InStore Winter 2015

WINTER 2015

THE DEFINITIVE RESOURCE FOR INDEPENDENT LIFESTYLE RETAILERS

Summer ENTERTAINING TRENDS FOUR FUN DECORATING STYLES THE HOTTEST FASHIONS OF THE SEASON

Style

HOT

FASHIONS,

COOL TRENDS & TONS OF NEW PRODUCTS!

速

TAG FALL/HOLIDAY 2015 PRE-BOOKING STARTS AT THE TORONTO GIFT FAIR. 700+ NEW ITEMS AVAILABLE

DESIGN HOME IS PROUD TO ONCE AGAIN REPRESENT ZODAX IN 2015 MORE EXTENSIVE DISPLAY THAN EVER BEFORE AT THE TORONTO GIFT FAIR

FULL LINE IN OUR SHOWROOM, INCLUDING SPRING/SUMMER 2015 IMMEDIATE SHIP COLLECTIONS

EXTENDED DATING & FREIGHT INCENTIVES NOW AVAILABLE

SATURDAY PRE-SHOW Jan 24 | 9:00AM to 9:00PM TORONTO GIFT FAIR Jan 25-29 | Open Early 8:00AM Daily & All Regular Show Hours Front Entrance Showrooms: International Centre, Hall 1, Suites #100 & #100A

THREE WAYS TO ORDER

SPRING 2015 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 SALES REPRESENTATIVE ORDER ONLINE www.designhome.ca CONTACT US Design Home Gift & Paper Inc. 7580 Bath Road Mississauga, ON L4T 1L2 800-663-9950

REPRESENTING THE BEST HOME, GIFT & LIFESTYLE

LINES IN THE INDUSTRY

EXCITING NEW LINES NEW BRAND IDENTITY & COMPANY LOGO

NEWLY EXPANDED SHOWROOMS NOW THE 3RD LARGEST EXHIBITOR AT THE TORONTO GIFT FAIR

SEE US FIRST – OPEN SATURDAY 24TH PRE-SHOW 9AM TO 9PM INTERNATIONAL CENTRE FRONT ENTRANCE HALL 1

EXTENDED DATING & FREE FREIGHT INCENTIVES HALL 1

100A

100 FRONT ENTRANCE 1

Free Bottle of Wine Chocolates $10 or&$10 Gas Card with Minimum Order While Quantities Last

Discover Design, the premier design destination at the 2015 International Home + Housewares Show, features over 100 design and trend leaders from around the world. Find tableware, cutlery, kitchen and home collections from suppliers who make design their priority.

Be inspired, discover new...Discover Design. www.housewares.org/discoverdesign to attend: www.housewares.org/attend to exhibit: www.housewares.org/exhibit

7-10 march 2015 • chicago, usa

www.housewares.org/networking

DESIGN HOME IS PROUD TO REPRESENT BOULEVARD IN 2015

THYMES IS THE LEADING FRAGRANCE BRAND IN THE U.S. SPECIALTY MARKET NEW COLLECTIONS FOR 2014/2015: MIRABELLE PLUM, TUPELO LEMONGRASS & GOLDLEAF GARDENIA

NEW TO MARKET, HIGH QUALITY, HOME FRAGRANCE COLLECTION FREE DISPLAYS WITH FILL PRODUCT

SATURDAY PRE-SHOW Jan 24 | 9:00AM to 9:00PM TORONTO GIFT FAIR Jan 25-29 | Open Early 8:00AM Daily & All Regular Show Hours Front Entrance Showrooms: International Centre, Hall 1, Suites #100 & #100A

THREE WAYS TO ORDER

SPRING 2015 SHOWS

REPRESENTING THE BEST HOME, GIFT & LIFESTYLE LINES IN THE INDUSTRY

REPRESENTING THE BEST HOME, GIFT & LIFESTYLE LINES IN THE INDUSTRY

SEE THE ENTIRE COLLECTION AT THE TORONTO GIFT FAIR

CONTACT YOUR DESIGN HOME SALES REPRESENTATIVE ORDER ONLINE www.designhome.ca CONTACT US Design Home Gift & Paper Inc. 7580 Bath Road Mississauga, ON L4T 1L2 800-663-9950

contents

inStore VOL. 01/NO. 02

74

THIS ISSUE

Winter 2015

44 inSight DEPARTMENT

inStock

inStyle

DEPARTMENT

DEPARTMENT

21 Green Goods Eco-friendly gifts

94 Trend Alert!

Gardens of Antiquity

23 Oh Baby!

New for baby and kid Affordable little luxuries 29 Stylin’ Shades

Sunglasses for the entire family 31 Take Note!

Chic stationery

64 Summer Décor Fun new trends in indoor and outdoor summer décor

80 Fashion Trends Four styles destined to rock the fashion scene this summer

inForm

17 Hello!

Show Mania

DEPARTMENT

44 Shop Profiles Three days, three stores.

Editor Erica Kirkland’s retail road trip to Prince Edward Island.

35 News & Notes New lines, launches, industry goings-on and upcoming trade shows

93 Weathering a Sales Dip Retail expert and business coach Barbara Crowhurst on digging your way out of a sales drought

25 Indulgences

FEATURE

10 Mailbox Reader response to the first issue of InStore

FEATURE

52 Entertaining Trends

A hipster campout, bohemian picnic, flirty accessories and chic gadgets

96 The Last Word A fitting farewell to spunky veteran retailer Kathy Morrison of Something Special Gifts FEATURE

86 Get Ink

Why developing relationships with local media can be beneficial to your business

By Claire Sykes

FEATURE

60 Sign Language How to employ signage to increase your sales

By Leslie Groves

70 Store Design

A step-by-step guide to boost your store’s shopability and profitability

By Barbara Crowhurst

74 Sea Side Story How to weave a romantic seaside product story

By Leslie Groves

inStore. Winter 2015

7

inSpire. inForm

THE DEFINITIVE RESOURCE FOR INDEPENDENT LIFESTYLE RETAILERS

Editor & Publisher Erica Kirkland ekirkland@instoremagazine.ca Design & Layout JM Design Contributing Editors Barbara Crowhurst, Leslie Groves

Dedicated to helping The Independent Retailer to grow their business Services: Retail Store Design, Retail Business Coaching, Web and E-Commerce Site Design

Advertising Inquiries advertising@instoremagazine.ca Editorial Submissions editorial@instoremagazine.ca Mailing Address 103 Niska Drive Waterdown, ON L0R 2H3 Contibutors Barbara Crowhurst, Will Fournier, Leslie Groves, John Reynolds, Claire Sykes

Dedicated to helping Independent Retailers grow their business Services: Retail Store Design, Retail Business Coaching, Web and E-Commerce Site Design

Barbara Crowhurst, CEO Retail Makeover

8

North America’s Leading Retail Store Designer + Business Coach Office Line: 905.686.8898 Mobile Line: 416.522.8169 Email: retailmakeoverca@gmail.com www.retailmakeover.ca Blog: www.retailmakeoverblog.com Web Design Services: www.retailmakeoverweb.com

inStore. Winter 2015

Barbara_winter2014.indd 1

2014-12-16 12:56 PM

InStore is published four times a year for independent retailers in Canada selling giftware, home décor, fashion accessories and lifestyle items. The magazine is mailed to 12,000 stores including gift, home décor, hardware, pharmacy and florists. © 2015 Bennett Ink. The contents of this publication are the property of InStore and Bennett Ink. Reproduction or use of the contents in whole or in part, for any reason, is strictly prohibited without the written consent of the copyright owner.

The publisher is not responsible for product claims made by the companies mentioned herein.

Printed in Canada Publication mail #40841587. Return undeliverable Canadian addresses to: InStore Magazine, 103 Niska Drive, Waterdown ON L0R 2H3.

Email editorial@instoremagazine.ca

inSight Mailbox

TELL US WHAT YOU THINK! Thank you to everyone who took the time to write to us. If you have something you’d like to share, email editor Erica Kirkland at ekirkland@ instoremagazine.ca.

Inspiring & Insightful

We just received our copy of InStore magazine and we love it! Inspiring design, beautiful colours and insightful content. Everyone in our industry should be thankful to you for taking on the task of publishing the one and only industry magazine for Canadian retailers and wholesalers.

Christina Loison Creative Director Abbott

Keep These Coming!

Thank you for delivering a magazine back into the hands of independent retailers. I took it home last night and read it cover to cover.

Keep these coming!

Lydia Ordóñez-Niles Impressionable Gifts & Décor Port Credit, Ont.

Source of New Suppliers

InStore looks great! I’m so glad to have a replacement for Retail News. I’ve already looked up two new companies because of the new magazine.

Kelly Jones The Rooms Corporation of Newfoundland & Labrador Giftshop

Objective Viewpoints

Free of the constraints a magazine published by an association has, such as the defunct Retail News, I hope the editorial in InStore will be a lot more interesting, topical and objectively report the news of our industry.

Good luck!

Geoffrey Gudewill President Axicon World Imports

Much-Needed Publication

This is a much-needed industry publication and I’m happy you decided to pick up where Retail News left off.

Wishing you many successful years with this new endeavour.

Ross Amyot

Stunning & Informative

The magazine looks stunning and the articles are very informative!

Perrine Giacomazzo Kikkerland Design

Effective Already

We’re receiving phone calls from prospects and customers who’re reading the magazine. Congratulations!

Francoise Sasseville

Chéné Sasseville

I can’t tell you how surprised and excited I was to get the new issue of InStore in the mail. I will use it often as a go-to source for new and up-andcoming items.

Glenn Martin Limoncello Bedford, N.S.

inStore. Winter 2015

Congratulations! The magazine is so easy to read and the layouts are fabulous.

Josie Kirby Sales representative

Surprised & Excited

10

Congrats

Awesome Exposure

I just shipped my first wholesale order thanks to InStore! Thank you so much for the awesome exposure.

Susan Pass Remnants Design Studio

Candle and Bath Company

my fav...

inSight Hello

Visiting Canada’s smallest province to pen this issue’s three Shop Profiles (page 44) was hands down my favourite part of working on this issue.

With what I would have spent on a photographer and freelance writer, I purchased a coach ticket to Charlottetown, booked a budget hotel and with camera and pen in hand, spent three days touring the island in a no-frills rental car to compile these three stories. Thanks for your hospitality P.E.I.!

Show Mania Given the choice between visiting an exciting city like New York or a bustling venue like Atlanta, an independent Canadian retailer is more likely today to opt out of attending a Canadian trade show than ever before. When the cost of a flight and hotel is comparable whether the destination is a Canadian or American city, and the dollar close to par, many store owners are tempted by the bright lights of a new destination.

While I understand the allure of travel, I’m a strong proponent of shopping locally. If a retailer is encouraging customers to keep their buying dollars in their own backyard, then I believe it’s their responsibility to do the same – to shop in Canada and spend as much of their purchasing budget with vendors who have made the effort to market their wares here.

With over 900 exhibitors, arguably much can be found at Canada’s largest trade show – the Toronto Gift Fair, the first show on the Canadian circuit.

Granted, improvements are needed to reignite the energy and excitement that once pulsated up and down the aisles of this show, but that’s a story for another day.

If a Canadian trade show is on your agenda, please take a look at all the many brands, lines and companies which have chosen to use the pages of InStore to keep you abreast of all the new and wonderful products available right here in our own backyards.

in this issue Summer is Near!

In the midst of the winter doldrums what could be better than purchasing product for summer? In this issue, we cover the gamut of goods for the season, from entertaining and decorating styles to what’s hot on the fashion scene.

When the incredibly cool

briefcase barbeque from Kikkerland came across my desk, I knew we had to use it in this issue somewhere, if not in two places (pages 53 & 58). Ditto all the fun and flirty entertaining accessories we’ve compiled (page 56).

Deciding which products to photograph and

feature is a labour intensive process, even more so when baby and kid’s products is one of the categories (page 23). With so many adorable items to choose from, it’s hard to narrow down the choices and keep them out of the reach of your seven-year-old daughter and her friends.

Green gifts, stylish sunglasses, chic stationery, summer decorating trends and so much more awaits your discovery in the second edition of InStore. We hope you enjoy this issue. Don’t forget to drop us a line and tell us what you think. Check out what other readers have to say in our letters department on page 10.

inStore. Winter 2015

17

Also Available in

Turquoise and Coral

...something for everyone!

Cosmetic Bags

Order online at www.uppercanadasoap.com or contact customer service at 1.800.548.4097 • email@uppercanadasoap.com

Check us out at the following shows:

Atlanta Gift Show January 6th - 13th (Showroom) & 8th - 12th240 Peachtree St. NW, Atlanta; Building 3 - 5th Floor Booth #51200 Toronto Gift Fair January 25th - 29th Toronto Congress Centre Booth #11147 Alberta Gift Fair February 22nd - 25th Edmonton EXPO Centre, Edmonton Booth #2421

A NATURAL FRAGRANCE

and made free of: PARABENS PHTHALATE SLS MINERAL OIL SYNTHETIC DYE GLUTEN

A Division of Norcard Enterprises Ltd.

green goods

inStock What We’re Loving

From gorgeous teak cutting boards to chic recycled clutches, feel-good gifts for the eco lover have gone glam!

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1/ Proteak cutting boards are made from teak harvested in renewable forests. The chop and serve board shown here is lightweight and versatile. $30 retail, through Don Schacter & Associates, 416-795-9804, coolproducts4u.com 2/ Green’s Your Colour offers retailers a variety of green goods including four-in-one insulated baby bottles with four different lids. $18.99 retail, 888-492-5219, www.greensyourcolour.com

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3/ This jute bag from MMT Enterprise contains a generous amount of organic potting mix and seeds to create a small-scale garden on a balcony or terrace. 587-353-6588, www.mmtenterprise.com

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4/ Rich in vitamins A, E and F, Lemongrass Shea Butter from Green’s Your Colour helps reduce wrinkles, fine lines and scars, and boasts a natural UV protection.

888-492-5219, www.greensyourcolour.com 5/ Eco-friendly wristlets from Dynomighty through The Tate Group, 416-504-8047, www.thetategroup.com 6/ Ever Bamboo’s line of bamboo charcoal-based all-natural deodorizers are made for every use imaginable – shoes, sports, closets and fridges. $10 retail for drawer packets, 877-322-2767, www.everbamboo.com

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inStore. Winter 2015

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inStock What We’re Loving

oh baby!

2

An adorable and eclectic selection of gifts for the little ones on their shopping lists

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1/ Sturdy and sweet melamine meal sets from Ganz are available in lots of whimsical designs, boxed for gift-giving. $17 retail, 800-263-2311, www.ganz.ca 2/ Sweet little Lola the Lamb wash cloths from Zoocchini. $12.99 retail, Kidcentral Supply, 877-218-0395, www.kidcentral.ca 3/ Adorned with Arne Jacobsen’s typography, these chic melamine cups can be combined with matching plates and cutlery.

Fresh Danish, 416-806-9287, www.freshdanish.com

3

4/ Wild Habitat socks, available through Chic & Savvy, are sold in a range of wildlife themes for babies, kids and adults too.

888-462-9131, www.wildhabitat.us

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5/ Inspire creatively on multiple levels with puppet-making kits from Cate & Levi. Characters include dogs and giraffes.

416-662-9392, www.cateandlevi.com

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6/ House of Kloopsie’s line of graphic hats are made entirely in Canada and feature a variety of designs for gals and guys. $24.99 retail, 780-937-8035, www.houseofkoopslie.com

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inStore. Winter 2015

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snoozies! spring/summer 2015 During the 3 Canadian Gift Fairs!

Toronto Gift Fair January 25 – 29, 2015 The International Centre Booth 2231–2235 Cross Border Sales Gift Agency Ltd.

Edmonton Gift Fair February 22 - 25, 2015 Edmonton Expo Centre Booth 2506 Cross Border Sales Gift Agency Ltd.

Exclusive Canadian Sales Rep Agency Cross Border Sales Gift Agency Ltd. Phone: 905-417-6332 | Fax: 905-303-9846 crossbordersls@rogers.com www.crossbordersalesltd.com

Quebec Gift Fair March 22 - 25, 2015 Place Bonaventure Booth 4237 Cadeaux Arabesque/ Cross Border Sales Gift Agency Ltd.

www.snooziescanada.ca

indulgences

inStock What We’re Loving

Affordable little luxuries are irresistible to customers in need of a little pick-me-up

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1/ Sweet cat and dog toiletry bags from Jelly Cat through David Youngson & Associates.

800-370-4857, www.youngson.com

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3

2/ Reed diffuser from Finesse Home. 604-885-5494, www.finesseoils.com 3/ A new scent – Blue Summer Sky – from Yankee Candle, available through David Youngson & Associates. 800-370-4857, www.youngson.com

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4/ Plum bubble bath from Thymes through Design Home Gift & Paper. $34.99 retail, 800663-9950, www.designhome.ca 5/ High-quality nail polish sets from A.D.S. Enterprises include stamping templates and adornments. $59.99 retail, 800-561-4161, www.adsinternet.ca 6/ Skull shaped soap dishes from Abbott, $10 retail, 800-263-2955, www.abbottcollection.com

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inStore. Winter 2015

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Spring 2015 Reading Glasses Sunglasses & Accessories Collection

For more info contact your Shadowbox Rep at 1-800-370-4857 | www.shadowbox-youngson.com Toronto CanGift Fair | International Centre | Hall 2 Booth 2116/2010|

inStock

stylin’ shades

1

The Round-up

A collection of chic summer shades for the whole family!

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1/ Ideal for reading by the pool, at the beach or in the backyard, sunreaders from A.D.S. combine reading glasses and sunglasses.

800-561-4161, www.adsinternet.ca

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2/ Made with distortion-free bi-focal lenses, sunreaders from A.D.S. also protect the eyes from harmful UVB and UVA rays.

800-561-4161, www.adsinternet.ca 3/ A.D.S. has introduced 15 new styles for this season including aviator-inspired sunreaders perfect for men. 800-561-4161, www.adsinternet.ca

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4/ Wayfarer-style sunglasses from Real Kids Shades boast shatterproof lenses and unbreakable flex-fit frames.

Distributed by Kidstuff Distribution. $22 retail, 877-342-7277, www.realkidshades.com

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5/ Gold aviator glasses for kids 10 and older from Kidstuff Distribution. $30 retail, 877-342-7277, www.realkidshades.com 6/ Impact resistant polycarbonate frames make these kid’s shades both fun and functional. Kidstuff Distribution, $30 retail, 877-342-7277, www.realkidshades.com

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7/ Mogo Shades from Paper E. Clips allows customers to customize their shades with interchangeable magnetic charms. $12.95 retail for glasses, $14.95 retail for charms, 800-660-7068, www.papereclips.com

inStore. Winter 2015

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inStock

take note!

The Round-up

A stylish assortment of stationery for note taking, gift giving and journal writing

1 1/ Travel journal from Rifle through Paper E. Clips. $19.95 retail, 800-660-7068, www.papereclips.com 2/ Kate Spade pencil case from Lifeguard Press includes a pencil sharpener and eraser.

800-992-3006, www.lifeguardpress.com

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3/ An eco-friendly Honey Do List from Giveable Greetings. $16 retail, www.giveablegreetings.com 4/ Bling Bebe’s line of greeting cards are designed by Betty Kucher and made in Canada. $5 retail, 780-798-2151, www.blingbebe.ca 5/ Chalkboard art-inspired greeting cards from Jannex Enterprises. 800-668-8644, www.jannex.com

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6/ A big, fat journal from EcoJot, made in Canada entirely from post-consumer recycled materials.

416-285-7991, www.ecojot.com 7/ Made by hand in their Vancouver studio, F as in Frank greeting cards are printed on cotton or recycled cardstock using an antique letterpress machine. $5 retail, 888-512-1889, www.frankpapergoods.com

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Premier Gift Page 34

Alberta Booth 2125

Toronto Booths 8355 & 8459

6685 Kennedy Road, Unit 1 & 2, Mississauga ON L5T 3A5 www.premier-gift.com

Premier Gift Ltd. & Scantrade International Tel: 800-387-1282 or 905-795-9380

inForm

THE GOODS

News & Notes

News & Notes Cottage Life Announces Licensees

MONTREAL’S SECRET COTTAGE TOWN

*

A COTTAGER’S GUIDE TO LAKESIDE LIFTS

Island

FALL 2014 $6.95

OASIS RENO Relaxed and refreshed sets the tone for a curated selection SPECIAL GEORGIAN of products Cottage Life will launch this spring with BAY MAGIC COLIN & JUSTIN’S selected licensee vendors.

KITCHEN MAKEOVER Mixing country casual with a modern twist, the new HOW WE SAVED OUR TEARDOWN Cottage Life collection comprises furniture, home décor, food and entertaining.

The Cottage Life Furniture Collection includes bedroom FALL FARE FABULOUS BEEKMAN CARAMEL APPLES and dining room furniture from Ruff Sawn in beautiful TURKEY FOR TWO & REAL PUMPKIN BEER woods, stains and styles, H.B. Promotions’ cozy bedding and soft line items including pillows and placemats and Dundalk LeisureCraft’s Ultimate Cottage Life Chair as well as outdoor wooden furniture which provides a cottage oasis for consumers living in the country or city.

Premier Gift, through its Orange Crate Foods brand, is bringing Cottage Life entertaining to life with a full line of grilling seasonings and sauces, hot and cold dips, salsas and salad dressings.

Cottage Life will be extensively promoting these product collections through its many media platforms. The brand reaches more than 3.5 million Canadians through a magazine, television show, website and consumer shows. A Cottage Life showcase booth will also be featured at the Spring Toronto Gift Fair.

For more information contact The Licensing Shop at 416-322-7300. cottagelife.com

Ancient Treasures While woolly mammoths have been extinct for 11,000 years, their tusks have been well preserved in the Yukon, Alaska and Siberia. B.C.based Mammoth Ivory designs and sells inlaid jewellery pieces that feature these ancient tusks alongside rare gemstones and turquoise. 604-825-9519, www.mammothivoryimpressions.com Superhero Wall Art Legendary comic book heroes like Spiderman and Ironman and popular heroines Elsa and Anna from Disney’s hit movie Frozen are among the characters available in a new line of canvas art for children from Streamline Art. 800-6566408, www.streamlineart.com Make Cheese This compact and ready-to-gift Make Cheese set includes all the ingredients and instructions required to make fresh Greekstyle feta cheese. www.makecheese.ca

Correction!

In the Fall 2014 edition of InStore, the products below were incorrectly identified.

The product descriptions and availability noted below are correct.

Handcrafted necklace from Meiresthai Design through Story Showroom, 416-768-4012, www.storyshowroom.com

Lambskin necklace from Fixation, 450-332-9924, www.designfixation.com

Pretty Percale A reversible percale duvet cover in warm vanilla is one of the latest comfortable and cosy releases from Chéné-Sasseville.

Manufactured in Canada from fabric imported from Europe, a queen size duvet, including shams, retails for $300. 800-463-1237, www.chenesasseville.com

inStore. Winter 2015

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inForm News & Notes

The Old Tin Shed Named Canadian Retailer of Year

The Canadian Gift Association recently announced that The Old Tin Shed of Bancroft, Ont., is the 2014 winner of the Canadian Retailer of the Year Award.

Opened in 2002 by mother and daughter duo Janis Whitehead and Dagny Musclow, The Old Tin Shed prides itself on offering customers products which can’t be found in many other places.

Their off-the-wall décor draws people from all over Ontario. With a welcoming atmosphere and exceptional customer service, as well as its ideal location on Highway 28, The Old Tin Shed is a favourite haunt for locals, cottagers and people out enjoying a drive.

For a list of runner-ups in the Canadian Gift Association’s Retailer of the Year Award program, visit their website at www.cangift.org.

Look for an in-depth story on The Old Tin Shed in the next edition of InStore!

Izzie & Owie New from Pavilion Gift Company, Izzie & Owie baby tights in bright, fun, on-trend colours and designs. The pull-on style pants are made of a high-quality blend of cotton, nylon and spandex, lending them a wearable softness with just enough stretch for a comfortable fit.

888-762-4457, www.paviliongift.com

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inStore. Winter 2015

THE GOODS Entertaining at Home The new 36-ounce oval serving vessel from Lodge is amazing for appetizers, desserts and entrees. Pictured here is a sweet potato casserole, one of the Lodge-Kellermann family’s favourite recipes. Distributed in Canada

by Counseltron, Lodge products are made in an American foundry, and can be used for hot and cold recipes as well as over a campfire. 416-640-6100, www.counseltron.com

Citrus Zinger Zing Anything is ushering in summer with a new line of Citrus Zinger Sport bottles. The leak-free bottles include a flip-up straw for spill-free hydration onthe-go. Modeled after the original Citrus Zinger, this version also uses active infusion technology to infuse water with citrus fruit flavours, vitamins, and nutrients.

Amp up lemon water by adding cucumber or ginger to the middle section of the water bottle. 614-9378236, www.zinganything.com YOXO Pronounced Yockso, YOXO building sets, distributed by Zibbers, are a line of patent-pending, sustainable toys made from wood, wind and water. Pictured here is Orig, consisting of 34 notched pieces, several links, tubes and curves. He also comes with custom robot parts and repositionable YOXO eye stickers. His pieces can be connected to stuff around the house, like toilet paper tubes and paper towel rolls, encouraging endless hours of creatively. $25.95 retail, 800-642-0902

Introducing the

WEEKEND COLLECTION Cottage Life evokes a feeling like no other.

Relaxed, refreshed and refined sets the tone for our new line of weekend-inspired home & cottage products. Whether it’s a scented candle or a cozy bedroom set, the Cottage Life Weekend Collection will be welcome in every space, in every home. See the complete line at the Toronto Gift Fair January 25 – 29.

Hall 8, Booth 8036, The International Centre

Our Licensing Partners include:

Ruffsawn

Brunelli

Award-winning bedroom and dining designs. BOOTH 8491

Bed linens and home décor accessories.

BOOTH 12419

Country Home Candle

Dundalk Leisurecraft

Orange Crate Food Co. Grilling

Scented Candles.

Outdoor furnishings.

BOOTH 8519

BOOTH 9968

& entertaining food products. BOOTH 8459

Cottage Life Brand Power!

Cottage Life delivers more than 5 million consumer impressions per month across our multiple media platforms: Cottage Life television channel, Cottage Life magazines, Cottage Life online, Cottage Life social and Cottage Life consumer shows.

For licensing information please contact Nancy Fowler: nancy@thelicensingshop.com

inForm

Show Calendar

News & Notes

JANUARY

Unchecked Credit Card Fees Halted In early November, the Government of Canada announced voluntary agreements with VISA and MasterCard to reduce their respective credit card fees for consumer cards to an average effective rate of 1.5 per cent for a period of five years.

“This is an important first step towards ending the escalation of credit card fees that have been ballooning in Canada for the past seven years,” said Diane Brisebois, president and CEO of Retail Council of Canada (RCC).

Previously, the fees charged by credit card companies to merchants were not regulated by the government. The network providers and banks were free to charge whatever rates they liked, and retailers simply had to bear the increased cost to their business.

“The voluntary agreements to lower interchange fees by an average of 9.3 per cent is a good start,” said Brisebois, “but even at these rates, Canadian retailers are still paying some of the highest credit card fees in the world.

For example, merchants in France pay 0.28 per cent of the cost of purchase compared to what will now be an average of 1.5 per cent in Canada. These costs are ultimately borne by all consumers whether they are paying with cash, debit or credit.”

The government’s announcement included an assurance that all merchants receive a reduction in credit card fees, and that a greater reduction be provided for small and medium-sized enterprises. The agreements will include a provision for verification by an independent third party to ensure compliance.

For nearly 10 years, the RCC has been lobbying the government to regulate credit card fees. “We started with the Stop Sticking It To Us Coalition in 2008, and have continued unapologetically despite enormous efforts on the parts of the banks and the networks to discredit our fight,” said Brisbois.

Republic of Retail Launches Online Ordering Platform A new website for retailers to source thousands of consumer goods was launched this past fall.

RepublicOfRetail.com is a tradeexclusive marketplace designed for independent retailers to source and replenish product assortments from participating vendors.

A true “republic”, the website’s features and functions were custombuilt based on retailer input and feedback from a vendor advisory team.

The impetus for the project, headed by industry veteran Leigh Walters, was the lack of an online marketplace where retailers could easily source and purchase products from multiple Canadian wholesalers.

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inStore. Winter 2015

“A ‘Product as Hero’ approach to search results, with an emphasis on new, provides retailers with meaningful information,” said Walters. “The website was created to eliminate the frustration of using large search engines to find products, reduce the time it takes to find product and vendor information, provide store owners with the details they need to make a confident buying decision and connect directly with vendors to establish new relationships and place their orders.”

The new online platform also generates qualified leads for participating vendors. www.republicofretail.com

Toronto Gift Fair January 25 – 29, 2015 www.torontogiftfair.org Mode Accessories Show January 25 – 27, 2015 www.mode-accessories.com Christmasworld, Paperworld, Creativeworld January 30 – February 3, 2015 www.messefrankfurt.com NYNow! January 31 –February 4, 2015 www.nynow.com FEBRUARY Atlantic Craft Trade Show February 7 – 9, 2015 www.actsshow.ca Atlantic Retail Fair February 8 – 11, 2015 www.atlanticretailfair.ca Ambiente February 13 – 18, 2015 www.ambiente.messefrankfurt.com Alberta Gift Fair February 22 – 25, 2015 www.albertagiftfair.org MARCH International Home & Housewares Show March 7 – 10, 2015 www.housewares.org Vancouver Gift Expo March 15 – 16, 2015 www.vancouvergiftexpo.com Quebec Gift Fair March 22 – 25, 2015 www.quebecgiftfair.org

inForm

THE GOODS

News & Notes

Inside Track NEWS IN BRIEF

Ivy & Alex Project A line of reversible and convertible dresses forms the basis of the Ivy & Alex Project, a joint initiative between wholesaler Flapjacks (formerly Luvali Convertibles) and World Vision.

Conceived by 10-year-old Alex Dinsmore (pictured here), the daughter of Flapjacks’ president Jacqueline Dinsmore, proceeds from the sale of the dresses will be donated to causes all over the world. The Ivy in Ivy & Alex stands for “I Value You.” Proceeds from each dress will go to support specific needs. For instance, the Granny Apple Green dress will provide nutritious food to needy families while proceeds from the Pink Lemonade dress will provide access to education and medicine. 800-867-7508, www.luvaliconvertibles.com Design Home Magnifies Showroom Space Design Home Gift & Paper has significantly expanded its front entrance showroom space at The International Centre. The expansion puts the company on the map as the third largest exhibitor (by sales space) at the Toronto Gift Fair, after David Youngson & Associates and Abbott.

Jay Djang, Design Home’s director of sales and marketing, said, “We are proud to make these significant investments to maintain our leadership position and to increase our visibility for our high-profile suppliers such as Tag, Thymes, Creative Co-op, Zodax and the 15 other companies we represent. In addition to increasing our footprint by nearly 70 per cent, our showrooms have received a completed revamp of finishes to give our space a brighter and more contemporary feel.”

800-663-9950, www.designhome.ca.

World Folk Art Joins Fair Trade Federation World Folk Art, a wholesaler of fairtrade clothing and accessories, is now part of a network of over 250 fairtrade businesses after joining the Fair Trade Federation, a trade association that strengthens and promotes North American organizations fully committed to fairtrade.

To become a member, applicants must submit thorough documentation describing their organization’s relationship with producer partners and their efforts to provide good work conditions, fair wages, safety, environmental sensitivity and financial transparency.

“We really commended the way World Folk Art has established longterm relationships with artisans,” said Renee Bowers, executive director of the Fair Trade Federation. “They visit the artisans often and do a great job of working towards developing business capacity.”

800-567-2670, www.worldfolkart.com

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Skinnies by Snoozies For spring and summer 2015, Snoozies is rolling out a line of lightweight, stretchy foot coverings – Skinnies. With over 50 prints in six new collections, the machinewashable material boasts non-skid soles, comfort-fit technology and exclusive-to-Snoozies pom-pom Sherpa lining. Available through Cross Border Sales. 905-417-6332, www.snooziescanada.ca

Chilean Clothing The fairtrade, handmade knitwear brand Amunche is one of the few clothing lines manufactured in Chile to achieve international recognition. Brought to Canada by former television personality Sue Warden, Amunche – which means “to wander” in Spanish, allows Canadian women to don exclusive Latin American inspired designs and provides new work opportunities to Chilean knitters and local artisans.

The clothing materials are all locally sourced in Chile - the wooden buttons are recycled and individually carved using leftover timber from southern Chile, the leather neckline labels are hand stamped from recycled leather and the cozy sheep wool used in the fall and winter line is sheared and dyed in Chile.

647-703-9011, www.amuncheimports.com

Totally Clawsome Add canned or freshcooked lobster along with sour cream and mayonnaise to this special seasoning blend from Gourmet du Village for a creamy and tasty dip. Serve with crackers or artisan crusty bread for an easy appetizer or as an alternative to Lobster Rolls. 800-668-2314, www.gourmetduvillage.com

inForm

THE GOODS

News & Notes

Inside Track NEWS IN BRIEF

Suppliers of the Year The Canadian Gift Association has announced its annual Supplier of the Year and Sales Representative of the Year award winners.

Specializing in fashion-forward and leading edge giftware, Splash International Marketing, located in Markham, was awarded as the best supplier in the large category.

The winner in the medium category was Mississauga-based wholesale distributor Stargazer Originals. From its 13,000 square-foot wholesale emporium, Stargazer Originals supplies retailers from across Canada.

ByChance, a wholesaler and importer of unique ladies accessories, located in the heart of the Mississauga trade area, won in the small supplier category. Their product line includes stylish jewellery, scarves and pens.

Honourable mentions for the 2014 Supplier of the Year were given to Enesco Canada (large), Grand International Trading (medium) and Ma’s Kitchen (small).

Sales Representative of the Year in the independent category was awarded to Laurel Owens with an honourable mention given to Rosy Loewith. The winner in the corporate category was Clark Cooper with an honourable mention given to Jacqueline Kent.

Hydrate in Style Canadian Gift Concept is adding a number of new hydration items to its collection this season. The My Pad Bottle can be laid flat or stood on end. Its slim shape seamlessly slides into handbags, gym bags and man bags. The InStyle Pill bottle, on the other hand, simplifies life by combining a daily pill dispenser with a water bottle. The dispenser snaps on and off the side of the bottle, making it a convenient, ideal and discrete way to keep your pills and water in sync.

866-411-1043, www.cgconline.ca

Kameleon Jewelry Reaches Social Media Milestone This October, Kameleon Jewelry reached an exciting social media milestone with 50,000 fans on Facebook. The company’s Facebook page was designed to be a place where their community of fans could interact; enjoy previews of new products, weekly giveaways; and connect with other Kameleon addicts. www.kameleonjewelry.com Lladró’s New Chinese Zodiac Figurine In anticipation of the Year of the Goat in the Chinese calendar, Lladró has added a goat figurine to its Chinese Zodiac Collection. With gold horns and Lladró flowers on the porcelain base, the goat’s white body stands proudly, representing goodness, tenderness and family love in the Chinese Zodiac. The goat was the eighth animal to be called by Buddha; eight is an auspicious number in some Asian countries, symbolizing peace and prosperity, and in acknowledgment of this fact, Lladró has produced 1888 pieces of this limited-edition piece. The number of the series appears on the wooden bottom of the base. www.lladro.com

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Lampe Berger Releases Limited Edition Lamp A translucent black fragrance lamp with five rows of elegant beads is a new, limited-edition release from Lampe Berger. The chic lamp is packaged in a stylish powder pink and black gift box with a limited-edition Snowy Pines scent.

800-304-7581, www.lampeberger.ca

inSight Shop Profiles

road trip

PRINCE EDWARD ISLAND InStore Editor Erica Kirkland checks out the retail scene on the Island’s two largest cities, Charlottetown and Summerside

Famous for its red sand beaches, potatoes and Anne of Green Gables, Prince Edward Island also offers its 145,000 residents and 1.2 million annual visitors an array of adorable shops, charming boutiques and sophisticated retail outfits. Indeed, small and medium-sized businesses are the backbone of P.E.I.’s economy, with the second largest per-capita number of SMEs of any province and territory in Canada.

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Northern Watters Knitwear Keeping old and new traditions alive

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heir world-famous knit sweaters, offered in 36 styles and 36 colours, have the pride of place in Charlottetown’s Northern Watters Knitwear. Crafted on Swiss-made looms (above), hailing back to the 1940s, each sweater is individually made. It takes over a year for a new knitter to learn how to operate the antique looms, and only British worsted oiled wool, spun especially for the knitters, can be used on the finicky machines. The warm and water-repellent sweaters have been made on the island for 26 years. Bill and Wanda are the fifth owners of the business.

After the couple emigrated to the island from Nova Scotia in 1988, Wanda landed a job with Great Northern Knitters, quickly becoming one of the company’s most adapt knitters. Her business savvy led her to a management position and when the opportunity arose to purchase the perpetually bankrupt company, Wanda was adamant the business could be run successfully, and fought tooth and nail to keep her job. It seems an odd rationale for purchasing a business, but not on the Island. In P.E.I., when you find a good job, you hold on to it – for life.

Formally known as British Woolen Knitters and Great Northern Knitters,

the history of the business is rocky with many bankruptcies along the way. But after landing a prime retail store front on Charlottetown’s coveted Richmond Street – Victoria Row - for the past seven and a half years, under the Watters tutelage, the business has blossomed Armed with the machines and a $4000 operating budget, Wanda downsized the business from its 9000-squarefoot production, warehouse and sales facility on Queen Street to its current 1600-square-foot home on Victoria Row, nestled among cafes, shops and galleries. Fifteen months after opening, Bill retired from his job driving tractor trailer to manage the front of the store so Wanda could devote her attention to their growing wholesale business. Today, Northern Watters Knitwear employs 11 islanders and 60 home knitters, and sell their sweaters to 200 stores across Canada.

Their wholesale business grew as the result of participation, as exhibitors, in trade and craft shows across Canada.

Besides growing their wholesale division, their participation in trade shows also helped establish their shop as the top craft retailer on the Island. During each show they meet other artisans, observe how

well their goods are made and how well they sell, and build partnerships – now with over 120 local and national artisans.

Bill and Wanda are, justifiably, proud of their accomplishments – saving a storied business, employing islanders and helping artisans from coast to coast keep their individual crafts alive and well. Their passion for both their knitwear and the wares of other artisans is contagious. Bill’s knowledge and belief in the products he oversees in the front of the store is all it takes to sell them to the thousands of tourists who stop by.

On their website you will find this message from Bill and Wanda: “In an age when most manufacturers strive to cut costs and improve efficiency, it has become our goal to be about one hundred years behind the rest. While it may seem like an odd achievement, it is the only way to fulfill our objective of offering the highest-quality outdoor sweaters in the world. No sweater we make is complete until the hang tag has been signed by the knitter who actually made the garment.

We are indeed one hundred years behind the times, and we wouldn’t have it any other way.” www.nwknitwear.com inStore. Winter 2015

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inSight Shop Profiles

Emmett & Ellie’s

An enviable assortment of vintage, handmade and new is on display in this University Ave. shop

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butted at one end by Province House, the birthplace of Confederation, University Avenue in downtown Charlottetown is surrounded by historic buildings, and is a fun strip to walk, filled with hip coffee shops, quaint fish and chip joints and numerous retail stores. One of the street’s newer businesses is Emmett & Ellie’s. Home to handmade, natural bath and body products made by owner Donna Keenan, the work of many island artisans as well as antiques, the store is delightful. The perfect mix of products is elevated by beautiful merchandising. At every turn there is sweet assortment or vignette to stop you in your tracks, all of which are painstakingly orchestrated by Donna. The shop, and its sister location in Victoriaby-the-Sea, is a result of her life-long love affair with antiques, talent for display and a new-found love of crafting soaps and bath balms, which she also wholesales to 25 shops in the east coast.

“In 2011 I was in between jobs when I was watching Oprah. It sounds cliché, but the show focused on the comforts of home. Martha Stewart was a guest and demonstrated how to make bath salts.

I’m a bath nut, so I taught myself how to make the bath salts and soap. I did one craft fair and it went from there.”

Surprisingly, the shop’s goods are sourced almost entirely from the Island.

Donna attends the annual P.E.I. Buyers’ Market in January, and also finds items

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from young crafters at local markets.

The farthest afield she’s gone to buy is Nova Scotia, to the ACTS show. She’s had one visit from a sales representative, and has never travelled to the Toronto or Alberta gift shows, although she hopes to this year. Her expansion into giftware is recent – and has been done tentatively with a focus on selecting items and lines that meld nicely with her handmade and vintage collections.

Despite the challenges of retailing in a province which is geographically challenged and highly reliant on tourism – over 1.2 million people visit the Island each year – retailers in P.E.I. are not prone to complaining, about anything. They take most things in stride, thankful for the businesses they’ve been able to build and sustain. Complaints about big-box stores, high rents and cut-throat competitors are not voiced, although all but the cut-throat competitors exist.

With a population of just 35,000, Charlottetown retailers have a very small local population to draw from. As such, the vast majority of sales for most retailers are the result of tourism. In fact, Donna closes for the entire month of January for a well-deserved rest. After the summer tourism traffic dies down, the shop’s traffic picks up with holiday shoppers. In the winter, all the way into April and May, it’s a struggle for many retailers to keep afloat, which is why many of them on the island – like Donna – are diversified, both making and buying the goods they sell.

inSight Shop Profiles

Prestige

A Summerside retail enterprise created by a team of serial entrepreneurs

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he Island’s second largest city, Summerside, is home to the nearly empiric businesses that operate under the Prestige banner. The meandering 60-kilometre drive from Charlottetown, with stunning scenic views of red clay shores and rolling pastoral hills, is a deceptive introduction to this slick retail operation.

With a population of 15,000, Summerside is an unlikely location for a large retail business like Prestige. Situated on a sprawling piece of land, which was once home to a horse-riding academy, the 12,000-square-foot building houses the manufacturing facility and showroom for Prestige Kitchen, Prestige Home Décor and Prestige Floral.

To say the business has grown from its inception in 1973, when it was run out of Wayne Parnham’s home, is an understatement. Today sons Jerry and James oversee the kitchen cabinet business (Prestige Kitchens is the largest manufacturer of custom kitchens in Atlantic Canada), while Jerry’s wife Joanne (pictured here) has crafted Prestige Home Décor into a destination store for islanders and tourists looking for both hand-crafted kitchens along with unique giftware, home décor and stunning floral arrangements designed by her brother Michael Jackson (pictured here) in the Prestige Floral Studio.

The Parnhams entry into the gift and home decor business was the product of happenstance. After purchasing candleholders and other accessories from the local Winners to warm up

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the kitchens in the showroom, they realised there was an untapped market in Summerside. Joanne quickly found herself at the Toronto Gift Fair, buying mostly primitive styled products for the store.

And, then, in her words, “things went crazy.”

Three years later, in 2010, the accessories were taking away from the kitchens and demanded a space of their own. Top-selling lines and products include those from Springwater Woodcraft, Stargazer, Unique Traditions and Streamline Art. “We are about five years behind the trends here,” says Joanne of her customers’ preference for goods that have lost their shelf life elsewhere in Canada. “The primitive aesthetic is still strong on the Island. It’s only recently that we’ve introduced customers to modern pieces.”

These bold and more colourful pieces of décor and accessories blend in perfectly with the floral space, while the more traditional goods are housed in the kitchen showroom and adjacent retail spaces. In the summertime, the Parnhams will be focusing on coastal and nautical accessories in their new outdoor living showroom, home to Bull outdoor kitchens, patio furniture and outdoor accessories.

In the sprawling strip-mall that is home to Prestige’s multiple retail faces, a new space is coming open, the result of a tenant vacating, and it’s anyone’s guess what these serial entrepreneurs will venture into next. www.prestigehomedecor.ca

As a successful retailer, you are always looking for unique products and a diverse mix of new ideas to help set you apart from your competitors.

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Heat

WAVE

inStore. Winter 2015

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From hipster campouts to bohemian picnics, here’s what’s in store for summer dining and entertaining

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Summ Ente

Styling by Leslie Groves Photography by Will Fournier

mer ertaining Mugs, Abbott, 800-263-2955, www.abbottcollection.com; Blue and red throws, ChĂŠnĂŠ Sasseville, 800-463-1237, www.chenesasseville.com; Red Canoe RCN bag, National Heritage Brands through David Youngson & Associates, 800-370-4857, www.youngson.com; Portable barbeque, hand-crank solar radio, Kikkerland through David Youngson & Associates, 800-370-4857, www.youngson.com; Long-handled popcorn maker and nut pan, North American Country Home, 888-303-2221, www.northamericancountryhome.com; Travel tumbler, Thermos, www.thermos.com

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Embrace your free spirited side with a romantic picnic spread

Bohem Rha Cut-out hurricane lantern, Accent Imports, 800-263-3551, www.accentimports.ca; Coral embroidered cushion, coral throw, Bovi, 800-361-6695, www.bovihome.com; Wire basket, Candym, 800-263-3551, www.candym.com; Magenta and floral pillows, acrylic glasses, Canfloyd, 800-263-3551, www.canfloyd.com; Pink throw, ChĂŠnĂŠ Sasseville, 800-463-1237, www.chenesasseville.com

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mian apsody inStore. Winter 2015

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inStock

fun & flirty

What We’re Loving

Bright and bold tableware and accessories for summer soirees

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1/ Pretty melamine plates from Waste Not Paper. $33.95 retail for four, through Paper E. Clips, 800-660-7068, www.papereclips.com 2/ Sweet linen hand towels made in India. $17 retail each, Abbott, 800-263-2955, www.abbottcollection.com 3/ Popsicle-adorned glasses from Waste Not Paper. $24.95 retail for four, through Paper E. Clips, 800-660-7068, www.papereclips.com

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4/ Scoop & Go Ice Cream tools from Kikkerland boast fun screwdriver handles. $11 retail for four, through David Youngson & Associates, 800-370-4857, www.youngson.com

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5/ The Pure Safe-Shell glass bottle boasts a revolutionary coating that enhances durability. $26.99 retail, Precidio, 905-412-0156, www.pureglassbottle.com 6/ Stay fashionably hydrated with a Kate Spade tumbler. Lifeguard Press, 800-992-3006, www.lifeguardpress.com 7/ Kick back and enjoy summer drinks in style with tinted stemless tumblers. $30 retail for four, Abbott, 800-263-2955, www.abbottcollection.com

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inStore. Fall 2015

Over 1600 items at our biggest booth ever, Toronto Gift Show.

January 25th - 29th, hall 11, booth 11529 WINNER

Best Booth Award Toronto Gift Show Fall 2012

inStock

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What We’re Loving

sleek &chic Modern and masculine entertaining gear and gadgets

2 1/ Microplane’s classic zester is available in a rainbow of spring and summer colours. $17.95 retail, Microplane International, 800-5552767, www.microplaneintl.com

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2/ Pop corn the old-fashioned way - over an open fire with a long-handled popcorn maker from North American Country Home. 888-303-2221, www.northamericancountryhome.com

3/ Hand-crank solar radios from Kikkerland allow for seven hours of listening time when fully charged. $44 retail, through David Youngson & Associates, 800-370-4857, www.youngson.com

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4/ Grill on the go with a portable briefcase barbeque from Kikkerland. $100 retail, through David Youngson & Associates, 800-370-4857, www.youngson.com 5/ Individual Little Dipper snack bowls are stackable, adorable and dishwasher safe. $2.99 each, Fox Run Brands, 800-383-0122, www.foxrunbrands.com 6/ Mood Food serving trays from Room Copenhagen are available in nine different colours. $14.99 retail, www.roomcopenhagen.com

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7/ Make quick work of chopping fresh herbs with the Roller Herby. $29.99 retail, Ventures International Products, 800-663-0088, www.venturesintl.com 8/ The Stuffit Platter is a fun way to serve hot dogs or tacos. $9.99 retail, Fox Run Brands, 800-383-0122, www.foxrunbrands.com 9/ With an integrated tea infuser this travel tumbler can either keep the brew piping hot or icy cool.

Thermos, www.thermos.com

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By Leslie Groves

Sign Language It provides direction, information and inspiration.

As a silent salesperson, signage will increase sales dramatically. Here’s how to employ it successfully.

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customer enters your store for the first time. Put yourself in their shoes. They have to get groceries before they pick up the kids from school. The kids have hockey and piano lessons and nobody knows what’s for dinner.

Our customers lead busy lives and have little time to decompress. When they step into a store they want to be inspired and need direction, especially if they’re not familiar with the store or its products.

Studies show that nearly half of all purchase decisions are made in store, and signs act as silent salespeople, welcoming customers, directing them to various departments and educating them on the features and benefits of the merchandise.

Store owners should be utilizing a variety of signs; each have a specific roll to play in driving sales.

Directional Signs

Directional signs signify service areas and/or direct attention to specific departments. They’re normally large and either hung from the ceiling or placed on the wall above eye level.

Promotional These are signs used to highlight specific product groupings such as “Hottest Trend”, “New Product” or “Customer Pick”, typically identified by a specific colour or graphic which becomes recognizable to customers. Promotional signs can be presented in a variety of formats, including posters, framed signs and tent cards.

Shelf Talkers

Located directly beside a product, shelf talkers showcase the less obvious features and benefits of an item in about three bullet points.

Justify the bullet points to the left for ease of reading, and place the signs at eye level for maximum impact.

Pricing

If a customer can’t see the price, they aren’t likely to buy. Hidden price tags frequently result in lost sales, so price your product prominently.

When it comes to sales and promotions, clearly state the sale price rather than a percentage discount. Most customers are unsure how to calculate a percentage or simply don’t want to.

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Good Practices

What’s Your Sign?

Living in a fast-paced world, store owners have seconds to make a statement and strategic planning is required to capture the attention of shoppers and engage them as they move throughout the store. Integrating effective signage increases the chances of making a sale once a customer is already in the store, reducing the need to work twice as hard to attract new customers through more expensive methods.

• Signs should be consistent in style and easily recognizable • Branding should be prevalent in order to build and reinforce the store • Fonts should be bold and easy to read.

Fussy scrolls and busy typefaces are more of a distraction than an attraction.

• Use no more than two fonts to keep the message clean and easy to read • Make signs easy to decipher by using contrasting colours for the font and background • Don’t be tempted to fill blank spaces.

White space makes a sign easier to read.

With an aging population it’s even more important that signs be legible. According to the folks behind Signazon.com, a good rule of thumb is every one inch of letter height provides 10 feet of readability.

Boutique owners often pride themselves on being unique, yet often overlook the importance of professional signage, an oversight that can leave customers feeling less confident in their products and pricing, in addition to altering their perceived value of the product.

Signs should reflect the individual personality and style of a store. If vintage is your style, use antique frames to hold signage within feature displays and ivory or craft card stock attached to smaller items or collections with clothespins. For an outdoor living or garden store, slide computer-generated signs printed on heavy cardstock into slits cut into natural birch logs. A retro-themed store could use polka dot banners suspended from the ceiling with matching shelf talkers. The options are endless and should be customized to reflect and complement a store’s individual aesthetic.

Signs are connection points and deserve the same attention to detail as other facets of your retail business. Each time you update a display or product selection, remember to update your signage too.

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FIVE THINGS TO REMEMBER 1.

Be consistent

2. Update regularly 3. Incorporate your identity 4. Use simple bold fonts 5. Contrasting colours will catch the eye

CANADA'S CHOICE FOR RETAIL SUPPLIES, DISPLAYS AND STORE FIXTURES

2 LOCATIONS

60 West 3rd Avenue, Vancouver, BC V5Y 1E4 14325 Yellowhead Trail, Edmonton, AB T5L 3C4 Mon-Fri 8:30am-5:00pm Visit us at the CanGift Fairs: Toronto (Booth #10313) Edmonton (Booth #1255)

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1-877-433-3437

Vancouver Phone: (604) 708-3100 Fax: (604) 688-8230 Edmonton Phone: (780) 733-4100 Fax: (780) 454-8230

www.eddies.com EVERYTHING

FOR THE RETAIL STORE™

Suite 101 - 8557 Government St. Burnaby | BC | V3N 4S9 P 604 422 0174 | F 604 422 0175 www.goshervin.com

Client: Eddies Docket Number: 8688 Project Name: CGTA Retail News Ad Program: [ x ] InDesign, [ ] Illustrator, [ ] Other ________ Trim Size: 7.375” x 4.5” Date Prepared: December 5, 2014 Proof Version: v01 Proof Output: 100 %

Colour Space: [ x ] CMYK, [ ] B&W, [ ] RGB, [ ] Spot(s) ____________ Images: [ ] FPO, [ x ] Final Copy: [ ] FPO, [ x ] Final Font Sizes: [ ] HL [ ] Body [ ] Legal Printer/Supplier/Publication: ________________________________ Designer: _____________________________________________ Creative Director: KW Project Manager: SM / SW

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SUMMER Dig up fresh sales with new home and outdoor dĂŠcor in four fun themes

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Naturally Curious Birds, bees and trees - the nature enthusiast will really dig this garden dĂŠcor assortment

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1/ Corinthian Bells windchime available in 10 sizes. From $54 retail, QMT Windchimes, 800-345-2530, www.qmtwindchimes.com 2/ Herb pot set. $36 retail, Paper E. Clips, 800-660-7068, www.papereclips.com 3/ Snail-shaped tealight holder. $29.95 retail, Action Imports, 800-668-5374, www.actionimports.com 4/ Tree of Life doormat. $32 retail, Abbott, 800-263-2955, www.abbottcollection.com 5/ Handcrafted metal Tree of Life wall hanging. $29.95 retail, Bayshore Imports, 877-829-3153, www.bayshoreimports.com 6/ Primitive Cottage for a fairy garden. $46 retail, Axicon World Imports, 800-465-5587, www.axiconworld.com

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DECOR

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By The Sea Seaside-inspired dĂŠcor for the cottager, lake-goer or city dweller dreaming of a water-side retreat

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7/ Large bamboo lantern. $150 retail, Accent Imports, 800-263-3551, www.accentimports.ca 8/ Metal candle holders. From $33 retail each, Forpost Trade, 800-269-1167, www.forpost-trade.ca

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9/ Seagull statuary. $26.95 retail, Bayshore Imports, 877-829-3153, www.bayshoreimports.com 10/ Ivory cotton throw. $40 retail, Canfloyd, 800-263-3551, www.canfloyd.com 11/ Indoor/outdoor wall art. $50 retail, Canfloyd, 800-263-3551, www.canfloyd.com 12/ Angel fish apothecary jar. $45 retail, Abbott, 800-263-2955, www.abbottcollection.com

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Creature Comforts Whimsical and fanciful decorative items for the young at heart

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13/ Wild & Wolf birdhouse. $33.95, Paper E. Clips, 800-660-7068, www.papereclips.com 14/ Kaleidoscope butterfly dĂŠcor.

Next Innovations, 218-547-5990, www.nextinnovations.net

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15/ Wooden cardinal birdfeeder.

Pinebush Home & Garden, 877-664-3247, www.pbhomegarden.com 16/ Linen pillow. $54 retail, Design Home Gift & Paper, 800-663-9950, www.designhome.ca 17/ Collectible frogs. From $5.50 retail, Forpost Trade, 800-269-1167, www.forpost-trade.ca 18/ Ladybug coir mat. $36 retail, Design Home Gift & Paper, 800-663-9950, www.designhome.ca

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QMT Windchimes

®

We Make the Wind Sing™

Axicon Page 67 Gift Shows Toronto: 9107, Congress Alberta: 1465, Hall F

Axicon World Imports Inc. Exclusive Distributor 800-465-5587 www.axiconworld.com

Beads

C

®

Corinthian Bells

®

Premium, hand tuned wind chimes.

Made in the USA & NAFTA certified.

See us at the Canadian Gift Fair!

Jan 25-29, Toronto - Hall 2, Booth 2375

800.345.2530 www.qmtwindchimes.com sales@qmtwindchimes.com inStore. Winter 2015

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Modern Manor Sleek and chic garden and home dĂŠcor for the city slicker

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19/ Natural-fibre coir mat. $17 retail, Abbott, 800-263-2955, www.abbottcollection.com 20/ Ceramic vase. $48.50 retail, Design Home Gift & Paper, 800-663-9950, www.designhome.ca

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21/ Hand-blown glass water receptacle. $20 retail, Kikkerland through David Youngson & Associates, 800-370-4857, www.youngson.com

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22/ Teal yarn throw. $50 retail, Canfloyd, 800-263-3551, www.canfloyd.com 23/ Large green birdfeeder.

Pinebush Home & Garden, 877-664-3247, www.pbhomegarden.com

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Toronto Gift Fair: Booth 8341

indaba

www.indabatrading.com 1 800 746 3222

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A step-by-step guide to increase your store’s shopability and sales with a nine-square grid layout

Store Design

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inStore. Winter 2015

By Barbara Crowhurst

A nine-square grid store layout guides product placement for maximum profitability

N

umerous studies conducted on shopping behaviours show that the majority of consumers follow specific paths when browsing a store. For example, most turn right upon entering. The store design grid detailed here utilizes knowledge gained by these studies to identify naturally-occurring premium selling spots and non-productive zones, making it easy for every store owner to design a superior selling space. Determining where to place the cash counter, bestselling categories and attention-grabbing displays is a breeze when you use the nine-square grid to store design.

STEP 1

Place the grid (see next page) over a rough floor plan of your store, lining the bottom of the page up with the front of your store. Note: The grid applies to any store regardless of shape or size. If you have multiple rooms or spaces, apply the diagram to each space.

STEP 2

Let the grid guide your product placement. Top-selling categories should be placed in the superior and prime selling areas, while the average selling spaces should be reserved for functional applications, such as cash counters.

STEP 3 Now position five, seven or nine high-impact focal-point and lifestyle displays, which promote end use, throughout the store. Each of the nine areas should be anchored with a focal point.

STEP 4

Arrange fixtures and display cases so they gradually increase in height from the front of the store to the back.

STEP 5

Adjust lighting so that adequate light is shed on all corners of the store. Give special attention to focal displays and the front windows.

STEP 6

Last, but not least, select a paint colour that complements your product mix. The merchandise, not the paint, should be the focus.

IT’S YOUR TURN!

Use the list on the next page to organize your products into the nine areas. Start by placing your best-selling categories in the Superior Selling Spaces and moving down. Note: It’s okay to have more than one category in each space.

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The Nine-Square Grid Layout

The HOLY GRAIL of store design NON-PRODUCTIVE SELLING SPACE 1

AVERAGE SELLING SPACE 2

NON-PRODUCTIVE SELLING SPACE 2

AVERAGE SELLING SPACE 1

PRIME SELLING SPACE 2

SUPERIOR SELLING SPACE 3

PRIME SELLING SPACE 1

SUPERIOR SELLING SPACE 1

SUPERIOR SELLING SPACE 2

The LIST Superior selling space 1: _______________________________ Superior selling space 2: _______________________________ Superior selling space 3: _______________________________ Prime selling space 1: __________________________________ Prime selling space 2: __________________________________ Average selling space 1: _______________________________ Average selling space 2: _______________________________ Non-productive selling space 1: ________________________ Non-productive selling space 2:_________________________ 72

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IF YOUR CASH COUNTER IS LOCATED IN AVERAGE SELLING SPACE 1, A GREAT PLACE FOR AN IMPULSEITEM DISPLAY IS PRIME SELLING SPACE 2 BECAUSE IT’S THE LAST AREA CUSTOMERS ARE LIKELY TO SEE BEFORE CHECKING OUT.

$$

STORE DESIGN

7 Handy Rules of Thumb 1. Minor aisles should be at least three feet wide and major aisles five feet wide 2. Create a welcoming environment with a five to eight-foot landing area clear of products 3. Place the majority of products between eye and knee-level 4. Design a space that’s free flowing. Stay away from aisles and race track designs.

5. Windows are the eyes into your store. Make sure the view isn’t obstructed by too many products or props.

6. Place ceiling lights three feet in front of displays and areas you want to highlight.

7. Sign each department area with details on either the main category or a high-profile brand.

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Sea

Side

Story Weave a romantic seaside tale with a paper-streamer backdrop as your base

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The Script

Building a display is like telling a story: The colour sets the mood and connects with customers on an emotional level. The details show the customer where the story takes place and the products are the main characters. Here, cool, fresh blues evoke the seaside while the sand, rope and seashells reinforce the beach theme and provide the perfect perch to spotlight a pretty assortment of light summer throws, pillows, candles and lanterns.

The Set Glass vessels, Abbott, 800-263-2955, www.abbottcollection.com; Rope vases, white blanket (top rung), blue and white striped runner and rug, Bovi, 800-361-6695, www.bovihome.com; Blue throw, white throw (bottom rung), and pillows, Canfloyd, 800-263-3551, www.canfloyd.com

Interesting backdrops are a must. For a small investment of time the resulting impact is huge. To create this blue and white striped backdrop, we attached strips of paper streamers to a line of reversed duct tape. The installation took minutes. Cutting the paper strips was the most labour intensive element (about 20 minutes), but the results were well worth the effort. You could also drape or tape streamers over a curtain rod or swap out the streamers for wide strips of paper or strands of ribbon.

Styling and text by Leslie Groves Photography by Will Fournier inStore. Winter 2015

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The Prop Room

When displaying a selection of small products it is essential to incorporate a large prop or two into the vignette. Ladders are a great option because they not only add height, they also provide additional platforms and levels for displaying products. To show off the beautiful drapes of a garment, hang them on rungs or hooks.

Be sure to blend your props into the display.

Out of context, large props can either overpower a display or appear disconnected to the product.

It’s important to visually connect products from the top to the bottom and from the front to the back of the display, as we’ve done here with the throws.

Small Details Glass lanterns accented with sand and shells help to showcase the shape and size of empty vessels while adding textural interest as well as an additional level or height to a display.

Colour Rules A monochromatic colour scheme can be soft and elegant, but if you don’t inject intensity and interest with different shades, it can lean toward to the boring side. Here, the deep, dark blue and white striped rug blends into the medium blues of the throws and together with the soft blue and white backdrop makes for a dynamic combination.

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AmuncheFairknit

….Handmade, Fair Trade

Sue Warden Design Inc. 647.703.9011

susanwarden@sympatico.ca www.amuncheimports.com

www.bayshoreimports.com

Handcrafted, Fair Trade, Eco Friendly, Gifts and Home Décor, you’ll find there’s something for everyone info@bayshoreimports.com Toll Free 1 877 829 3153 See us at the

Toronto Gift Show International Ctr. Booth 2606 78

inStore. Winter 2015

Your Spring & Summer Gift Sourcing Starts HERE! March 15 & 16, 2015 PNE Forum Building (corner of Hastings & Renfrew)

To receive a badge in the mail register online VancouverGiftExpo.com

Harlequin Nature Graphics is a Canadian company serving the souvenir and gift industry since 1985.

We specialize in screen printed nature graphic designs for souvenir and gift shops. Everything from cute children’s t-shirt designs to designs for men and women.

To view our virtual trade show & have a look at our 2015 catalogue visit - www.harlequinnaturegraphics.ca Celebrating 30 years of Business Harlequin Nature Graphics Ltd. #2-1340 Fisher Road, Cobble Hill, B.C. V0R 1L2 Toll Free Phone: 1-800-350-1891 Toll Free Fax: 1-888-929-1182 e-mail: info@harlequinnaturegraphics.ca

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Fashion Trends

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Four styles rocking the runway this summer

Trend #1 FLIRTY & FEMININE Ruffles, bow, sequins, lace – oh my!

1/ Stunning stone choker. $20 retail, 613-716-5515, www.suzieblue.ca

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2/ Coloured-silver pod earrings. $13 retail, Sheerwater Accessories, 800-745-4501, www.e2wdesign.com

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3/ Cotton bubble dress, available in solid colours, tie dye and ombre. Baba Imports, 647-389-4503 4/ Cotton tunic, one size fits all.

Baba Imports, 647-389-4503 5/ Mon Parasol necklace. $14.50 retail, Lucky Feather through David Youngson & Associates, 800-370-4857, www.youngson.com 6/ Quartz, glass and Swarovski crystal bracelet. $110 retail, Karley Smith, 604-514-3280, www.karleysmithjewellery.com

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Trend #2 NEUTRALS & NUDES Sophisticated shades of beige, blush and gold

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7/ Hobo bag with long shoulder strap. $48 retail, La Volta Accessories, 888-217-7189, www.lavolta.ca 8/ Vicose rayon scarf with eyelash fringe. $26 retail, Design Home Gift & Paper, 800-663-9950, www.designhome.ca 9/ Faux crocodile skin wallet. $20 retail, Canfloyd, 800-263-3551, www.canfloyd.com

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10/ Bando bangle. Lifeguard Press, 800-992-3006, www.lifeguardpress.com

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11/ Beaded hoop earrings. $18 retail, Sheerwater Accessories, 800-745-4501, www.e2wdesign.com 12/ Misty pink envelope clutch. $25 retail, Pottery Lane Imports, 888-577-2448, www.potterylaneimports.com

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Trend #3 GO BOLD Bright colours, bold patterns and the perfect LBD 13/ Sheer wear-everywhere dress. $38 retail, Pottery Lane Imports, 888-577-2448, www.potterylaneimports.com Â

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14/ Feather-weight coral scarf. $40 retail, Canfloyd, 800-263-3551, www.canfloyd.com 15/ Lemon handbag. $55.99 retail, Passion, 905-513-1493, www.passionshowroom.com 16/ Spiral nugget bracelet. $18 retail, 613-716-5515, www.suzieblue.ca

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17/ Jade, turquoise, crystal and silver bead bracelet. $110 retail, Karley Smith, 604-514-3280, www.karleysmithjewellery.com 18/ Silhouette wallet. $30 retail, ESPE, 800-786-7690, www.espe.ca

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Trend #4 BLUE LAGOON Tranquil shades of green and blue

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18/ Druzy crystal necklaces are believed to have healing powers. $30 retail, Abbott, 800263-2955, www.abbottcollection.com

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19/ “Stop, Cry, Breath” necklace. $18 retail, Sheerwater Accessories, 800-745-4501, www.e2wdesign.com 20/ Indian cotton tunic available in six shades. Fairtrade. $39.99, 800-567-2670, www.worldfolkart.com 21/ Eleven-strand necklace. $13 retail, Sheerwater Accessories, 800-745-4501, www.e2wdesign.com 22/ Friendship necklace. $17 retail, Lucky Feather through David Youngson & Associates, 800-370-4857, www.youngson.com 23/ Feather-weight green scarf. $40 retail, Canfloyd, 800-263-3551, www.canfloyd.com

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Hem Mini and Cuff Ad Edited Dec 9 2014 FINAL FINAL.indd 1

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09/12/2014 8:56:14 AM

See the complete BELLA accessories Spring 2015 collection at

POTTERY LANE IMPORTS TORONTO 11163 ALBERTA 3435 QUEBEC 4037 www.potterylaneimports.com sales@potterylaneimports.com 888.577.2448

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Get Ink 86

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HOW TO WORK WITH THE MEDIA

Y

ou know those articles you read in the paper from retailers dispersing advice on how to accessorize a home or shop for an occasion, along with those news stories about stores which have raised money for charity? Well, despite your assumptions, any store can make the news.

Reporters are drawn to businesses that are unusual in some way, and if this description doesn’t apply to your business, if you wait to be contacted, it’s likely you never will. Instead, you should contact the media. Why? Because just one positive article or radio show spot will increase your credibility and enhance your reputation. The trick is to know what makes a good story and how to work with editors, reporters and freelance writers, so you can get into print and on the airwaves.

Why Publicity is a Great Thing

Positive publicity does more to enhance your reputation and raise your visibility as a business than almost anything else. The credibility you gain from one article or radio show can be worth more than a week’s exposure from the most expensive ad.

Newspapers and magazines won’t charge you for writing and running an article, but they won’t pay you, either. A company that is interested in increasing its visibility through active publicity has to pursue that reporter, talking with him or her; and that means spending time and money, whether you go at it alone or hire a public relations expert to do it for you. If you choose a professional, also consider the freelance consultant or writer who charges less than most full-service PR agencies. If your budget is even more limited, try relying on your own talents or those of your staff.

The Difference between Advertising and Publicity In any article or on-air interview, the most important thing is the story you tell, not the products you sell. Be aware that the press usually avoids infomercials and advertorials, except as paid ads. Readers and listeners can

By Claire Sykes

see right through them to the sales pitches they really are.

Instead, portray yourself as an expert, an information source or a contributor to the community. For example, an article on your store’s latest kitchen gadgets may not be worth the publication’s space, but one on what to do with those gadgets very well could be. What really matters is that the readers get something out of the article, and that it sheds only a positive light on your business.

Have a Good Story to Tell

Simply put, a good story offers something that people want to know or realize they need to know once they start reading. A good story is also something that any particular newspaper, magazine, radio or television station says it is — the types of stories they’ve determined sell their publication or airtime.

Study the media outlets you want to pursue and note which businesses get publicity, and how, then adapt your story to that.

Generally, the media look for two kinds of articles and interviews from and about business owners: News stories. These relay current events, such as crises (your store burned down and successfully reopened at a new location), surprises (economists predicted a slow summer but your sales increased 20 per cent), major improvements (your new store draws record-breaking first-time customers, while the neighborhood’s population and real estate values increase) and charitable contributions (your 10 per cent of sales donated to a local food bank helps put dinner on the table for the Jones family).

Feature stories. These either profile your store (a 25th anniversary and the reasons for your long-standing success) or convey your opinions (the importance of reusing or recycling gift wrap), industry trends (the hottest costume-jewellery designs), howto hints (tablecloth use beyond the dining table), business advice (sure-fire ways to prevent credit card fraud) and community involvement (your workshop for kids on creative dinner-napkin folding). inStore. Winter 2015

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Reach Out to the Media Don’t wait until you’ve got a news or feature story before you begin researching whom to contact in the media. You don’t want to waste time quickly trying to find that person when you need him or her most. Look for newspaper and magazine bylines of those who write about retail in general, and the types of products you sell.

Introduce yourself to these folks, and build long-term relationships with them, so they’ll already know who you are and how to reach you when a good story hits.

address. Centered below that, type the words NEWS RELEASE. • Be immediate and send a media alert. On business letterhead (one page double-spaced), type the words WHEN, WHO, WHAT, WHERE, HOW and WHY down the left side, and supply the information to the right.

• Be concise, complete and clear. For letters and news releases, begin with why your story is so important to readers or listeners. Make sure the information is accurate, and attach photos.

Even one positive article or radio talk-show spot can increase your credibility and enhance your reputation • Be prepared. Before you first contact an editor or reporter, know your reason. They’re looking for stories of value to their publication’s readers.

• Contact the person. If you introduce yourself by phone, immediately ask if they have time to talk, or if they’d prefer something in writing first.

They may be on deadline.

• Follow up. Send a thank-you note with a description of the story idea you have presented to make sure the editor or reporter has all the facts.

• Suggest ideas. Don’t wait for the person to ask you what you’d like to cover. They’re more likely to remember you when you regularly throw story topics their way.

• Fax, mail, email or courier. If the editor or reporter requests a written query or press release, ask how they prefer to receive it.

• Be personal and deliver a letter. This can often better attract the attention of an editor or reporter, but no more than two double-spaced typed pages.

• Be direct and send a news release.

On business letterhead (two pages double-spaced, max) type the date, your name, phone number and email 88

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• Know what to write. Begin with the most essential facts, including your story’s who, what, when, where, why and how. Mention the least important information last, details that could be omitted if the editor’s space is limited (and don’t take that personally).

• Understand a reporter’s timeline. Be ready to respond quickly, but don’t be surprised if your story is bumped at the last minute because another was considered more newsworthy.

Be Professional You’ve got the editor’s or reporter’s attention and they’re ready to interview you. Be clear about what you want to say. Know when not to comment, and never go “off the record” (anything you say could go into print or on the air). Establish credibility with accurate information and honest statements.

If your story could impact other businesses or individuals whom the reporter may approach for comment, give these people notice of what you’ll be telling the media.

Be prepared for radio and TV

interviews by knowing the interview’s length and question sequence, if possible. State major points early on, and often. For television, choose clothing without complex patterns, and avoid shiny lapel pins, eyeglasses in the pocket or other visual distractions.

Act relaxed and assured (even if you’re not!), and avoid fiddling with your hair or wringing your hands. Maintain eye contact with the interviewer, and don’t look at the camera.

Don’t Forget to Follow Up After your interview, be available to the editor or reporter if they need to verify facts. Send a thank-you letter of appreciation. You never know when they’ll want to interview you again, or whom they may know at another publication or station.

Share your publicity and make it work for your store. Send the published article to vendors and customers, and hang an enlarged copy of it in your store window. This reminds people of your business’s leadership position in the community and the industry.

Lights, Camera, Action!

Preparing for a television interview

•

Know the interview’s length and question sequence, if possible

•

State major points early on, and often

•

Choose clothing without complex patterns, and avoid shiny lapel pins, eyeglasses in the pocket or other visual distractions

•

Act relaxed and assured (even if you’re not!)

•

Avoid fiddling with your hair or wringing your hands

•

Maintain eye contact with the interviewer, and don’t look at the camera

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country home candle handcrafted in canada since 1991

v inspired life collection

Handpoured in our signature soywax blend 8 oz Burns 45-60hrs

View our entire product line toronto gift Fair booth 8519

For more information Call or Email 1 800 293 7548 sharon@countryhomecandle.com

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BY

Luvali Convertibles

REVERSE

REVERSE

SPRINGWATER WOODCRAFT

EARLY CANADIAN PINE FURNITURE ? Est’d 1992 ?

Benches, bookcases, tables, mirrors, storage and other accents.

Made in Canada using solid wood.

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DESIGNS FOR 2015!

Toronto Gift Fair • Canadian Furniture Show Alberta Gift Fair • Home Hardware Market

CGTA, Booth #9450, Congress Centre

FlapJackKids.com • 1-800-867-7508 sales@FlapJackKids.com FlapJacks New ad_CongressCentre.indd 1

www.SpringwaterWoodcraft.com mail@springwaterwoodcraft.com 1 (888) 294-6297

14-11-25 4:16 PM

www.stargazeroriginals.com SHOP OUR CASH N’ CARRY WAREHOUSE 6860 Paciic Circle, Mississauga, ON L5T 1N8

t. 905 670 3346 fax. 905 670 3347

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Yay! We WON! SUPPLIER of the YEAR Please stop by our booth

7588 byCHANCE and see WHY Thank you to all our great customers who voted for us.

www.accessoriesbychance.ca 92

inStore. Winter 2015

inSight Barbara Crowhurst

Weathering a Sales Dip

W

hen you find yourself in a sales slump, it’s imperative that you review the following analytics immediately: 1. Daily traffic counts 2. Conversion rates 3. Daily sales If your research uncovers a decrease in traffic, focus on implementing effective marketing strategies to attract customers. (By the way, if you’re not already counting traffic – the number of customers who walk in your door – you should start keeping track of how many people come in every day, to the best of your ability.)

Every day prospects visit your store with the intent to buy, but leave without making a purchase There are many different ways to increase traffic, but the number one way, in my opinion, is via email marketing, personalized communication directed to your current customers which informs them of what’s new and what’s happening. Merchandising your windows regularly and tying window displays into interior product displays and signage which communicates a promotional message for a specific time frame is very effective. Combined, the email marketing covers existing customers while promotionally directed display windows impress and attract new customers.

Round out your traffic-boosting methods with social media marketing and a website. Successful marketing practices are dominated by platforms which allow a dialogue between retailers and their customers. Choose the right online channels for your business and start connecting with your customers.

Next on the list of analytics to review when weathering a sales dip are conversion rates (the percentage of customers who buy). A healthy rate is 70 per cent. Anything below 50 per cent is very unhealthy.

HANDS AT THE WHEEL The weather, road upgrades, the economy – business owners do not have control of these elements. The only element we control is how we manage our business.

Low conversion rates are primarily due to poorly trained staff and unengaged staff who don’t embrace or convey a sense of ownership. Other contributing factors include selling products customers don’t want, prices customers don’t want to pay and poorly merchandised stores.

To boost your conversion rates, understand why people don’t buy: long till line-ups, non-existent sales help, out-of-stock items, poor merchandising and the wrong merchandise - the list goes on. Make conversion a team sport. From cashiers and sales associates to merchandisers, everyone in the store plays a role. Think of conversion not as another business metric, but a simple measure of how well your store performs when it comes to helping people buy.

Every day prospects visit your store with the intent to buy, but leave without making a purchase. Capturing even a few more of these lost sales can have a significant impact on overall sales. Improving your in-store conversion rate is not hard to do, but it does take focus and attention.

Last on the list is the daily average sale. To calculate this figure, divide your daily sales total by the number of customers who purchase something that day. Share these figures with staff so they’re able to work toward a sales target when helping customers.

Other ways to increase daily sales include selling higher-priced items, stocking all the accessories or add-ons for a product and displaying feature items throughout the store and at the counter.

Barbara Crowhurst is a business coach and store designer who works with clients around the world. www.retailmakeover.com inStore. Winter 2015

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gardens of antiquity

inStyle Trend Alert

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2

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Rustic finishes, simple shapes and regal statuettes mark the trend toward antique, English and Europeaninspired garden wares.

The palette is staunchly neutral, elevated by the textural qualities of porous ceramics, shiny brass and spongy moss.

1/ Classic brass mist sprayer from Kikkerland through David Youngson & Associates, $32 retail, 800-370-4857, www.youngson.com 2/ Moss finish Apollo planter from Napa Home & Garden, 416-576-1641, www.napahomeandgarden.com

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3/ Large cloche with domed plate from Abbott, $70 retail, 800-263-2955, www.abbottcollection.com

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4/ Set of three ceramic planters from Bovi, from $25 retail, 800-361-6695, www.bovihome.com 5/ Rockdale pedestal bowl designed by master potter Peter Wakefield for Napa Home & Garden, $20 retail, 416-576-1641, www.napahomeandgarden.com

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6/ Jardinier planters from Abbott, available in four different sizes, from $6 retail each, 800-263-2955, www.abbottcollection.com 7/ Napa Home & Garden’s Whitburn pot is inspired by 19th century pottery garden urns, $24 retail, 416-576-1641, www.napahomeandgarden.com 8/ Terracotta candle pot from Accents de Ville through Pine Centre, $24.99 retail, 800-691-2166, www.pinecentre.ca

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9/ French-inspired ceramic planters from Bovi, from $8 retail, 800-361-6695, www.bovihome.com

www.lavolta.ca

SEE FOR YOURSELF,

WHY OVER 80% OF

OUR CUSTOMERS ARE

RETURN CUSTOMERS! NEW CGTA BOOTH LOCATION Congress Hall 7 - 7652

F: 1 888 721 9044 • TF: 1 888 217 7189 • E: sales@lavolta.ca

NEW SHOWROOM HAMILTON, ON inStore. Winter 2015

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inSight The Last Word

Riding Off Into the Sunset

by Erica Kirkland

T

he population in Campbell River, B.C. is small – 31,000, but the personality of one of its best known business owners, Kathy Morrison of Something Special Gifts, is larger than life.

Those who’ve met Kathy (she’s hard to miss with her signature spikey hair and cat-eyed glasses) are struck by her forceful vibe.

This lady literally radiates energy.

For somebody who’s been an independent retailer for 28 years to still have so much passion and enthusiasm for her business is not only surprising, but it’s also likely the reason she’s been so successful.

Independent retailing is hard enough, but Kathy had a steeper curve to climb because of her product of choice – tabletop. She’s “mad about bone china,” and as one of a handful of single-store operators in Canada selling china, she’s had to fight tooth and nail against the big-box and department stores, and negotiate strongly with suppliers to ensure her customers have access to great products and great prices. Of course it goes without saying that when they shop at Something Special Gifts, the service they receive is second to none.

Service alone will only get you so far. You need to get customers into the door first, and Kathy is a master at designing and executing irresistible, traffic-building events.

Martinis and Sushi, Wrap Like a Star and The Romance and Rituals of Cocktail Parties are just a handful of the workshops the store has become

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renowned for.

Sine 1987 Kathy has not only tempted a gaggle of giddy customers into her store, she’s also garnered the attention of industry associations, eager to award this powerhouse with numerous retail awards, including a Retailer of the Year award in 1998 from the Canadian Gift Association and a Legend Retailer award from the BC Retail Association.

This past fall, the doors to Something Special Gift closed (not gently!), so Kathy could embark on another career, one she’s equally as passionate about. In typical Kathy fashion, she went out with a bang!

A window-wide mural (pictured here) drawn by Alex Witcombe featured Kathy riding off into her new future, gift-wrapped present in hand, trailing a popcorn maker filled to the brim with references to all the fun she’s had with her customers.

Rather than a depressing, downtrodden affair, Kathy turned the closing of the store into a celebration, eight weeks of “memories, sales, stories

and fun.” It kicked off in late August, a week dedicated to the store’s love of gift-wrapping. Customers who brought in a piece of ribbon received an extra 10 per cent off. The next week customers were encouraged to tell staff about their all-time favourite Tidemark Theatre production or exhibit at the Museum of Campbell River, organizations Something Special Gifts has raised $22,000 and $30,000 for respectively. The first week of September customers were donning fancy hats, pearls and gloves in a Madhatter tea party style.

The weekly themed events continued until October 18, the day Kathy turned the lock for the last time on the store she started almost three decades ago. A venture she embarked on with her sister Judy Terry, who shared her love of retail with Kathy, sparked a passion which evolved into a lifelong love affair and culminated in a legendary store and store owner that won’t soon be forgotten by her customers or colleagues. We’ll miss you Kathy!