Erzgebirge folk art and a popular Christmas decoration. Herrnhuter’s full range includes a variety of decorative light products in seasonal and yearround styles. Distributed in Canada by My Brilliant Star. 778-251-9456, www.mybrilliantstar.com
New Brands for Candym Candym recently announced a new partnership with Primitives by Kathy (PBK) and Studio M wherein Candym will act as the distributor for both companies in the Canadian giftware market. PBK is an industry leader stateside, offering more than 8000 skus in a variety of categories including block signs, flour-sack tea towels, seasonal, décor, pet and baby. Studio M is a family-run business which got its start 26 years ago manufacturing a mailbox wrap, known today as MailWrap. Supported by a talented artist community, Curt and Sue Todd have come to know their true passion, marrying innovative concepts with beautiful artwork to create remarkable products for gardeners and everyday living. 800-263-3551, www.candym.com
Stickers Northwest Just in time for stockingstuffer season, Stickers Northwest is a new line available through Shadowbox, a division of David Youngson & Associates. The line was created by outdoor lovers and adventure seekers with a passion for developing merchandise that celebrates the great outdoors. The company’s top product format is vinyl stickers, however, buttons, hats and t-shirts are also available. All items can be name-dropped with a store name, city, town, lake, nearby park or local slogan. 800-370-4857, www.youngson.com
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August 25-28, 2019
Reimagine
Retail
The market is better than ever with our brand-new Ambassador Cory Christopher, insightful consultations, fantastic floral workshops, holiday merchandising presentations, and a cocktail party to celebrate this new and exciting time for retail. Join us!
To register visit abgifthomemarket.ca
Produced by
SAVE THE DATE SPRING 2020
ALBERTA
Gift + Home Market February 23 – 26
inForm News & Notes
THE GOODS Canfloyd Expands Offerings Canfloyd recently announced it has become the Canadian distribution for Tripar International and Sterno. In business for 50 years, Tripar is a preferred supplier of visual display and decorative accessories for home, business and commercial use while Sterno is an innovative leader in the realistic flameless candle market with two successful brands, Candle Impressions and Mirage. 800-263-3551, www.canfloyd.com
Pets Don’t Stink
Walton Wood Farm’s Pets Don’t Stink products are crafted from all-natural ingredients and fragrances derived from natural extracts and essential oils which provide a pleasing and long-lasting scent. Items includes an Oatmeal and Aloe Shampoo, Stink-Buster Foam Bath, Sh*t Storm Rescue spray, Quickie Wipes and Spritz Me Fresh spray. 844-834-3276, www.waltonwoodfarm.com
Benaya Art Decor Handcrafted lacquer plaques and ceramic art tiles from Benaya Handcrafted Art Decor are painstakingly made by hand. The lacquer plaques (shown here) take 15 days to complete and include multiple layers of terracotta clay and lacquer oil, finished with various adornments including pearls, gold and silver leaf and eggshells. The plaques are available in 10 different designs of various sizes, retailing for approximately $70. The ceramic art tiles are handmade and hand painted using a 4000-year-old method, which includes layers of paint and glazes to create deep and vibrant colours. The tiles are fired at 1000 degrees Celsius for 24 hours to lock in the colours which are guaranteed not to fade. Tiles retail from $40 retail. 905-339-9380
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inForm News & Notes
Inside Track NEWS IN BRIEF R
Abbott Commemorating 70 Years in Business In celebration of 70 years in business, Abbott is bringing in high-profile Toronto artist Wendy Tancock for a product signing during the upcoming Toronto Gift + Home Market. Retailers are invited to meet Tancock as she signs a limited-edition Canadian heroes tea towel which she designed exclusively for Abbott, in honour of the company’s birthday. Abbott will also be serving cake at their booth on August 13 at 3 p.m. as part of their 70th birthday celebration. 800-263-2955, www.abbottcollection.com
See us at the Gift & Home Market August 11-14, 2019 NEW LOCATION Toronto Congress Centre South Building, Hall 3 Booth #3281
Tradition & Lifestyle, Hand in Hand 1-800-561-5515 40
inStore. Summer 2019
David Youngson Celebrates 40th Anniversary Four decades ago, David Youngson stumbled into the gift industry. These days his sales agency is a leader in the Canadian gift and lifestyle industry. Born in Scotland and raised on Canada’s beautiful west coast, Youngson became involved in the stained-glass business when he was in his 20s. At the time, 1979, glass suncatchers were a growing trend and Youngson was making and selling glass suncatchers across Canada under the name Mirabai Art Glass. He was also selling in the United States through rep groups and says, “I liked the rep model and loved sales, so decided to start my own agency by putting myself on the road. I was the only rep in my company for the first year with five lines.” During the decade that followed, Youngson began hiring reps, exhibiting at the Toronto gift shows, then held at the CNE grounds and the International Centre, and opening a showroom in Place Bonaventure in Montreal. Many of the reps and employees he hired during the 1980s remain with the company today including sales reps Lee Magnolo and France Nadeau-Sauve as well as sales manager Karin Schuster. Consistently at the forefront of new trends, Youngson teamed up with Seagull Pewter in 1984, a move which doubled the company’s sales and necessitated the hiring of more road reps. “This line was a game changer for me,” says Youngson. “We doubled sales each year for many years because of this line, and I hired additional reps to cover the entire country that year.” The following year, the company began manufacturing and representing its own line of potpourri sachets and spice mixes called Secret Garden. Then in the 1990s, after helping to popularize the Solitudes line of CDs which brought “tremendous growth” to the company, Youngson took himself off the road and focused on running the business. That focus resulted in a move which quadrupled the company’s booth space at the Toronto gift show and cemented its reputation as a leading provider of design-driven lines. In 2012 the company had so many lines under its belt – with dozens more knocking at its doors – that the decision was made to form a second division, Shadowbox. Ray Shikatani was brought in as a vice-president to manage that division, and this year, Ray along with Nadia Youngson, became partners in the company. Together with David they comprise a three-member senior management team which continues to offer trend-forward retailers a product line-up second to none in the Canadian market. 800-370-4857, www.youngson.com
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Inside Track NEWS IN BRIEF
Tate Group Adds New Collections Tate Group is introducing three new lines to its assortment this season: Me to We, Hygge Games and Vagnbys. Me to We is a Canadian-based organization which provides employment for over 2000 people who produce a variety of goods which include the Rafiki bracelets (see page 31). Hygge Games manufactures a fun assortment of question-andanswer games (see page 10) while Vagnbys is a Danish line of well-designed bar and wine accessories. 416-504-8047, www.thetategroup.com
Expanded Assortment for Don Schacter Don Schacter & Associates is introducing a number of new brands to its portfolio this season including knives from Ginsu (shown here), filet knives and tools from American Angler, a cooling gel system from Kanga-Cool, juicers and blenders from Kuvings and anti-fatigue mats from GelPro. 647-537-0798, www.coolproducts4u.com
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inForm News & Notes
Inside Track NEWS IN BRIEF
New Wholesaler Troika Canada has been formed as a distributor for the Troika brand. Carrying more than 500 selected products from the company’s range, Troika Canada will offer high-quality and innovative accessories for modern men and women. 416-535-6693, www.troikacanada.com
Correction! In the Spring 2019 issue of InStore, the products shown here were incorrectly identified. The product descriptions and availability noted here are correct.
Visit Fire the Imagination
Mary Square luggage tag set, $21.49 retail, Edenborough, 800-265-6398, www.edenborough.com
Kate Spade luggage tag set, $35 retail, Paper E. Clips, 800-660-7068, www.paperclips.com
Toronto Gift Fair Booth #3887 Hall 3 Toronto Congress Centre
www.firetheimagination.ca
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inSight Shop Profile
Johnny
RUTH
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On the Edge Located on the edge of the Atlantic Ocean, in historic downtown St. John’s, Nfld., Johnny Ruth is awash in iconic Canadian fashion, beautiful jewellery and incredibly cool gifts. By Andrea Reynolds
B
ending over backwards” doesn’t begin to describe the effort co-owner Kim Winsor uses to reach out and engage customers at her eclectic lifestyle store. From customized shopping experiences to being committed to their community, anyone who walks into Johnny Ruth could never doubt the sincerity and dedication put into this gorgeous store. Tell us how your store got started, and how has it evolved?
My friend and co-owner, Dave Hopley, came to me with the idea of a “simple” t-shirt store and from that, the idea for Johnny Ruth blossomed. Fourteen years www.instoremagazine.ca
later his business partnership, talent with numbers and flexibility have been integral to our success. We’ve gone from a 900-square-foot space to a 2700-square-foot space in an historic downtown property. What are the main categories of products you carry?
We carry a curated selection of moderately priced Canadian fashion, jewellery, local pottery and knitwear. We’re known for our locally designed silk-screened t-shirts. We also sell books, stationery, unique gifts and a bit of the unexpected.
JUST THE STATS Store: Johnny Ruth Location: St. John’s, Nfld. Square footage: 2700 Employees: Five full-time and four part-time Top-selling lines: Shannon Passero, Cokluch, Ninety-Eight, Anne-Marie Chagnon and Paper E. Clips Website: johnnyruth.com
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Office administrator Amanda House (left) with co-owner Kim Winsor (right).
What makes your store unique?
We’re hospitable Newfoundlanders who consider ourselves ambassadors of downtown. All our merchandise is curated. Clothing brands are hand-picked with our customers in mind. We deal mostly with smaller suppliers and it shows, because they’re as passionate about their products as we are. We also offer exemplary customer service. How would you describe your store and its atmosphere?
Because we have a short summer, I like to bring the outdoors in. Our space is airy, green, and most of all fun! We installed custom floral tiles in the dressing rooms which makes customers feel like they’re walking through flowers. They get Instagrammed a lot! How do you promote your store and what are your most successful promotions or marketing mediums?
We have a very successful weekly newsletter which lets customers know about upcoming promotions. We employ a social media person who helps us connect to a younger demographic through Instagram and Facebook and also feature an online shopping station in the store. We’re active in many community efforts that support the city and downtown core. What has been your most successful recent event?
We finished a six-week renovation and had a grand re-opening on February 23. I worked with a designer who understood our vision and together we created a beautiful, fresh space that our customers were excited to explore. 48
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Do you have a favourite new product line?
There are too many to choose from! Clothing from Ninety-Eight (www. ninety-eight.ca). This Canadian line fits regular women amazingly, and they’re fantastic wardrobe builders. The Shannon Passero Collection (www. shannonpassero.com) from Thorold, Ont. I love her luxe, easy-wear fabrics and that I can pick up the phone to talk to Shannon personally. Although it’s not new, my perennial favourite, AnneMarie Chagnon (annemariechagnon. com) still dazzles me. It’s the first order I ever wrote when we opened 14 years ago. Customers and staff have been known to fight over the catalogue when it arrives! To what do you attribute your success?
I never rest on my laurels. I treat every season as a new beginning. I surround myself with supportive, intelligent partners and staff. Staff training is another key to my success. For seven years I’ve been working with a leading retail business coach (Barbara Crowhurst) who keeps me inspired and shows me how to maximize my efforts. Looking back, what’s the biggest lesson you’ve learned?
Recognizing that my job is being responsible for everything that occurs 50
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in my store, and to take on both the negative and the positive tasks with equal passion. Manage staff, recognize their strengths and nurture their creativity. Our supportive and loyal staff have all been my greatest teachers, holding me to a higher level. What do you see for the future?
Increasing my community involvement and supporting more of our local producers. I’m committed to our downtown core and inspiring more entrepreneurs to join us in the heart of downtown St. John’s. What is your background and why did you decide to get into retail?
Retail found me. At 17, I applied for a part-time job at Woolworth’s on Water Street and continued to work in the downtown district with boutique retailers. I worked hard from associate to management positions for owners who nurtured me, which gave me the confidence to realize I could open a shop of my own. I’m forever grateful to the female retailers who’ve made me a better boss. Finally, how do you stay inspired?
I stay inspired by surrounding myself with creative and positive people, both at work and at home. I truly love spending time with my nieces who are inspiring, creative and just so much fun! inSpire. inForm. inStore.
OUR CUSTOMERS CAN’T GET ENOUGH OF POO~POURRI.” –THE PAPER STORE
YOUR NEXT BEST SMELLER Poo~Pourri is the proven, original Before-You-Go Toilet Spray made from a pure blend of NATURAL ESSENTIAL OILS that creates a barrier on the water’s surface, trapping odour below—guaranteed! MORE THAN 60 MILLION BOTTLES SOLD!
TORONTO GIFT + HOME MARKET CONGRESS CENTRE SOUTH
August 11 - 14, 2019
DAVID YOUNGSON SHADOWBOX DIVISION HALL 1, BOOTH 1803
Toronto Gift + Home Market
Alberta Gift + Home Market
August 11 - 14, 2019 Cross Border Sales Gift Agency Ltd. Toronto Congress Centre Booth # 3501, 3551 and 3941 905.417.6332
August 25 - 28, 2019 Cross Border Sales Gift Agency Ltd. Edmonton EXPO Centre Booth # 2105 905.417.6332
Corporate (USA) · 252.650.7000 · www.snooziescanada.ca Copyright 2008-2019 | snoozies!® is a registered trademark of Buyer’s Direct , Inc. | US Patent US D 598,1835 | Buyer’s Direct, Inc. | P.O. Box 818, Elm City, NC 27822 | info@snoozies.com
Spread
Good Cheer
Styled by Leslie Groves Photographed by Will Fournier
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Maximize your store’s square footage and increase sales with shelving-unit displays
On the
Level
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Line Things Up Create small groupings of the same item to create a pattern and draw attention
Building Blocks
A few tips to remember when working with shelving units: •
Keep it simple: Too much clutter can distract the eye and reduce the perceived value of the merchandise.
•
Stack flat merchandise: Keep groupings tight and create a strong, bold visual with stacks of flat merchandise, such as blankets and tea towels.
•
Light the way: Consider adding lighting to the lower levels which don’t receive as much light as the top levels. If working with glass shelves, consider spacing the products so that light filters through the shelves, accenting each level.
Avoid Dark Shelves Buy or build shelving units that have glass or light-coloured shelves. Light colours highlight merchandise and allow light to transfer and reflect while dark shelves absorb light and create heavy shadows that can swallow up merchandise.
Globes, mirrored trees and wine glasses, Abbott, 800-263-2955, www.abbottcollection.com; Ornaments, gold bowls and cups, white plates and bowls, pillows and throws, Indaba Trading, 800-746-3222, www.indabatrading.com
Styling and text by Leslie Groves Photography by Will Fournier www.instoremagazine.ca
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Add ornaments and seasonal decorations to home decor and tabletop displays to tie them in with your holiday product offerings. After the holidays, these small pieces can easily be transitioned out and replaced with small, non-seasonal accents.
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count ry hom e ca ndl e Proudly CRAFTED IN CANADA since 1991
SHOW SPECIALS! We are proud distributors of Airome and Candle Warmers Etc. products across Canada!
+
See our New Top Selling Coconut/Soy Wax Crackling Woodwick Candle
Crackling Woodwick Amber Jar
View our entire line of Wax Melts, Candles, Candle Warmers Airome Diffusers and Essential Oils in Booth #2369
Toronto Congress Centre South - The Toronto Home and Gift Market August 11 - 14, 2019
For more information and to order please call 1 800 293 7548 or email sharon@countryhomecandle.com
Go Low Display larger items on the lower levels of shelving units to help ground the display; small items on lower levels simply get lost and collect dust. Also, chose lighter colours for the lower levels. The lighting level is reduced closer to the floor so light merchandise will bounce light from above and get noticed rather than get lost in the shadows.
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Deck Styled by Leslie Groves Photographed by Will Fournier
Seasonal decorating trends
the
Halls www.instoremagazine.ca
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Comfort & Joy Keep it real with a rustic mix of traditional holiday dĂŠcor
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1/ Cushion cover, $30 retail, Harman Imports, 800-363-7608, www.harmaninc.com
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2/ Tin barn from Nutcracker, $80 retail, Candym Enterprises, 800-263-3551, www.candym.com 3/ Tin truck sign from Nutcracker, $12 retail, Candym Enterprises, 800-263-3551, www.candym.com
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4/ Llama, $33.98 retail, Nostalgia Import, 800-785-7855, www.nostalgia-import.com 5/ Planters and candleholder, $10 to $40 retail each, Abbott, 800-263-2955, www.abbottcollection.com 6/ Knit stocking, $40 retail, Abbott, 800-263-2955, www.abbottcollection.com
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7/ Iron door wreath, $60 retail, Koppers Home, 866-604-0490, www.koppershome.com
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8/ Sign, $25 retail, Stargazer Originals, 905-670-3346, www.stargazeroriginals.com
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Candym is pleased to announce Canadian distribution of Primitives by Kathy. In business for over 20 years, Primitives by Kathy is the design leader in home decor and giftables, including seasonal decorative accessories - with over 8,000 unique items designed by local and national artists.
NEW LOCATION - Toronto Congress Centre, Hall 2, Booths 2503, 2549, 2603, 2649 Sunday, August 11th - Wednesday, August 14th, 2019 | Candym/Canfloyd, 95 Clegg Road, Markham, ON L6G 1B9 Order desk: 1 800 263 3551 | www.candym.com | www.canfloyd.com
Comfort & Joy Keep it real with a rustic mix of traditional holiday dĂŠcor
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4 1/ Doormat, $35 retail, Abbott, 800-263-2955, www.abbottcollection.com 2/ Mailbox from K&K Interiors, $105 retail, Design Home Gift & Paper, 800-663-9950, www.designhome.ca 3/ Tin wall tile, $75 retail, Canfloyd, 800-263-3551, www.canfloyd.com
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4/ Reversible cushion, $39.99 to $56.99 retail, Hotline Home Goods & Accessories, www.hotlineapparel.ca 5/ Stocking hanger, $28 retail, North American Country Home, 888-303-2221, www.northamericancountryhome.com 6/ North Pole sign, $25 retail, Abbott, 800-263-2955, www.abbottcollection.com
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7/ Linen pillow from K&K Interiors, $105 retail, Design Home Gift & Paper, 800-663-9950, www.designhome.ca 8/ Metal sign, $20 retail, Stargazer Originals, 905-670-3346, www.stargazeroriginals.com
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TORONTO GIFT + HOME MARKET 2687, HALL 2
ALBERTA GIFT + HOME MARKET 1427, HALL FGH
FIND YOUR LOCAL SALES REP & MAKE AN APPOINTMENT
877-662-7745
SHOP ONLINE
wholesale.aprilcornell.ca
EMAIL US
wholesale@aprilcornell.net
Comfort & Joy
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Keep it real with a rustic mix of traditional holiday dĂŠcor
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1/ Coir doormat, $23 retail, North American Country Home, 888-303-2221, www.northamericancountryhome.com
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2/ Reversible pillow, $95 retail, Candym Enterprises, 800-263-3551, www.candym.com 3/ Gnome Santa on swing, $33.99 retail, Nostalgia Import, 800-785-7855, www.nostalgia-import.com
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4/ Wreath, $100 retail, Candym Enterprises, 800-263-3551, www.candym.com 5/ Stockings, $36 retail each, Brunelli, 866-971-4553, www.brunelli.ca 6/ Stormy Knight greeting cards, $6.50 retail each, North+South Distributors, 855-982-2111, www.northplussouth.com 7/ Reversible cushion, $39.99 to $56.99 retail, Hotline Home Goods & Accessories, www.hotlineapparel.ca
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Introducing... Chocolate Diamond
YOUR KEY HOME DECOR PARTNER
Chocolate Diamond is coming soon to Arabesque®! Get a taste at our summer shows, and order early for September delivery.
Silver Vein Corinthian Bells® Silver Vein color will be available to ship in August, but visit our booth to get an early look!
Come Hear Us Philadelphia Gift Show
Greater Philadelphia Expo Center July 21-24, 2019 | Booth 207
Las Vegas Market
visit us at the Toronto Gift Fair
NORTH BUILDING HALL 4 Booth 4629 www.forpost-trade.ca follow us on
www.instoremagazine.ca
July 28-August 1, 2019 | Pavilion 1, Booth 2082
IGC Independent Garden Center Show Lakeside | McCormick, Chicago, Ilinois August 13-15, 2019 | Booth 1836 QMT WINDCHIMES 800-345-2530 www.qmtwindchimes.com sales@qmtwindchimes.com
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Pretty in Pink A pretty palette with sweet touches of pink
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1/ Noel cushion insert, $10 retail, Harman Imports, 800-363-7608, www.harmaninc.com 2/ Faux fur ornament, $8 retail, Abbott, 800-263-2955, www.abbottcollection.com 3/ Angel ornament, $25 retail, Abbott, 800-263-2955, www.abbottcollection.com 4/ Feather wreath, $30 retail, Abbott, 800-263-2955, www.abbottcollection.com
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5/ Candle holders, $20 and $25 retail, Harman Imports, 800-363-7608, www.harmaninc.com 6/ Ornaments, $9 retail, Candym Enterprises, 800-263-3551, www.candym.com 7/ Cotton cone tree, $13.99 retail, Nostalgia Import, 800-785-7855, www.nostalgia-import.com
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8/ Noel ornament, $6 retail, Canfloyd, 800-263-3551, www.canfloyd.com
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9/ Velvet heart ornament, $15 retail, Indaba Trading, 800-746-3222, www.indabatrading.com
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10/ Party garland, $6 retail, Indaba Trading, 800-746-3222, www.indabatrading.com
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11/ Ornaments, $26.97 retail for set, Nostalgia Import, 800-785-7855, www.nostalgia-import.com 12/ Pink and gold ornament, $4 retail, Canfloyd, 800-263-3551, www.canfloyd.com 13/ Sign, $11.99 retail, Nostalgia Import, 800-785-7855, www.nostalgia-import.com 14/ Pink and gold tree, $20 retail, Candym Enterprises, 800-263-3551, www.candym.com 15/ Stocking, $45 retail, Canfloyd, 800-263-3551, www.canfloyd.com
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16/ Wooden Santas, $5.99 and $7.99 retail, Nostalgia Import, 800-785-7855, www.nostalgia-import.com
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17/ Wreath, $30 retail, Abbott, 800-263-2955, www.abbottcollection.com 18/ White glazed pottery tree, $110 retail for three, Hilborn Pottery Design, 877-445-2676, www.hilbornpottery.com
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Be Merry Add a dose of holiday cheer with seasonally-styled tabletop
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1
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4 1/ Wine bottle holder, $39.99 retail, Wild Eye Designs, 800-824-0496, www.wildeyedesigns.com 2/ Salt and pepper set, $10 retail, Abbott, 800-263-2955, www.abbottcollection.com 3/ Ornament-shaped shooter set, $47.96 retail for six, Nostalgia Import, 800-785-7855, www.nostalgia-import.com 4/ Plates, $30 retail for four, Harman Imports, 800-363-7608, www.harmaninc.com 5/ Apron, $26 retail, April Cornell, 877-6627745, wholesale.aprilcornell.ca
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6/ Pitcher, $25 retail, Stargazer Originals, 905-670-3346, www.stargazeroriginals.com 7/ Stainless steel tumbler with stopper set, $39.99 retail, Wild Eye Designs, 800-824-0496, www.wildeyedesigns.com 8/ Tea towels, $17 retail for three, Harman Imports, 800-363-7608, www.harmaninc.com
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Holiday Marketing Five Easy Ways to Market Your Store for the Season By Nicole Reyhle
I
n a scant few months consumers will be gearing up for holiday celebrations and retailers need to be prepared. With an estimated 30 percent of an independent retailer’s annual revenue coming from fourth-quarter sales, it’s important to consider how you can maximize this time of year. In the spirit of increasing profits, consider the following five ways you can merge your online and offline holiday promotional efforts to help make your holiday season one of the best yet.
1. BUILD FROM EXISTING CUSTOMERS One of the best things a retailer can do is increase interactions with customers they already know before the holiday season kicks in. Increase your posting frequency on social media and create targeted email blasts that capture attention. Furthermore, use your existing customers to help reach new consumers by rewarding them with a free gift or discount when they refer a new customer. Make sure you don’t take your eye off the ball when it comes to customer service and inventory during this time - you don’t want to disappoint your existing customers and the new clientele they send your way.
2. OPTIMIZE SEARCH ENGINE OPTIMIZATION Like it or not, search engine optimization (SEO) is a necessity for retailers. Whatever your online sales platform may or may not be, search engines determine who sees your content and whether your store name comes up in the results when customers search for specific products. To boost your business’s seasonal SEO, start by using holiday-specific keywords in your online content and make sure all of your store’s information on review sites such as Yelp and social media platforms is accurate – including store hours and contact details. These fine-print details may not seem critical but remember, it’s these details that help drive physical and online traffic to your store. The reality is this digital traffic can help you gain sales, so take the time now to ensure your SEO is as strong as possible going into the holiday season. www.instoremagazine.ca
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3. HARNESS THE POWER OF SEASONAL CONTENT
Did you know that 70 percent of consumers prefer to learn about products through content rather than through traditional advertising? If achieving impressive holiday sales is your goal, you should get an early start on your business’s content strategy. Most social media platforms – including Facebook, Twitter and Instagram – give users access to free analytics which can identify what type of content performs best with your audience. Use these free analytics to create your seasonal content strategy. Additionally, offer a call-to-action in your content that directs readers to your physical store or website.
4. CONSIDER WHICH SOCIAL MEDIA PLATFORMS MAKE SENSE Before you invest in holiday marketing, ensure the social platform(s) you’re using are popular with your core customer base. A recent study found that Gen Z (born between 1995 and 2015) mostly use Snapchat, Instagram and Twitter while Facebook is used by almost three quarters of adults across all generations and 94 percent of 18 to 24-year-olds which might explain why Facebook advertising is one of the top marketing channels for businesses of all kinds. When you factor these details into your own marketing efforts, consider where you currently spend time promoting your business, where you should spend time and how you can enhance these efforts leading up to and during the holiday season. 74
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5. GET A JUMPSTART ON HOLIDAY PROMOTIONS
A recent holiday study found that nearly 53 percent of brands report that they begin planning their holiday campaigns between the months of July and September. Consider this a friendly reminder to get going on your own marketing promotional plans ASAP if you haven’t already. Welcoming your employees to be a part of the planning can help generate new ideas while also strengthening employee morale. It may even help to identify which employees on your team can lead certain holiday efforts – such as social media, in-store special events, customer referral incentives and more – while also being sure to encourage cohesive branding and communication across all channels. Owning your own retail business can get busy, particularly in the hustle and bustle of the holiday season. It’s easy to put things off until the last minute, but by implementing the above tips you can begin to gain increased customer visibility to help keep your store top of mind this holiday season.
This article was reprinted with permission from www. retailminded.com. Founded in 2007, Retail Minded delivers news, education and support to help retailers thrive in the constantly changing and always demanding world of commerce. Gain valuable, free resources to help your business thrive at www.retailminded.com. inSpire. inForm. inStore.
Styling by Leslie Groves Photography by Will Fournier
Glad
Tidings
Sleek tabletop for hip holiday soirees
www.instoremagazine.ca
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All that Glitters Silver and gold accents for shimmering holiday tables
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1/ Napkin tray, $35 retail, Canfloyd, 800-263-3551, www.canfloyd.com 2/ Travel mug, $30 retail, Now Designs, 888-632-6422, www.danicaimports.com 3/ Bottle caddy, $24 retail, Canfloyd, 800-263-3551, www.canfloyd.com 4/ Double-wall glass cup, $13 retail, Indaba Trading, 800-746-3222, www.indabatrading.com 5/ Cheese knives, $30 retail, Abbott, 800-263-2955, www.abbottcollection.com 6/ Chindi runner, $40 retail, Indaba Trading, 800-746-3222, www.indabatrading.com
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7/ Tiered nickel tray, $70 retail, Canfloyd, 800-263-3551, www.canfloyd.com
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Toronto Gift Fair August 11-14, 2019 Booth #5301 harmaninc.com info@harmaninc.com Order Toll Free 1-800-363-7608
A Modern
Palette
Clean and versatile essentials for the kitchen and table 3
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1/ Maxwell & William’s bowl, $54 retail, Canfloyd, 800-263-3551, www.canfloyd.com
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2/ Acacia salad servers, $25 retail, Now Designs, 888-632-6422, www.danicaimports.com
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3/ Tea towels, $30 retail for three, Indaba Trading, 800-746-3222, www.indabatrading.com 4/ Serving dish and spreader set from Two’s Company, $33 retail, Design Home Gift & Paper, 800-663-9950, www.designhome.ca
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5/ Insulated bottle, $25 retail, Abbott, 800-263-2955, www.abbottcollection.com
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6/ Basket, $17 retail, Danica Studios, 888-632-6422, www.danicaimports.com 7/ Mug, $13 retail, Danica Studios, 888-632-6422, www.danicaimports.com 8/ Seagrass table runner, $32 retail, Indaba Trading, 800-746-3222, www.indabatrading.com
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FIND US AT TORONTO GIFT AND HOME MARKET Booth 5523 Hall 5 North Building *NEW BOOTH*
Join the
LITTERLESS LUNCH CHALLENGE
A product family to replace single-use plastic and paper lunch storage danicaimports.com info @ danicaimports.com
1.888.632.6422
A Modern
Palette
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Clean and versatile essentials for the kitchen and table
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1/ Cheese board set with cheese markers from Mud Pie, $45.50 retail, Design Home Gift & Paper, 800-663-9950, www.designhome.ca 2/ Coffee filter and mug set, $35 retail, Now Designs, 888-632-6422, www.danicaimports.com 3/ Wooden tiered tray, $60 retail, Koppers Home, 866-604-0490, www.koppershome.com
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4/ Beverage napkins, $5.99 retail for 20, Pinetree Innovations, 306-477-3236, www.ptisigns.com 5/ Braided trivet, $5 retail, Now Designs, 888-632-6422, www.danicaimports.com 6/ Placemat, $10 retail, Now Designs, 888-632-6422, www.danicaimports.com 7/ Apron, $24 retail, Koppers Home, 866-604-0490, www.koppershome.com 8/ Placemat, $7.49 retail, Nostalgia Import, 800-785-7855, www.nostalgia-import.com
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Toronto Gift Fair August 11-14, 2019 David Youngson & Associates
fabric feel paper napkins PULP_InstoreMagazine_Summer2019.indd 1
www.instoremagazine.ca
Hall 1, Booth #1803 pulpnapkins.com info@pulpnapkins.com Order Toll Free 1-800-363-7608
2019-06-24 10:06 AM
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Getting Online
Merchandising and retail consultant Andrea Hein makes a compelling case for why independent stores should get online now By Andrea Hein 84
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I
t feels like every piece of retail news out there is focused on the demise of brick-and-mortar stores, and while department stores are crumbling and online sales are impacting traditional retailers, does this all truly mean that main street shops will become extinct? Generations of consumers have completely different shopping habits. For instance, a female in her 60s may never shop online due to concerns around putting her credit card number out in the ether, while a male in his 20s frequents online
clothing stores, never stepping foot inside a store or mall to try anything on. Believe it or not, there is an opportunity for small retailers to appease both these consumers with the ultimate shopping experience. However, it does require flexibility and the ability to embrace both instore and online sales.
WEBSITES MADE EASY
If you don’t already have a website for your store, you need to begin here. Think of a website as a modern-day business card. Everything a customer inSpire. inForm. inStore.
wants and needs to know about your store – location, hours of operation, phone number etc. – can and should be available online. But why stop there? Once you have customers on your website, why not create an experience and ecommerce platform which keeps them there and encourages them to purchase something online? Platforms like Shopify and Square Space make creating an online store unbelievably easy. While 10 years ago this endeavour would have required hiring and paying a hefty fee to a web developer today there are free, user-friendly templates combined with 24-hour online tech support. Having an online store in addition to your brick-and-mortar location will not only reach a broader customer range, but it will also give your current customers an additional reason to shop with you.
Believe it or not, there is an opportunity for small retailers to appease both these consumers with the ultimate shopping experience.
tORONtO
Trader’s Forum
show
August 10-13, 2019 the INteRNAtIONAL CeNtRe hALL 5
6900 Airport Rd, Mississauga ON, L4V 1E8
BOOST IN-STORE SALES WITH AN ONLINE STORE
Having an online store can also help boost in-store sales. Imagine that a group of vacationers come into your store and find something so unique which they love but which they can’t fit into their suitcase because it’s too large or too fragile. This is the perfect opportunity to introduce these customers to your online store. Even better would be to hand them an iPad and help them make the purchase right away.
BRIDGE THE GAP BETWEEN ONLINE AND OFFLINE
Social media is a great way to bridge the gap between the physical and online worlds. Platforms like Instagram, Facebook and Pinterest provide retailers with the opportunity to connect with their customers when they’re not in your store. They could be sitting at home, not even thinking about making a purchase, when an Instagram post or Facebook story pops up on their feed directing www.instoremagazine.ca
shOw pRevIew & fRee RegIstRAtION At:
www.tRAdeRsfORum.CA inStore. Summer 2019
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Brick-and-mortar stores simply have to take pictures of items in their store and post them online for customers to look at and purchase. 86
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STRESS
montRéal
RELIEVING
Salon deS detaillantS du Québec
SPIN RINGS Based on prayer wheels, these remarkable rings have an outer band that spins freely giving the wearer a soothing effect that helps in releasing ANXIETY & STRESS.
QuEbEc rEtail fair
These rings & all our jewellery pieces are hand-crafted using only Semi-Precious stones, set in NICKLE FREE / STERLING SILVER.
le 18 au 20 août
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them to your online store or encouraging them to visit your physical location soon to take advantage of a limited-time offer. Unlike the over-saturated promotional emails consumers receive from big-box stores every week or even daily, social media posts allow you to connect with customers in an intriguing way by offering them an inspirational reminder of how great your store is. You can reveal new items and sale items and even feature promotional items. Even better, social media sites have shopping features built in which allow customers to make purchases directly from Instagram and Facebook – if you enable these features. Brick-and-mortar stores simply have to take pictures of items in their store and post them online for customers to look at and purchase. The same product, the same price, but a different shopping experience for two very different types of consumers.
RETAILERS DOING IT RIGHT
Stores that bridge the gap between physical and online in a compelling way are too numerous to name. The stores near me that continue to inspire me are The Nooks in Toronto and Port Hope, Ont., (www.thenooks.ca), Girl on a Wing in Hamilton, Ont., (www.girlonthewing.ca) and Blooms and Flora in Guelph. Ont., (www. bloomsandflora.com). Check out these stores’ websites and social media feeds for free ideas and inspirational. Andrea Hein is the coordinator of Conestoga College’s Visual Merchandising program as well as the owner of Andrea Hein Occasions which specialises in custom décor for various sports clients including SportsNet, CBC Hockey Night in Canada and the Buffalo Bills. She began her visual merchandising career at Walt Disney World and has worked for both boutique and big-box stores.
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edmonton
Trader’s Forum
show
august 26-27, 2019
radisson hotel & convention center edmonton 4520-76 Avenue NW, Edmonton, AB, T6B 0A5
Catch the BUZZ at CONGRESS CENTRE
HALL 3 BOOTH #3601
www.instoremagazine.ca
show preview & free registration at:
www.tradersforum.ca inStore. Summer 2019
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Home for the
Holidays Home decorating styles that tickle our fancy
Styled by Leslie Groves Photographed by Will Fournier
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Pared-Down
Panache
Neutral, texture-rich accents which effortlessly feel right on trend
1 3 2 1/ Doormat, $40 retail, Danica Studios, 888-632-6422, www.danicaimports.com 2/ MacramĂŠ lantern, $68.99 retail, Nostalgia Import, 800-785-7855, www.nostalgia-import.com 3/ Playa pillow, $68 retail, Indaba Trading, 800-746-3222, www.indabatrading.com 4/ Cushion, $50 retail, Brunelli, 866-971-4553, www.brunelli.ca
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5/ Round rug, $60 retail, Indaba Trading, 800-746-3222, www.indabatrading.com 6/ Double-sided throw, $130 retail, Indaba Trading, 800-746-3222, www.indabatrading.com 7/ Cotton basket, $19.99 retail, Nostalgia Import, 800-785-7855, www.nostalgia-import.com
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8/ Farmhouse sign, $54.99 retail, Pinetree Innovations, 306-477-3236, www.ptisigns.com
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It’s about how it makes you feel !
See us at Toronto Cangift Show, August 11-14th, 2019, Congress Center, Booth # 4519 North Building Hall 4
Pared-Down
Panache
Neutral, texture-rich accents which effortlessly feel right on trend
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1/ Sign, $38 retail, Stargazer Originals, 905-670-3346, www.stargazeroriginals.com 2/ Sahara throw, $56 retail, Indaba Trading, 800-746-3222, www.indabatrading.com
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3/ Storage basket, $90 retail, Indaba Trading, 800-746-3222, www.indabatrading.com 4/ Large buddha head, $60 retail, Abbott, 800-263-2955, www.abbottcollection.com 5/ Wool pillow, $76 retail, Indaba Trading, 800-746-3222, www.indabatrading.com
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6/ Thali cushion, $68 retail, Indaba Trading, 800-746-3222, www.indabatrading.com 7/ Moroccan throw, $132 retail, Pokoloko, 844-476-5656, www.pokoloko.com 8/ MacramĂŠ vase, $25.98 retail, Nostalgia Import, 800-785-7855, www.nostalgia-import.com
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m ToronTo GifT fair David Youngson & associates Congress Centre South – Hall 1 Booth #1803 www.Youngson.com (800) 370-4857 ext. 123
www.instoremagazine.ca
www.KayDeeDesigns.com
• (p) 800-537 3433 • (f) 800-272-0724 • orDers@KayDeeDesigns.com
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The Bright Side A perfect palette of home accents guaranteed to wash away the winter blues
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1/ Bowl, $20 retail, Indaba Trading, 800-746-3222, www.indabatrading.com
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2/ Printed rug, $200 retail, Indaba Trading, 800-746-3222, www.indabatrading.com
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3/ Faux cacti in planter, $28 retail, North American Country Home, 888-303-2221, www.northamericancountryhome.com 4/ Alcazar pillow, $100 retail, Indaba Trading, 800-746-3222, www.indabatrading.com 5/ Terracotta candle, $11.99 retail, Nostalgia Import, 800-785-7855, www.nostalgia-import.com 6/ Planters, $10 and $30 retail, Abbott, 800-263-2955, www.abbottcollection.com
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7/ Wall dĂŠcor, $7.50 retail, Koppers Home, 866-604-0490, www.koppershome.com 8/ Llama cushion, $21.99 retail, Nostalgia Import, 800-785-7855, www.nostalgia-import.com
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NEW BOOTH 4001
W W W. I N D A B AT R A D I N G . C O M (800) 746-3222
www.instoremagazine.ca
@indabatradingco
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The Bright Side A perfect palette of home accents guaranteed to wash away the winter blues
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1/ Fairtrade felt bowl, $44 retail, Indaba Trading, 800-746-3222, www.indabatrading.com 2/ Door mat, $25 retail, Koppers Home, 866-604-0490, www.koppershome.com
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3/ Fireside throw, $98 retail, Indaba Trading, 800-746-3222, www.indabatrading.com
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4/ Linen pillow, $98 retail, Indaba Trading, 800-746-3222, www.indabatrading.com 5/ Small hurricane, $10 retail, Abbott, 800-263-2955, www.abbottcollection.com 6/ Kaleidoscope throw, $72 retail, Indaba Trading, 800-746-3222, www.indabatrading.com 7/ Nicobar pillow, $104 retail, Indaba Trading, 800-746-3222, www.indabatrading.com
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July 28 - august 1, 2019 Register Now at LasVegasMarket.com Furniture | Decorative Accessories | Home Textiles | Outdoor | Fashion Accessories | Bedding Seasonal | Tabletop | Housewares | Handmade | Antiques | Gift
Store Design and Upkeep Head Shots
Retail experts Rich Kizer and Georganne Bender share ways store owners can keep their shops looking fresh and inviting By Natalie Hammer Noblitt
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Shoppers judge your store the same way they judge the cover of a book, and in less than 10 seconds they decide if they want to enter. SAYS GEORGANNE BENDER, HALF OF RETAIL DESIGN AND CONSULTING TEAM KIZER & BENDER.
W
hile being a store owner is incredibly demanding, both experts say retailers can’t let store design and upkeep slide. InStore asked Kizer and Bender how owners can look critically at their business through the eyes of their shoppers.
Q. WHEN ANALYSING THEIR STORE, WHERE SHOULD A RETAILER START? A. Kizer: In the parking lot. This is the first place shoppers make contact. How does it look? Does it feel safe? During some seasons it may get dark around 4 p.m. If so, is there enough lighting? Sometimes retailers say they don’t own the parking lot and can’t control it. That isn’t true. Besides, your customers believe you’re in charge of it. When I ran retail stores, we never owned the lots, but I assigned my staff, and worked myself, to sweep them, dump out trash cans and make sure they felt safe. Bender: Pay attention to outside lights, making sure shoppers can see clearly from the parking lot to the door. Store windows should be lit at night, even when the store is closed. Lighting the exterior sign correctly should be another priority. We see stores spend a lot of money on www.instoremagazine.ca
signage but forget to make them easy to read both day and night.
Q. ANY ADVICE REGARDING STORE WINDOWS AND THE FRONT ENTRANCE? A. Kizer: Be aware of how you can bring the inside of the store outside. It could mean adding a small table highlighting new products. You can affix a lotion bottle by the door so passersby can sample. Thoughtfully set out bowls of water and treats for pets to encourage stopping — or offer a bench where a spouse can wait. I recently saw a retailer place a large sign-holder with an attached brochure rack near the front door. The sign highlighted what shoppers would find inside and the brochures featured enticing photos of items found in the store. Probably seven out of 10 people I saw walk by picked up one. Bender: When possible set your window displays so that shoppers can see both the display and inside your store. Design your displays so they aren’t too complicated with a lot of little pieces to take in. Studies show you have eight seconds or less for a shopper to understand your message. The same goes for the front door. Shoppers need to see in and be compelled to keep moving forward. inStore. Summer 2019
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Q. INSIDE THE STORE, WHAT DESIGN TRICKS CAN HELP OWNERS CREATE ENGAGEMENT AND SALES?
to place your displays so they move shoppers through the store.
Q. HOW ABOUT LIGHTING? WHEN SHOULD OWNERS A. Bender: Giving shoppers a clear site MAKE IMPROVEMENTS? line through the store — with lower displays in front and larger, higher displays and fixtures toward the back — can accomplish this. Pay close attention to prime areas in the front of the store. Starting positively here will guide shoppers in the right direction. The first five to 15 feet inside the door is called the decompression zone. This space lets shoppers transition into shopping mode and let go of whatever they were doing before they entered the store. Understand that if you put merchandise or signage in the decompression zone, shoppers will blow right by it. Beyond that is what Rich and I call lakefront property, the area where merchandise sells best. When fresh displays rotate here, merchandise will almost sell itself. Don’t make the mistake of putting hard-to-move heavy fixtures here or use this space to house basics that rarely change. Remerchandising this area often adds energy to the store and delights regular shoppers. Next, you’ll want shoppers to hit a fixture called a speed bump, a truly great display to slow them down. Utilize low tables for prime interaction and feature eye-catching crossmerchandised items. The best of your lakefront property is to the right of your entrance. Avoid putting the cash wrap or clearance items here to keep a natural traffic pattern flowing. Kizer: Keep energy building throughout the store using displays that tell stories. Provide the feel of dance and romance to make customers want to explore further into your space. Bender: The job of your merchandising is to create and control the customer experience. Your goal is 102
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A. Bender: In our mid-60s, people need three times as much light to see as well as we could in our 20s. Is your merchandise easy to see or are there shadows on your sales floor? When was the last time you re-lamped your store? It may be time to get a professional to provide a checkup. General overhead lighting needs to be strong. Some areas, such as the cash wrap, need task lighting. Pin lighting and track lighting can help brighten areas you want to highlight, and decorative lamps or chandeliers can add interest and warmth. Kizer: For stores using florescent fixtures, check that displays run perpendicular to the lighting’s placement. Shadows happen when lights and shelving run the same direction.
Q. WHEN IT COMES TO EMPLOYEES, DOES THE WAY THEY DRESS IMPACT YOUR STORE’S APPEARANCE? A. Bender: We are big believers in uniforms to help employees look their best, be easily recognizable and to help build your brand. If you don’t tell people how to dress, it makes it harder to give input later. Keep your requirements simple. Detail in writing what you don’t want to see, such as flip flops, leggings or jeans with holes. Without a policy, dress can quickly become a hotbutton issue that feels discriminatory or subjective to your team. In your employee manual, share why you’ve chosen the dress code and how it fits with your store mission. When employees violate the dress code, talk about it right away. If one employee gets by with ignoring policy, others will feel it’s their right, too.
Q. ANY WORDS OF ENCOURAGEMENT TO GET RETAILERS THINKING CRITICALLY ABOUT STORE BASICS? A. Bender: Your store is your biggest marketing piece. Everything else you do — including social media, your website and advertising — won’t matter if a shopper sees it doesn’t reflect reality. Your shoppers’ experiences will either keep them coming back or feeling it’s not worth the effort. Kizer: Fifty percent of your product is never seen by shoppers. Regular customers may know your store so well they go to their favourite items, bypassing everything else, unless you provide a reason to stop. Changing your displays frequently, switching up merchandise and offering them new experiences are what retail is all about. Make the journey easy so they can find what they need, but also make it interesting and fun. Bender: It’s easy to get retail tunnel vision and forget to notice what shoppers see. We have an exercise called the 360-degree pass. Every day walk the aisles of your store; this shouldn’t take more than a few minutes. Other than the obvious, you won’t notice much at first, but by the third day, new things will pop out at you that need adjusting. Both you and your team should complete this exercise every day. Once each quarter grab a pen and paper, start at the front door and walk every aisle, noting what needs attention. This is a deeper dive; you want to scrutinize the sales floor and customer areas. Prioritize the tasks and get to work. Rich Kizer and Georganne Bender are consumer anthropologists, speakers, authors and consultants located in the Chicago area who provide timely advice to retailers about consumers and the changing retail marketplace. To read their blog and find out more about their services, visit www.kizerandbender.com or contact info@kizerandbender.com. inSpire. inForm. inStore.
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Fashion accessories we’re head over heels for!
Party-Perfect Fashions Styled by Leslie Groves Photographed by Will Fournier
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Stylish Staples Timeless styles with an enduring palette
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1/ Faux-fur scarf, $12 retail, Abbott, 800-263-2955, www.abbottcollection.com 2/ Cut-out fan hoop earrings, $15 retail Abbott, 800-263-2955, www.abbottcollection.com
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3/ Swarovski crystal necklace, $25 retail, BEL Jewelry, 403-340-0742, www.beljewelry.com 4/ Simply Noelle metallic crossbody, $66 retail, Ganz, 800-263-2311, www.ganz.com 5/ Alpaca-wool sweater, Pokoloko, 844-476-5656, www.pokoloko.com 6/ Simply Noelle acrylic-knit jacket, $88 retail, Ganz, 800-263-2311, www.ganz.com 7/ Faceted labradorite and lava-bead diffuser bracelet, $20 retail, BEL Jewelry, 403-340-0742, www.beljewelry.com 8/ Stackable rings, $12.99 retail each, Axicon World Imports, 800-465-5587, www.axiconworld.com
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9/ Riley necklace from Fab Accessories, $48 retail, David Youngson & Associates, 800-370-4857, www.youngson.com 10/ Velvet bag, $20 retail, Canfloyd, 800-263-3551, www.canfloyd.com 11/ Bracelets, $15 to $19.50 retail each, Premier Gift Canada, 800-387-1282, www.premier-gift.com
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12/ Chindi tote, $50 retail, Indaba Trading, 800-746-3222, www.indabatrading.com 13/ Birthstone bracelet from Demdaco, $40 retail, Canfloyd, 800-263-3551, www.canfloyd.com
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Animal Magnetism A commanding assortment of bold statement pieces
1/ Leo necklace, $30 retail, Foxy Originals, 866-438-3699, www.foxyoriginals.com
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2/ Giraffe-print wrap from Amanda Blu, $30 retail, Premier Gift Canada, 800-387-1282, www.premier-gift.com 3/ Simply Noelle chino jacket, $100 retail, Ganz, 800-263-2311, www.ganz.com 4/ Isla earrings, $30 retail, Foxy Originals, 866-438-3699, www.foxyoriginals.com 5/ Simply Noelle leopard-print satchel, $75 retail, Ganz, 800-263-2311, www.ganz.com 6/ Ella earrings, $30 retail, Foxy Originals, 866-438-3699, www.foxyoriginals.com 7/ Matilda bag with insert, $109 retail, The Foundary, 866-338-6924, www.foundary.ca
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Toronto Gift Fair Booth 1669, Hall 1 South Trends Apparel Show Edmonton Booth 1000, Hall F Thredz Show Toronto Booth 204, Hall D South
Highest Quality Vegan Fast and Fun To Sell Priced Right
www.foundary.ca contact@foundary.ca 1-866-338-6924
Natural Instincts A down-to-earth grouping with a bohemian vibe
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1/ Block-print pouch, $30 retail, Indaba Trading, 800-746-3222, www.indabatrading.com 2/ Hoop earrings, $13 retail, Abbott, 800-263-2955, www.abbottcollection.com 3/ Maple leaf necklace from Fab Accessories, $50 retail, David Youngson & Associates, 800-370-4857, www.youngson.com 4/ Mala-bead wrap bracelet, $15 retail, Abbott, 800-263-2955, www.abbottcollection.com
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5/ Cosmetic bag, $34 retail, Danica Studios, 888-632-6422, www.danicaimports.com 6/ Navajo pouch, $11.99 retail, Nostalgia Import, 800-785-7855, www.nostalgia-import.com 7/ Jolene necklace from Anne-Marie Chagnon, $108 retail, SRM Sales Consultants, 613-339-3138 8/ Fringed blanket scarf, $38 retail, Indaba Trading, 800-746-3222, www.indabatrading.com
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different is beautiful
all one size âˆź all wrapped up âˆź all so fabulous
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Cr aft ed wi th ca re in th e US A ou t of ec o- fri en dly rec yc led co tto n.
Toronto Gift #1580 www.SolmateSocks.com
SRM Sales Toronto Fall Gift & Home Market Show August 2019 New Booth #1704 in Jewellery & Accessories New Building 1, South Congress Centre 647-342-4422 | sandra.srmsales@gmail.com
www.a nne m a r i e c ha g no n.c o m
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Fashion Trends
Layered necklaces from FAB Accessories. David Youngson & Associates, 800-370-4857, www.youngson.com
Organizers from the Mode Accessories Show break down what’s on-trend this season By Sonia Straface
T
Purse from Mathilde C. 514-295-1384, www.mathildec.com
rends come and go as quickly as the seasons change, and this season is no different. From cheetah prints to delicate stacking rings, bright handbags and statement jackets, here are the top trends you can expect to see this season in the accessory world.
and silver chunky chains get a burst of colour with pops of blue and green.
COLOUR
Stacked on top of each other for maximum effect, dainty, thin rings are hot. These delicate accessories are often gold-plated with drool-worthy minuscule crystals and pearls. They are especially eye-catching when featuring stylish leaf elements and emeraldshaped crystals.
Move over monochromatic and headto-toe black, colour is here. Bright, bold colour palettes are trending across the board from purses and jewelry to shoes. Expect to see beige purses swapped out for red, green, purple and even yellow shades while gold www.instoremagazine.ca
DELICATE LAYERS
Stacked in two, three or more layers, light, layered necklaces are still in style as is mixing necklaces of different lengths such as chains and chokers.
DAINTY GOLD RINGS
Rings from Statement Grey. www.statementgrey.com
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Boots from Sole Mio Footwear. www.solemio.ca
INZI bag from High Fashion Handbags.
Wanted Jewellery from Robin White Sales. Email: robin@rwsinc.ca.
ANIMAL PRINTS
Designers are going wild with leopard, cheetah, snakeskin and zebra prints once again this season. Animal-print coats and jackets are here and they’re bringing back vintage vibes with them. These pieces are expected to stay in style for years to come.
PEARLS
Classic pearl studs are getting the statement treatment this season with bold, clustered looks. Pearls are also shown on stacking bracelets and on dainty rings. Pearl-studded purses are also trending as are shoes draped with the precious gem. For those cold fall nights, offer customers pearl-studded scarves and wraps alongside pearl-clad toques and hats.
SPARKLE
From glitter to sequins, it’s all about the bling this season. Extra sparkle and shine has been spotted on purses, especially clutches and small handbags. Designers are also giving an extra shimmer and shine to cold-weather accessories, like toques, scarves and mitts. 116
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Clutches from Sayan Bags. 514-725-1118, www.sayanbags.com
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Boots from Little Empresses Footwear.
Scarves from Pokoloko. 844-476-5656, www.pokoloko.com
STATEMENT JACKETS
Military, denim and leather jackets, along with form-fitting blazers are getting a makeover this season with statement treatments, especially on their backs. Feminine jackets with slogans and statements are popular. Look out for those imprinted with words of inspiration or empowerment.
CHUNKY HEELS
Stilettos are taking a back seat to chunky heels. Bringing back the ‘90s grunge style, thick heels and soles are being seen on all sorts of footwear from combat to riding boots.
Rings from Jackie J Fashion Inspiration. 866 862-3069, www.jackiej.co
Necklace from Merx. 866-250-9588, www.merxinc.com
CAMOUFLAGE
Camouflage is a trend that’s here to stay and it’s being hailed as more versatile than ever before. We’re seeing the stylish print treated as a main piece of a wardrobe, like pants or a jacket. We’re also seeing the print pop in the handbag and footwear world as well. The Mode Accessories Show is Canada’s largest trade show for fashion accessories and apparel. The summer show is scheduled for August 11 to 13 in Toronto, where buyers can expect to see the hottest styles from more than 200 exhibitors up close and personal. www.mode-accessories.com
Handbag from Pinkstix. 866-608-6229, www.pinkstix.com
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Best for
Styled by Leslie Groves Photographed by Will Fournier
Baby Our bi-annual guide to the latest and greatest gifts for babies
www.instoremagazine.ca
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Best for
Baby 2
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Magical Moments Baby gifts that have us spellbound
1/ Unicorn door stopper, $22.99 retail, Nostalgia Import, 800-785-7855, www.nostalgia-import.com
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2/ Reusable snack bags from Bumkins, $12.99 retail, Kidcentral Supply, 877-218-0395, www.kidcentral.ca 3/ Plush swan from Mud Pie, $41.50 retail, Design Home Gift & Paper, 800-663-9950, www.designhome.ca 4/ Protective earmuffs for infants from Banz, $39.99 retail, Kidcentral Supply, 877-218-0395, www.kidcentral.ca 5/ Fabric angel, $28.99 retail, Nostalgia Import, 800-785-7855, www.nostalgia-import.com 6/ Plush yetis from Mary Meyer, $12.99 retail each, Kidcentral Supply, 877-218-0395, www.kidcentral.ca
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r i e h t t Le s n o i t a n i g a m i soar...
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Best for
Baby
2
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Nature Calls
Rough and rugged fashions and gifts 1/ Robeez baby shoes, $48 retail, Kidcentral Supply, 877-218-0395, www.kidcentral.ca 2/ Plush bear, $36 retail, with coordinating book, $18 retail, Ganz, 800-263-2311, www.ganz.com
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3/ Llama blanket, $50 retail, Abbott, 800-263-2955, www.abbottcollection.com 4/ Hedgehog Squishable, $64.95 retail, Stortz Toys, 866-747-4191, www.stortz.ca 5/ Robeez baby shoes, $35 retail, Kidcentral Supply, 877-218-0395, www.kidcentral.ca
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See all of this and more at the Toronto Gift & Home Market, booth #3850 www.kidcentral.ca • 416.530.7529 • info@kidcentral.ca
Best for
Baby 3
2
1
Cute & Cuddly
Sweet and soft stuffies and apparel 1/ Reversible neck warmer, $17.90 retail, FlapJackKids, 800-867-7508, www.flapjackkids.com
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2/ Reversible hat, $21.90 retail, FlapJackKids, 800-867-7508, www.flapjackkids.com 3/ Penguin, $35 retail, Warm Buddy Company, 888-649-0649, www.warmbuddy.com 4/ Plush panda from Deglingos, $29.99 retail, D’Artagnan Distribution (Presse Commerce), 877-283-1333, www.dartagnandistribution.com 5/ Precious Moments’ plush mouse, $19.99 retail, Nearly Famous, 888-918-5023, www.nearlyfamous.ca
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6/ Precious Moments’ plush owl, $19.99 retail, Nearly Famous, 888-918-5023, www.nearlyfamous.ca
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Best for
Baby
3
2
1
4
Newborn Gifts A soothing and modern palette of neutrals and pastels
1/ Bath and bodycare from Honest, $12.99 to $14.99 retail each, Kidcentral Supply, 877-218-0395, www.kidcentral.ca 2/ Money bank from Demdaco, $42 retail, Canfloyd, 800-263-3551, www.canfloyd.com 3/ Elou cork toy, $34.95 retail, Stortz Toys, 866-747-4191, www.stortz.ca 4/ Soft board book and doll from Lulujo baby, $19.99 retail for book, $59.99 retail for doll, Kidcentral Supply, 877-218-0395, www.kidcentral.ca 5/ Bamboo pajamas from ErgoPouch, $39.99 retail, Kidcentral Supply, 877-218-0395, www.kidcentral.ca
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6/ Wall dĂŠcor, $17.50 retail, Koppers Home, 866-604-0490, www.koppershome.com
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kidcentral.ca
Best for
Baby
3
2
1
4
Newborn Gifts A soothing and modern palette of neutrals and pastels
5
1/ Card from Belly Button Designs, $5 retail, North+South Distributors, 855-982-2111, www.northplussouth.com 2/ Elegant Baby sock set, $33 retail, Design Home Gift & Paper, 800-663-9950, www.designhome.ca
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3/ Plush llama from Aurora, $21.99 retail, Nearly Famous, 888-918-5023, www. nearlyfamous.ca 4/ Meri Meri baby booties, $32.95 retail, Paper E. Clips, 800-660-7068, www.papereclips.com 5/ Plush baby blanket, $44 retail, Warm Buddy Company, 888-649-0649, www.warmbuddy.com 6/ Mary Meyer rattle, $12.99 retail, Kidcentral Supply, 877-218-0395, www.kidcentral.ca 7/ Meri Meri organic cotton rattle, $35 retail, Paper E. Clips, 800-660-7068, www.papereclips.com
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8/ Robeez baby shoes, $48 retail, Kidcentral Supply, 877-218-0395, www.kidcentral.ca
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’Tis the Season to be Successful How to get your business retail-ready for the holiday season By Claire Sykes
or many people, shopping is the main recreation of the holiday season, so the pressure is on gift retailers to present the most entertaining, informative and economical purchasing experience for their customers. The December holiday season is also the key retail sales and profit time of the year. Consumers have saved money or rely on their credit cards for gifts, rewarding many retailers with their highest sales. “Fourth-quarter sales could run 15 to 30 percent higher than the rest of the year,” says retail consultant Robbie Brown of R. L. Brown & Associates, in Buffalo Grove, Illinois. “But you have to operate within a narrow window of opportunity.” If there’s any time that demands the greatest effort and expense from retailers yet can offer the highest income from sales during the year, it’s the holiday season, so be sure to have a strategic plan in place early on. The most successful gift store owners do. You need to think in terms of your store operations, merchandising, promotions and customer service programs — and plan everything from your mailing list to window displays. In this article, the first of two parts, we’ll look at the importance of planning, in general, and then what it takes to prepare your budget, merchandise, social media, direct mail and advertising. www.instoremagazine.ca
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GET YOURSELF READY
Don’t hope, wish and pray. Plan! Design a specific program “that will give you every opportunity to achieve your fourth-quarter goals,” says Brown. “If you go in well-armed with a plan, you’ll do better, no question.” • Start early. Ideally, you should begin in January to plan for the end of the year. But even if it’s already nearing fall, don’t let another day go by before you prepare your store for the holidays. Look at last year’s holiday season for what worked well and what didn’t. • Schedule yourself. Whether you make a general or specific plan, write it out. Set up dates when you intend to accomplish tasks and expect results, so you can be sure to attend to everything you need. • Plan communications with your vendors. The holiday season breeds busy times and it seems everyone is overwhelmed and in a rush. When it comes to special requests with your vendors, be ready to provide them with all the pertinent details. • Have a backup plan. Brown calls it a reaction plan: “If this doesn’t happen, what are my choices? Suppose you’re selling only half of what you thought,” he says. “Two weeks before the holidays is the wrong time to come up with a solution. Think this out beforehand.”
BUDGET YOUR FINANCES
Since you’ll likely make a good portion of your year’s sales during the holiday season, you’ll probably spend the most money for that period, too. If you buy more merchandise, increase advertising, send direct mail, hire more staff, hold in-store promotional events and decorate your store, you will need to plan an expense budget well ahead of time. To assure yourself enough funds, start as early in the year as possible and plan your entire budget for the www.instoremagazine.ca
holiday season by the day, week and month. Savvy store owners begin their yearly planning with the yearend holiday-season budgets first, because they want to make sure the most important business season is not left to the last.
PLAN YOUR MERCHANDISE
If possible, give yourself time to order merchandise gradually, so you can distribute tasks, such as pricing and stocking, over several months, evenly. While you decide which products to carry in your store during the holidays, know the strengths and weaknesses of both your and your competitors’ merchandise. • Take stock of your stock. Consider the products you sell during the year. Determine which items and brands you’ll continue, discontinue or add to for the holiday-selling season. Next, how do your prices compare with those of your competitors? Based on
your merchandise selection and special holiday promotions, decide what you’ll charge your customers. • Establish a timetable for ordering. Stay in touch with your vendors regarding product availability and be sure to confirm shipping dates and terms. • Be prepared for reorders. For those last-minute customer requests, have a purchasing plan in place with your vendors. Assure the highest sales of basic merchandise and predictable bestsellers when you set up tight reordering procedures. • Make a detailed floor plan. Since you’ll be purchasing more merchandise for the holiday season and filling up the store with decorations, make proper room for both. Consider your sales space and how you can best display those greeting cards and giftwrap, while leaving enough room for your customers. inStore. Summer 2019
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•
•
PREPARE A MAILING LIST
Ideally, during the year you will have added to, or built from scratch, a mailing list of people who have shopped with you, using a POS system to organize customers by name, street and email addresses, as well as types of purchases. This information is invaluable when it comes to targeting customers, especially during the holidays. If you don’t already have a mailing list set up, now is not too late to start one for the holiday season. Whether you use a POS system or not, you can create or enhance your mailings when you: • Know who shops your store. Get each customer’s name, street and email address, phone number and products they’ve bought from you. • Join efforts with other retailers Combine your mailing list with that of a neighbouring, compatible business. The two of you can share promotional costs together. • Make postal mailings easy. For snail-mail promotions, get postcards printed up or purchase pre-stamped envelopes from the post office. • Plan a mailing schedule. Decide whether to mail promotional announcements weekly or just once during the holidays. Budget your time and expenses accordingly. 140
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• Be creative. The holiday season demands special sales and beckons festive in-store décor and promotional events. This is not the time to be ordinary; make sure your store stands out.
•
PLAN YOUR ADVERTISING
More ads populate newspapers, social media, the internet, and radio and television air waves during the holiday season. Be prepared to compete for space and attention. To make the most intelligent use of your advertising budget and determine the strategy that will best work for you: • Evaluate your year-round advertising. Take a look at which advertising methods and media have brought you the biggest successes during the year, then increase your holiday exposure with these. • Take advantage of co-op funds. Negotiate with product sales representatives for the best advertising possibilities. • Hire an agency or a freelancer. It’s worth the expense should you recognize that you simply don’t have the talent or time for designing and writing ad copy, social media blasts or radio and television spots. • Maintain consistency. Whoever creates your advertising, make sure it’s in line with your store’s brand, image and other
•
advertisements that you present all year long. Inform the buying public. In your advertisements, give the information that people need to make buying decisions at home. Don’t forget business hours; street, email and website addresses; and phone number. Include the creative. Incorporate photographs and other visuals with your print and online advertising and maximize music and sound effects with radio and television promotions. Add a store holiday logo or jingle. But don’t overdo it, since too much stimuli makes for clutter. Study other ads. Scour the internet, visit your public library and review local and out-of-town newspapers to research how other retailers, especially gift ones, advertised during the holiday season last year. These will help you generate ideas. Look at your own ads, too, to determine changes you’ll make this year. Use words that sell. Convey your holiday sales message within a context of exclusivity, to let customers know how special your business is. Imply a sense of urgency to stress the season as a “time-dated” event.
GET READY
When you plan your budget, merchandising, mailings and advertising well ahead of time, you’re that much closer to achieving a successful holiday season full of sales. But it doesn’t end there. In Part II of this article, coming in the Fall 2019 issue of InStore, you’ll learn how to prepare for your staff, store displays, in-store promotional events and customer-service programs for the upcoming holiday season. Examine every element of your business under the fourth-quarter microscope, and you’ll clearly see what you have to do to make the holidays work successfully for your store. inSpire. inForm. inStore.
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inSight Brenda Joss
Working Together
The benefits of double-teaming ouble-teaming is the concept of partnering and working with a team member from a different department. The strategy has multiple benefits beginning with the chance for team members to learn about other areas of your retail business, improve inter-department communication and share insight and knowledge. When employees can brainstorm together it leads to unexpected and effective merchandising, marketing and display ideas. It also builds comradery and creates healthy peer pressure which encourages every employee to work to their full potential. Sharing with other team members reminds everyone they’re all on the same team. We’re all trying to make the store more successful, more profitable, more reputable and a fun and exciting place to work and shop. By double-teaming we also have access to the skills
By double-teaming we also have access to the skills and personal strengths of our fellow colleagues.
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and personal strengths of our fellow colleagues. For example, a photographer has a great eye for colours and lines in a display and for other details which are often overlooked. A home décor consultant is well versed in current colour trends, an architect sees the big picture and a gardener adds freshness and life. Youth share energy and enthusiasm with “more experienced” employees while the comedian in the group lightens the mood and lifts the spirit. Granted independent work time is a necessity for some tasks, but when appropriate try the doubleteaming approach in your store and witness the surprising benefits it beholds. Brenda Joss works in the garden centre and seasonal department at Chase Home Hardware Building Centre in Chase, B.C.
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inSight Barbara Crowhurst
Increasing Traffic to Your Store
D
uring my recent travels, I’ve had the privilege of meeting and hearing from many retailers. You’ve shared the many challenges and concerns you face, so in the next few issues of InStore I’m going to address the top questions I get asked as a retail coach, beginning with, “What can I do to drive more traffic to my store?”
CURB APPEAL
Is your storefront the best on the block? Go have a look. Has it recently been refreshed? Is it welcoming? Does your signage convey what you sell? Are you promoting your website on your sign or windows?
CONVENIENCE
Click-and-collect services are in full swing. If you aren’t highlighting a representation of your store’s product offerings online, you need to play catch up – ASAP. Research shows that more than 45 percent of customers who visit a store to retrieve items they purchased online will buy something else as well.
STAFF TRAINING
Spend some money and train employees. They represent your brand and need to learn how to provide an excellent shopping experience. They should understand that the products and services you sell deliver meaningful benefits to your clients and that selling isn’t about being “pushy or aggressive” but rather about being generous with their time and expertise. If your employees view customers as an interruption to their day, you have a problem. If they aren’t welcoming customers in an honest way, your problem is further complicated. Customer service and sales training increases sales. Add role-playing to the training mix and you have a winning formula for increasing sales. www.instoremagazine.ca
HOT TOPICS How to drive traffic and increase sales
SOCIAL MEDIA
Research and anecdotal evidence suggests Facebook is the most appropriate social media platform for independent gift retailers. It appeals to a wide age range (13 to 65) and Facebook ads help stores build their online following and in-store traffic. Bridging the gap between online and offline retail is where Facebook excels. Use a promo code in your offers and see for yourself how effective this platform is.
LOYALTY PROGRAMS
Growing your business by connecting with existing clients rather than attempting to attract new ones is easier and more cost-effective. Stay in touch with your best customers via an email newsletter which details the promos, new products and products you carry along with the expertise your store and staff have in the industry and markets your serve. Use these emails to remind them of your store hours and events and that they can also shop online. Lastly, offer them a code or VIP ID of some sort so they are rewarded and feel exclusive and special. Email your questions for Barbara to retailmakeoverca@gmail.com Barbara Crowhurst is a business coach and store designer who works with clients around the world. www.retailmakeover.com inStore. Summer 2019
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inForm CanGift Connects
Summer Show Season Are you ready for the summer trade shows? By Anita Schachter
T
he staff and board members at the Canadian Gift Association (CanGift) have been working hard for the past few years to redesign and reimagine what a trade show should be. The results of that hard work and dedication will be on display at CanGift’s new Gift + Home Markets in Toronto and Edmonton this August. There are over two dozen ways each market was designed to inspire and provide retailers with the VIP treatment they deserve. The Toronto Gift + Home Market will take place August 11 – 14, at the Toronto Congress Centre. Features and benefits
On behalf of the association, we hope you join us this August as we launch the next evolution of our gift events and we hope these new markets inspire you and help your retail businesses achieve even more success.
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for buyers include free Wi-Fi, free parking, a welcome gift, breakfast seminars (including an opening keynote presentation by Michael “Pinball” Clemons), several lunch-and-learn sessions, gift-card giveaways, lunch vouchers for the first 100 gold-badge retailers, massages, lounges with refreshments, new product features and an opening-night industry party. The Alberta Gift + Home Market will be held August 25 to 28 at the Edmonton EXPO Centre, Northlands. Retailers will benefit from free Wi-Fi, free parking, breakfast seminars (including an opening keynote presentation by Jon Montgomery, host of The Amazing Race Canada), live floral demos and workshops, mimosas on the opening morning, massages, lunch vouchers for the first 100 buyers, complimentary coffee and cookies, an ice cream social, Wine O’Clock and a Market Mixer. On behalf of the association, we hope you join us this August as we launch the next evolution of our gift events and we hope these new markets inspire you and help your retail businesses achieve even more success. Submitted by CanGift President & CEO Anita Schachter on behalf of the Canadian Gift Association’s board of directors. For more information about the association, including upcoming show dates, visit www.cangift.org.
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Visit Kikkerland Design at David Youngson & Associates Toronto Congress Centre South, Hall 1, Booth 1803 KIKKERLAND.COM
@KIKKERLAND
