WINTER 2014
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Wendy and Scott Remmers of Brea Bead Works offer an exceptional mix of products and special events to keep their store growing.
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Contact Us Today! • Craft Industry today 800-457-9112 • Sales@FoxChapelPublishing.com • www.d-originals.com • 1970 Broad Street, East Petersburg, PA 17520 2 Winter 2014
contents
Winter 2014
16 20
Six Steps to a WhizBang Staff! Retail Expert Bob Negen offers advice for hiring superstars
Time to Stop Working IN Your Store and Start Working ON Your Store Kizer & Bender discuss the best ways to delegate, and how to use the new found time for fun and profit
22 33
E-commerce Made Simple Tips to take the mystery out of selling online
Meet the CHA 2014 Experts
In Every Issue 4 The Buzz
14 Trend Report
Expert advice on setting business goals and measuring ROI
Chevron is the New Black
24 New Products
6 Industry News The MEGA SHOW, CHA’s new board members, upcoming CHA events
10 Chit Chat Pearls of retail wisdom from Brea Beads
14
24
28 Do-It-Yourself Moroccan Tile Mirror by Erica Domesek
29 Index of Advertisers 32 Creativity is Our Business Designer Directory
Cover photo by Orlando Deral Studio
Winter 2014 Volume 3 No. 1
Craft
Industry THE CRAFT & HOBBY ASSOCIATION MAGAZINE
Editorial Keri Cunningham kcunningham@craftandhobby.org Jason Baum jbaum@craftandhobby.org Andria LaJeunesse andria@craftandhobby.org Catherine Martell cmartell@craftandhobby.org
Advertising Tim Braden tbraden@fwpi.com Darlene Roberts darlene@fwpi.com
Publisher Fahy-Williams Publishing PO Box 1080, 171 Reed St. Geneva, NY 14456 800-344-0559 Fax: 315-789-4263 fwpi.com Craft Industry Today is distributed to CHA members on a complimentary basis. Subscription fee for non-CHA members is $25 a year. Craft Industry Today is published quarterly for members of the Craft & Hobby Association (CHA). CHA is an international not-for-profit trade association consisting of thousands of member companies engaged in the design, manufacture, distribution, and retail sales of craft products worldwide. For more about CHA, the value of membership, or its award-winning Conference & Trade Show, please visit craftandhobby.org.
The Craft & Hobby Association 319 East 54th St. Elmwood Park, NJ 07407 201-835-1200 Fax: 201-797-0657 craftandhobby.org CRE8TIME.org
Additional copies are available upon request pending availability. To order, contact CHA at 201-835-1207. Copyright © 2014 The Craft & Hobby Association. The contents of this publication may not be reproduced, in whole or in part, without the prior written consent of the publisher.
Craft Industry
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by Joe Rotella
The Buzz Is It Worth It?
A
A successful business is hard work. It requires sustained, continuous effort. Many entrepreneurs feel there is too much to do, across too many areas, and simply not enough time in the day to get it all done. Many work hard – but do they work ZTHY[& 3VVR H[ ^OH[ `V\ do. How do you know the resources you’re investing in a task are worth it? Do you calculate the return on your investment (ROI)?
The Investments The word “investmentâ€? immediately brings money to mind, but you probably invest much more than money in your business. Time, energy, physical space and virtual space are all investments. When you merchandise product, you’re investing JV\U[LY Ă…VVY VY ZOLSM ZWHJL When you store product you’re investing storage
space. When you decide the content for the front page of your website, you’re investing virtual space.
The Returns Just as there are several types of investments, there are also several types of returns. Of course, the goal of every business is to make money. But there is more than Ă„UHUJPHS WYVĂ„[Z @V\Y I\ZPULZZ JHU `PLSK J\Z[VTLY WYVĂ„[Z LTWSV`LL WYVĂ„[Z HUK JVTT\UP[` WYVĂ„[Z [VV
PU]LZ[TLU[ PU [OL I\ZPULZZ @V\ ^VYRLK MVY P[ @V\ LHYULK P[ )L sure to give yourself a salary.
Customer Profits: This is all [OL ^H`Z J\Z[VTLYZ ILULÄ[ MYVT `V\Y I\ZPULZZ œ ÄUKPUN products they want, enabling them to be creative, letting them connect with other like-minded people, and enriching their lives. It’s tough to measure, but it does have value (and it can indirectly lead to sales). Employee Profits: @V\Y
Financial Profits: In a nutshell, this is the money remaining after you pay all of your expenses. And those expenses should include your salary. If you work, you should get paid. And you should get paid in dollars – not in product. Giving your talents for free is not an
LTWSV`LLZ JHU ILULĂ„[ MYVT your business by having a satisfying job, a living wage, ILULĂ„[Z PM `V\ÂťYL H SHYNLY employer) and by sharing their passion for the craft and hobby industry.
Community Profits: @V\Y JVTT\UP[` WYVĂ„[Z ^OLU `V\Y business donates to local groups and charities, the way you enhance local pride and when you pay your fair share of taxes.
Setting Goals and Measuring Success @V\ ZOV\SK HS^H`Z RLLW [OL IPN WPJ[\YL NVHS VM WYVÄ[ in mind when you’re working on your business, but it is also important to keep the smaller measures in mind. At a micro-level, measure the success of your efforts against your goals. Every project you invest
4 Winter 2014 • Craft Industry today
in, from organizing a class, to your website, to merchandising product should have measurable goals. Don’t invest any resource PU HU LMMVY[ ^P[OV\[ ÄYZ[ OH]PUN H clear understanding of what you want to get out of that effort. If `V\ JHU[ ÄN\YL V\[ ^O` `V\YL thinking of doing something, it’s probably something you can drop from your to-do list. Document your goals before you start a project, so you can go back and evaluate how well you achieved them after the project is complete.
The Bottom Line When you’re up to your ULJR PU HSSPNH[VYZ P[ÂťZ KPMĂ„J\S[ to remember that your intent was to drain the pool. Take time to step out of your business and work on your business. Set goals that make your business unique and rewardPUN HZ ^LSS HZ WYVĂ„[HISL 3VVR at where you are investing and ask yourself “Is it worth it?â€? The CTO of Delphia Consulting, Joe serves as CHA’s Web Optimization Expert. He recently launched CraftSuite, the integrated website platform for the craft and hobby industry. Also a passionate paper crafter, Joe has his own line of chipboard through Want2Scrap. Catch his seminar presentations at the CHA 2014 MEGA Show – www.craftand hobby.org/chashow.
Craft Industry
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Industry News The 2014 Craft & Hobby MEGA Show January 10 – 14* at the Anaheim Convention Center The MEGA Show has been redefined, recreated and renewed. It’s an invaluable tool to take your business from great to amazing. Visit www.craftandhobby.org/chashow for more information. * Education begins January 10, Marketplace opens January 11
Be Inspiring with the Banners Of Hope Charity Project Banners of Hope are small fabric-based banners with inspirational messages. They are displayed in hospitals, shelters and charity locations. These banners greet members of the public in times of challenge. At the CHA MEGA Show, the Fabric Arts Council will have a booth (#1654) where you can check out the CHA Designers Banner of Hope display and create
your own banner in their Construction Zone. Learn how to use the Banner of Hope project in your area to bring inspiration to your community, and encourage the use of fabric in your customers’ craft projects. Banners made at the MEGA Show will be donated to Charity Wings, an inspiring place for people of all ages to gather, give back and create.
Visit Our Advertisers’ Booths Clover Needlecraft Booth #2571 See ad on page 34 Crafty Cat Booth #745 See ad on page 27 Craft
Industry THE CRAFT & HOBBY ASSOCIATION MAGAZINE
Craft Industry Today Publication Lounge Booth #2133 Crafters Home Booth #814 See ad on page 5 Crorey Creations Inc Booth #944 See ad on page 9 Order any two different Choose Friendship products and receive Free Freight. Design Master Color Tool Booth #1332 See ad on page 11
Ellison/Sizzix Booth #633 See ad on page 36 Please come by for our Show Specials!
6 Winter 2014 • Craft Industry today
Fox Chapel Publishing/ Design Originals Booth #1208 See ad on page 2 Get 5% OFF your entire show order! Buy 12 of the same title, get the 13th FREE. FREE FREIGHT on orders prepaid by credit card. Offers expire 01/27/14. Use promo code DOMS14 when ordering. Faber Castell Booth #2609 See ad on page 12 FC770131Art Grip Color Pencils 6ct RED, FC770130 Art Grip Color Pencils 6ct YELLOW, FC770132 Art Grip Color Pencils 6ct GREEN, FC770133 Art Grip Color Pencils 6ct BLUE, FC770134 Art Grip Color Pencils 6ct NEUTRAL, FC770315 PENCIL ROLL-UP GWP, 12ct Textural Accents ii PDQ, 12ct Essential Textural Accents PDQ – 10% discount. Gelatos Double Scoop PDQ – 10% discount. Free shipping on any order placed at the show. Hemptique Trade Marker Int’l Booth #1662 See ad on page 33 “No Minimums” Jack Dempsey Needle Art Booth #2681 See ad on page 33 Come see us and ask about our Show Special – 5% off all orders placed at the show.
Lawn Fawn Booth #2742 See ad on page 27 5% off all orders, 8% off orders over $300, and 10% off orders over $500. Lion Brand Yarn Booth #701, #900 See ad on page 34 Mode Beads Booth #753 See ad on page 11 Place an order for Czech Seed Beads by the Kilo and receive a 25% discount. Ranger Industries Booth #621 See ad on page 25 Spellbinders Booth #2713 See ad on page 18,19 Technique Tuesday Booth #2353 See ad on page 30 For Show Specials visit booth #2353. Wikki Stix Booth #2551 See ad on page 7 Come to booth #2551 for our Showbuster Specials!
(continued on page 8)
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Industry News Introducing the 2014 CHA Board of Directors
Maureen Ruth, Board Chair Creative Marketing Solutions
David Murray, Vice Chair Ellison
Chuck McGonigle, Secretary Artissimo
Nora Abousteit Kollabora
Judi Atkinson A Great Notion Sewing Supply
Jessica Goursolas The Creative Network
Mark Hill The Thomas Kinkade Company
Sarah Hodsdon Sarah-n-dipitous Designs
Roseann Kermes Rosebud’s Cottage
Philo Pappas Michaels Stores
8 Winter 2014 • Craft Industry today
Sara Davies Crafter’s Companion Limited
Chris DiTullio Jo-Ann Stores Inc.
Tony Sheridan Create and Craft
Jim Thielen H.A. Kidd
CHA Pavilion at NAMTA’s Art Materials World April 30 – May 2, 2014 NAMTA’s Art Materials World 2014 is the only trade show dedicated exclusively to art supplies! It is an unparalleled opportunity to connect with serious art materials buyers and expand your company’s reach in the ÄUL HY[ HUK JYLH[P]L TH[LYPHSZ PUK\Z[Y` CHA will have a pavilion on [OL ZOV^ ÅVVY K\YPUN (Y[ 4H[LYPHSZ World. For more information contact Nadine Schwartz, Director of Sales, at UZJO^HY[a'JYHM[HUKOVII` VYN or call 201-835-1200.
Events Coming Up The CHA Creative Retailer Retreats Paper Arts Show July 29 – 31, 2014 at the Hilton Atlanta in Atlanta, GA A one-of-a-kind wholesale buyPUN L]LU[ ¶ WYPTHY` H[[LUKLLZ ^PSS IL WYL X\HSPÄLK YL[HPS I\`LYZ 0UJS\KLZ an education all-day, hands-on workZOVW L_[YH]HNHUaH *VU[HJ[ 5HKPUL Schwartz at nschwartz@craftandhobI` VYN MVY TVYL KL[HPSZ
CHA is excited to announce the *YLH[P]L 9L[HPSLY 9L[YLH[Z ¶ V\Y ÄYZ[ L]LY L]LU[Z KLZPNULK [V IYPUN [OL education experience closer to our members. These retreats are focused LU[PYLS` VU [LHJOPUN I\ZPULZZ ZRPSSZ [OYV\NO PU[LUZP]L WYLZLU[H[PVUZ OHUKZ VU [LJOUPX\LZ [OYV\NO ^VYRZOVWZ HUK WYV]PKPUN UL[^VYRPUN VWWVY[\UP[PLZ [V YL[HPSLYZ PU V\Y creative community.
The Creative Retailer Retreats will be held: April 28 – 30: David L. Lawrence Convention Center, Pittsburgh, PA September 16 – 18: Sheraton Dallas Hotel, Dallas, TX October 8 – 10: Mall of America, Bloomington, MN For more information contact LK\JH[PVU'JYHM[HUKOVII` VYN. Craft Industry
CIT
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Chit Chat
Pearls of Wisdom Scott Remmers of Brea Bead Works offers advice about succeeding in a changing retail atmosphere. by Jennafer Martin photos by Orlando Deral Studio
I
In sunny Southern California, an inspiring store called Brea Bead Works began in 2002 as the dream of Wendy and Scott Remmers. Despite a retail landscape that has changed dramatically since its opening, Brea Bead Works has continued to thrive. Here, Scott Remmers strings together their path to success and shares tips for retailers to stay successful in changing times.
How did you get started? Like many bead store owners, the business started because we had a love for beads and jewelry making. Although we knew it wouldn’t necesZHYPS` IYPUN \Z O\NL ÄUHUJPHS success, we were hopeful that
10 Winter 2014 • Craft Industry today
it would give us the opportunity to work together and be self-employed, as well as showcase Wendy’s jewelry line, the Wendy Scott Collection.
What are some of the first steps Brea Bead Works took to ensure profitability in its early years? Before we committed to this dream of opening a store, we did a lot of homework and research. As an avid beader, Wendy regularly visited dozens of bead stores to shop, but we started visiting these stores with an eye towards gaining retail operations information: inventory levels and selection,
ideal store size and location, etc. We knew that we couldn’t open a store just because we loved beads, that we’d only have a chance of success if we had customers who wanted our products and services. So we did enough research until we were convinced that we had a viable idea and then dedicated much time to drawing up a precise business plan. 0U [OL ÄYZ[ [OYLL `LHYZ Wendy operated the store while I worked a corporate marketing job. We knew that we had to start off slow and increase our inventory as we NYL^ 0U [OL ÄYZ[ [OYLL `LHYZ HSS WYVÄ[Z ^LYL YLPU]LZ[LK PU [OL store so we could keep up with
the growth. When I say “all,” I mean every penny went back into the business. We gratefully saw double-digit growth V]LY [OL ÄYZ[ [OYLL `LHYZ HUK because of this, I was able to leave my corporate position to give Wendy more support. We believe that our conservative business strategy, along with our ability to change and adapt with the ever-changing retail world, helped us get to where we are today.
How have you used educational efforts to help Brea Bead Works grow? Wendy and I always knew education would be an important part of our business,
Opposite page: The shop offers a large selection of quality beads from around the world: Czech glass beads, Bali-style silver, pewter casting (lead and nickel free), Japanese seed beads, first-quality Swarovski crystals and much more. Wendy and Scott handpick most of the semi-precious gemstones and pearls they carry to give customers the best value.
Shift IT. Layer IT. and we originally planned to get a few months of business under our belt before starting classes. But we quickly learned that our customers were starving for classes, so within a month of opening, we launched our workshop program. To meet the varying needs of our customers, we set up a variety of workshops – some to help customers start their journey in the world of beading, and others to help customers hone their existing jewelry-making skills. Working with a dozen or so local instructors gave us the opportunity to teach over 100 classes over a three-month period. While our workshop program reached its pinnacle a few years ago, we continue to offer a reputable lineup of workshops.
NEW
with vibrant, sheer color to expand your crafting color creativity. Tint. Shift. Layer.
Dye white surfaces the spray color. Blend and create new hues spraying color on color. Additional coats deepen color.
How can retailers use the resources of the Craft & Hobby Association to help their long-term profitability? 0U [OL ÄYZ[ ZL]LYHS `LHYZ VM V\Y TLTILYZOPW PU */( [OL L_[LU[ VM TLTILYZOPW ILULÄ[Z >LUK` HUK 0 \ZLK ^HZ H[[LUKPUN [OL HUU\HS >PU[LY ZOV^ PU (UHOLPT ILJH\ZL ^L [OV\NO[ [OH[ ZOV^ ^HZ HSS */( ^HZ HIV\[ 1\Z[ H ML^ `LHYZ HNV ^L YLHSPaLK that’s just one of the many ILULÄ[Z [V TLTILYZOPW PU */( We suggest that retailers look beyond the show and [HRL [OL [PTL [V ]PZP[ [OL */( ^LIZP[L [V ÄUK YLZV\YJLZ MVY [OLPY I\ZPULZZLZ ;OL` ^PSS ÄUK NYLH[ YLZLHYJO UL^Z HUK L]LU[ PUMVYTH[PVU [OLYL -VSSV^ */( ]PH ZVJPHS TLKPH NL[ on their e-mail list and read the blog to stay up-to-date on events and news. You’ll also gain valuable information by WHY[PJPWH[PUN PU [OL */( ^LIPUHYZ ILJH\ZL [OL ZV\YJLZ HUK information supplied are coming from industry insiders. >OPSL */( PZ ^VYRPUN OHYK [V IYPUN ]HS\HISL PUMVYTH[PVU [V P[Z TLTILYZ KVU»[ YLS` VU [OH[ HSVUL .L[ HJ[P]L ;HSR ^P[O [OL */( Z[HMM HUK HZR [OLT PM [OLYL HYL WYVNYHTZ [OH[ `V\Y I\ZPULZZ JHU ILULÄ[ MYVT @V\ ^PSS SLHYU HUK IL PUZWPYLK [V THRL `V\Y business better. (UK WSLHZL KV NL[ PU]VS]LK PU [OL UL^S` MVYTLK SVJHS */( JOHW[LYZ 0M [OLYL PZU»[ H JOHW[LY PU `V\Y HYLH ^L»K
view the possibilities @
CHA booth1332
Wendy and Scott
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Wendy is a jewelry maker of note, and author of the book Make It in Minutes Beaded Jewelry, a how-to for bead crafters at every level. suggest that you contact CHA and perhaps start one in your area. The opportunity to meet and share information with local members in and out of your industry is quite priceless.
How have you used promotional/ marketing efforts to help Brea Bead Works stay successful? With business levels changing over the years, our marketing efforts have changed as well. We lay out a yearly marketing plan that gives us a great road map to follow even as we revise it throughout the year. Our initial professions in marketing and graphic design ILULÄ[Z \Z KYHTH[PJHSS` PU V\Y LMMVY[Z We agree with CHA experts Kizer & Bender’s suggestion that retailers do major and minor events each month. We are doing more Make ‘n’ Takes, special offers and trunk shows. We bring in new products more often, and we hold monthly open bead nights that we coined B.Y.O.P.
(Bring Your Own Project). We work hard at keeping our website up-to-date, and we use Facebook to promote on a regular basis along with e-mails about twice a month, depending on the information we need to pass along.
What advice do you have for retailers to stay on top of the changing retail landscape to remain profitable in the long-run? Get involved! Start talking to your peers in your area and industry. Don’t think that things you did in the past will work today. Retail business and the consumer are changing rapidly. Read business articles and blogs, participate in social media, webinars and social networking events. Strength is in numbers, so get involved in groups like the North America Bead Association (NABA) or other sections within CHA. Take one idea away from this type of networking, and CIT the value is priceless.
booth #2609 at CHA Winter
See what’s
new
with
and
exciting
Design Memory Craft
®
Now, there’s more to love with Gelatos® Double Scoop®, and new Textural Accents to add amazing color and dimension to all your mixed media projects!
www.DesignMemoryCraft.com
www.designmemorycraft.typepad.com
12 Winter 2014 • Craft Industry today
Support the
CRE8TIME Movement and
GROW the Industry!
Inspire people to reclaim their creativity and get crafting. Use the #CRE8TIME hashtag on ALL of your social media posts and promote creativity! Follow us on social media: facebook.com/cre8time twitter.com/cre8time Instagram.com/CRE8TIME pinterest.com/CRE8ORS Craft Industry
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Trend Report Chevron is the New Black
by Catherine Martell
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14 Winter 2014 • Craft Industry today
my inspiration
Discover a world full of ideas. Creativity always pursues new paths: keep up to date and explore original ideas for your product range. At Creativeworld, the most important trade fair for hobby, craft and artist supplies, you can find out about the latest creative materials and techniques at close hand. You can also enjoy a colorful programme of supporting events including talks, special presentations and prize-winning design projects. Book your ticket and be inspired! January 25 – 28, 2014 in Frankfurt, Germany creativeworld.messefrankfurt.com info@usa.messefrankfurt.com Tel. 770.984.8016
Craft Industry
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Six Steps to a
WhizBang! byy Bob and Susan Negen, Negen g WhizBang! Training
Staff
D
Developing an amazing staff isn’t rocket science, but it doesn’t happen by accident. Here’s a step-by-step process you can use to create a team full of superstars.
Step 1: Attract Awesome Candidates This is a critical part of the process, but many store owners leave it entirely up
16 Winter 2014 • Craft Industry today
to chance. Here are a few key strategies to put you way ahead of the competition. Create an “Ideal Employee Profile” so you will know exactly who you are trying to attract. The more specific you are, the more likely you’ll find a perfect fit. Post a sign in your store that says, “Always Looking for Great People.”
Take applications even when you’re not hiring and build a talent bank of hot prospects. Keep a “Hot Prospects” file. Save information from everyone you run into that might be a great candidate. Be on the lookout for outstanding service, even in unexpected places. Your next superstar could be working at
Bob will present a Bootcamp for retailers, “How to Get The Maximum Bang for Your Marketing Bucks� at the CHA Mega Show on Friday, January 10, beginning at 11:45 a.m.
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Use the three magic words: Tell me more. 5V TH[[LY ^OH[ RPUK VM YLZWVUZLZ `V\ HYL NL[[PUN [V `V\Y X\LZ[PVUZ Âś NVVK IHK VY PUKPMMLYLU[ Âś [OLZL [OYLL WV^LYM\S ^VYKZ ^PSS I\Z[ [OL PU[LY]PL^ ^PKL VWLU HUK SL[ `V\ ZLL ^OH[ÂťZ YLHSS` OHWWLUPUN PU [OL TPUKZ VM `V\Y JHUKPKH[LZ @V\ÂťSS IL JVTWSL[LS` HTHaLK H[ ^OH[ WLVWSL ^PSS [LSS `V\
Step 3: Train Them ( NYLH[ [YHPUPUN WYVNYHT PZ [OL RL` [V NL[[PUN `V\Y LT WSV`LLZ [V KV ^OH[ `V\ ^HU[ [OL ^H` `V\ ^HU[
Set your non negotiable standards. ;OLZL HYL [OL [OPUNZ LHJO LTWSV`LL T\Z[ KV PU L_JOHUNL MVY [OLPY WH`JOLJR ;OH[ÂťZ YPNO[ Âś `V\ÂťYL 7(@05. ;/,4 ZV `V\ OH]L H YPNO[ [V HZR [OLT [V KV ^OH[ `V\ ^HU[ [OLT [V KV [OL ^H` `V\ ^HU[ [OLT [V KV P[ +VUÂť[ MLLS IHK HIV\[ [LSSPUN `V\Y LTWSV`LLZ ^OH[ [V KV ;OH[ÂťZ `V\Y QVI
Create your employee training manual. 0[ ZOV\SK JV]LY L]LY`[OPUN `V\Y LTWSV` LL ULLKZ [V RUV^ [V IL Z\JJLZZM\S PU `V\Y Z[VYL 4HU` Z[VYL V^ULYZ NL[ H TPNYHPUL Q\Z[ [OPURPUN HIV\[ ^YP[PUN H [YHPUPUN THU\HS I\[ P[ÂťZ JYP[PJHS [V `V\Y YL[HPS Z\JJLZZ +VUÂť[ SL[ WLYMLJ[PVU NL[ PU [OL
^H` VM WYVNYLZZ 1\Z[ Z[HY[ ^YP[PUN Train your staff to sell. :LSSPUN PZ [OL WYPTHY` HJ[P]P[` `V\Y LTWSV`LLZ ^PSS IL KVPUN L]LY` ZPUNSL KH` (U`VUL JHU SLHYU OV^ [V IL HU LM MLJ[P]L ZHSLZWLYZVU :LSSPUN PZ H ZRPSS ;LHJO P[
Develop a training process. (]VPK H ZJH[[LYZOV[ HW WYVHJO HUK JVTL \W ^P[O H Z`Z[LTH[PJ WYVJLK\YL >L KL]LSVWLK H Ă„]L Z[LW WYVJLZZ [V Z\JJLZZM\SS` [YHPU O\UKYLKZ VM V\Y V^U LTWSV`LLZ [OH[ L]LU ^VYRZ MVY WHY[ [PTLYZ ZLHZVUHS OLSW HUK [LLUHNLYZ
Steps 4 and 5: Coach and Motivate .YLH[ JVHJOPUN PU]VS]LZ [OYLL WHY[Z
1. Continuous training. 6UNVPUN ZRPSSZ YL]PL^ HUK HK]HUJLK [YHPUPUN PZ H T\Z[ MVY `V\Y LTWSV`LLZ /L` 4P JOHLS 1VYKHU KPKUÂť[ SLHYU OV^ [V ZOVV[ [OL IHZRL[IHSS VUL KH` [OLU Z[VW NVPUN IHJR MVY TVYL JVHJOPUN
2. Accountability. /VSK ^LLRS` JVHJOPUN ZLZZPVUZ HUU\HS WLYMVYTHUJL YL]PL^Z HUK ZLJYL[ ZOVWWLY WYVNYHTZ [OH[ ^PSS THRL LTWSV`LLZ HJJV\U[HISL MVY [OL Z[HUKHYKZ `V\ OH]L ZL[ 3. Reward excellent performance. ;OPZ PZ [OL TVZ[ LMMLJ[P]L ^H` HUK [OL TVZ[ M\U [V NL[ Z\WLYZ[HY WLYMVYTHUJLZ MYVT `V\Y ^OVSL [LHT *VU ZPKLY H IVU\Z WYVNYHT ZHSLZ NHTLZ VY ZTHSS I\[ TLHUPUNM\S WLYZVUHS NLZ[\YLZ
Step 6: Discipline 6UL VM [OL TVZ[ MY\Z[YH[ PUN YVSLZ VM H Z[VYL V^ULY PZ ¸KPZJPWSPUHYPHU š )\[ ILMVYL `V\ W\SS H WYVISLT LTWSV`LL HZPKL [V NP]L [OLT [OL ¸ZOHWL \W VY ZOPW V\[š [HSR HZR `V\Y ZLSM [OLZL X\LZ[PVUZ ‹ /H]L 0 clearly [VSK [OPZ WLYZVU ^OH[ PZ L_WLJ[LK VM [OLT& ‹ /H]L 0 thoroughly [YHPULK [OLT [V KV [OL QVI& ‹ /H]L [OL` KLTVUZ[YH[LK [OL` JHU actually KV P[& 0M `V\ OH]L HUZ^LYLK ¸UVš [V HU` VM [OLT [OL I\Y KLU PZ VU `V\ [V NP]L [OLT TVYL [YHPUPUN 0M OV^L]LY `V\]L [OVYV\NOS` [YHPULK [OL LTWSV`LL HUK OL Z[PSS ^VU[ TLL[ `V\Y Z[HUKHYKZ OPZ ILOH]PVY PZ H X\LZ[PVU VM OPZ ^PSSPUNULZZ @V\ ULLK [V [HRL HJ[PVU 0[Z UV[ LHZ` VY JVTMVY[HISL [V KPZJPWSPUL `V\Y LTWSV`LLZ I\[ P[Z PTWVY[HU[ [V ILNPU H WYV NYLZZP]L WYVJLZZ VM JOHUNPUN [OLPY ILOH]PVY VY TV]PUN [OLT V\[ [OL KVVY 9LTLTILY `V\Y ÄYZ[ VISPNH[PVU PZ [V `V\Y I\ZPULZZ HUK `V\Y J\Z[VTLYZ (U`VUL ^OV PZ UV[ JVU[YPI\[PUN PU H WVZP[P]L ^H` HUK NP]PUN `V\Y J\Z[VTLYZ [OL ZLY]PJL [OL` KLZLY]L ZOV\SK IL YLWSHJLK ^P[O ZVTLVUL ^OV ^PSS Get your FREE WhizBang! Tip of the Week via e-mail. Just go to www.whizbangtraining.com and sign up. Need more help? The Retail Mastery System Staff Development Kit includes expanded text on everything in this article, including role plays, sample forms, audios and videos! E-mail info@whiz bangtraining.com.
Craft Industry
today • Winter 2014
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By Terry Fry
By Shea Fragoso
18 Winter 2014 • Craft Industry today
S
pellbinders presents A Gilded Life Collection. This unique and glamorous line of mixed media products brings romance, European flair & affordable luxury to all your handmade creations. Perfect to create one-of a kind jewelry pieces, inspired home dĂŠcor crafts, delicate embellishments to adorn fabric pieces, personalized gifts, mixed media art and paper creations. Unique designs inspired by the beauty and romance of Europe bringing affordable luxury to all crafters. This mother and daughter duo can often be found on the less-traveled back streets or in their dusty warehouse of long forgotten specialties in historic Santa Ana, California. Shea and Debbie strive to provide innovative and creative products, inspiring women to lead a more beautiful, inspired, handmade life just like this elegant collection. Visit us at CHA 2014 in Anaheim Booth #2713 for more creative inspiration and explore your creativity with Spellbinders!
Craft Industry
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19
Time
to Stop Working IN Your Store and
Start Working
ON 20 Winter 2014 • Craft Industry today
Your Store
by Rich Kizer and Georganne Bender
W
Whenever we sit down to write an article (“Ladies and gentlemen, start your pencils!”) we banter back and forth about what we want to say. Sometimes we enter that conversation with our [VUN\LZ WSHU[LK ÄYTS` PU V\Y cheeks, sarcasm being one of our best-loved talents. There are plenty of consultants out there who are more than willing to spout ideas on how you can grow your business; even if they’ve never worked behind the retail counter … or been woken up at 2 a.m. because the store alarm went off and the police are at the door, or run out of gift JLY[PÄJH[LZ H ^LLR ILMVYL Christmas. Ideas are great; it’s the implementation that takes time. So we thought a catchy title like “How to Kill Your Business Without Even Trying” might be kind of fun. The title would surely catch your attention. But it wouldn’t be funny. Being a retailer is tough enough these days; even the most seasoned business person needs a little help now and again. Or a kick in the pants. So we ditched the sarcasm and ^LU[ ^P[O ^OH[ ^VYRZ! Ä]L easily implementable ideas to make your customers sit up and take notice.
1. Work ON your store Running a retail store is hard work. From the time you unlock the front door in the morning until you relock it at closing time, you’re on your feet, deftly handling crisis after crisis. There are speedbump displays that need to be tweaked, social media sites to update, vendors to call, orders to place, bathrooms to clean, customers on hold who will only talk to you, and a
staffer who’s late – or worse – called in sick and leaving you short-handed. Again. You’re busy. We know, but we’re going to throw you a curve ball anyway: It’s time to stop working IN your business and start working ON it. Your time and your talents should be spent looking for, and implementing, new ways to grow your business. You can’t do that if you are stuck behind the cash register. So, take a deep breath and delegate the everyday tasks to someone else. Easier said than done, even for us, but let go. Someone else can change that display, make a sign and update Facebook. Or clean the bathroom. Now, about that working ON your store. Grab your iPad or a pad of paper and something to write with, and then list all of the things you would do if you had more time. Things to consider include in-store events, classes, updating your loyalty program/frequent shopper club, ideas to make a splash with e-mail blasts, etcetera. Some days our list includes lunch; we bet yours will, too. Now, prioritize your list and vow to tackle a little at a time. You don’t have to do it all in one day, but you do have to get it done. Inch by inch everything’s a cinch, so give it your best shot.
2. Build a Team of Customer Advocates You won’t be able to work ON your business if you don’t have a strong team of associates standing behind you who are ready to pick up whatever you put down. Building your team should be right at the top of your new “To Do” list.
Advocates need to be the best at what they do, so start an VMÄJPHS VUNVPUN HZZVJPH[L [YHPUing program. There are thousands of resources available to help you do this. Begin with PUK\Z[Y` ZWLJPÄJ [VVSZ ¶ SPRL the great articles in your trade publications and the classes offered at the trade shows you attend – plus CDs that you can listen to in your car. Check out webinars and podcasts that are available on-line. Ask your vendors about resources to train your team on technique. Video your own classes, focus the camera on the instructor, and don’t forget to video associates who excel in a particular area. Build a curriculum that clearly shows associates what’s expected of them. Put a TV/DVD player in your lunchroom along with an iPod or CD player and headphones. Create tests on various levels/topics to chart each associate’s progress. And keep your eyes peeled for opportunities to keep your training library up-to-date.
3. Empower Everyone People who don’t like to delegate really hate the word “empower” because it means letting associates make decisions on their own that affect both customers and the store. It’s nothing to be afraid of as long as you ZL[ ZVTL NYV\UK Y\SLZ ÄYZ[ Nordstrom, a family-owned and operated company that has earned a reputation for superior customer service, was founded on employee empowerment. Nordstrom encourages store associates to think like entrepreneurs – what a concept! For years, the Nordstrom Employee Handbook was a single card containing only one rule –
Nordstrom Rule #1: Use best judgment in all situations. There will be no additional rules. Obviously, not every one of your store associates will thrive with this much freedom – many won’t believe that you actually want them to make their own decisions, so you need to be concise about what you expect. You’ll also have to encourage them to actually do it. Most of the time it will be smooth sailing, but occasionally they will mess up. That’s when you sit down together and discuss what they might do differently the next time, all the while encouraging them to try again. Some of you might be thinking, “Yeah, right. What about the current associates ^OV KVU»[ Ä[ [OL ]PZPVU 0 have for my store?” Another tip from Nordstrom: Look for nice people who can be trained to sell. It’s a lot harder to train someone to be nice. We know; we’ve tried. If an associate has ever uttered the last seven words of a dying company: “But we’ve always done it that way,” when you suggest a change, it’s time for a revival. Hold a store meeting to outline exactly how you expect everyone to act. Most associates will refocus, but some may not; these are the people you need to think about replacing. Even if you rely on them heavily, if they are hurting your business they have to go.
4. Innovate Be the store everyone looks to for inspiration and innovation – innovation relies on right-brain thinking, that’s the creative side of your brain. You have a team of (continued on page 30) Craft Industry
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21
E-commerce
Made Simple
Realistic Ways to Increase Your Online Success
& Sales
by Nicole Leinbach Reyhle RetailMinded.com
W
Whether you are a brick-and-mortar merchant looking to expand your sales online or exclusively sell via the web, e-commerce is big business that shouldn’t be dismissed in your sales and marketing plans. Fortunately for busy retailers – which we know all retailers are – e-commerce can be manageable and realistic for all merchants to incorpo-
22 Winter 2014 • Craft Industry today
rate into their overall business strategies. To get started in your journey to increase your success and sales online, `V\ ^HU[ [V ÄYZ[ PKLU[PM` [OL RL` JVTWVnents of creating and managing an online I\ZPULZZ ;OL ÄYZ[ HUK TVZ[ ]HS\HISL [PW to consider is to use a template-based e-commerce store versus creating your own store from scratch. Nowadays, there
are hundreds of companies that provide e-commerce template options that make creating a store as easy as 1,2,3 (okay, well almost that easy). Thanks to companies like Shopify.com, Volusion.com and GoDaddy.com, retailers can embrace selling online without having to embrace all the former hassles that used to come with it – including the cost. For a fraction
of the cost of a customized website, template-based options not only save you money, but also save you time and allow you to still provide a professional, easy-to-navigate website for your customers to shop from. Keeping the goal of “easy” in mind, using a template option should be a no brainer as you work towards incorporating e-commerce into your sales strategy. Next up? Identifying the best ways to maximize your web store success, with a focus on attracting visibility, keeping customers on your website and increasing your online sales.
Getting Attention Online Unlike great window displays, engaging in-store events and captivating customer service, attracting customers to your web store is not as traditional. Brick-and-mortar habits that include chatting with your consumers and creating interactive in-store experiences don’t have to be entirely forgotten when it comes to gaining online attention. Similar to how freestanding stores communicate with their customers, online stores should strive to do the same. The only difference? Their avenues of communication will vary. Online, communication is referred to as content marketing. Content marketing can be done in a variety of ways, but among the most essential ingredients in creating a recipe for content marketing success are social media, blogs and SEO. Unless you have lived in the dark for the last 10 years, you already know what social media is. This said, how you use it may not be the right way once you introduce an online store. Incorporating link backs, or URLS, to your website from your various social media accounts is key in generating inJYLHZLK [YHMÄJ [V `V\Y ^LIZP[L :PTWS` posting your website address won’t do the trick, however. Instead, you want to share new product updates, post craft and hobby ideas, identify seasonal trends and engage your audience with interesting facts, tidbits and intriguing conversations via your social media outlets. For those of you who struggle to create social media content on your
own, there are companies out there to help you. SnapRetail.com, for example, provides social media content for their users, including Pinterest, Facebook and Twitter updates, and even have many posts targeted to the craft industry in general. Additionally, incorporating a blog on your website adds value to how you support your customers. By sharing newsworthy insight on craft and hobby trends, such as “how-to” ideas or other niche market information, you offer customers the chance to frequent your website more often – even if they have no plans to shop. This said, a well-organized blog should include tracking links to all products mentioned that you sell online, allowing you to essentially “merchandise” your product via your blog. A blog also helps increase your SEO ranking, which is an organic (unpaid) search result as to where your website will land on search pages such as Google or Yahoo. While you have no control over your organic placement in SEO, the more content you offer on your website, the more likely you will be placed higher in the search engine process.
Keeping Customers on Your Website Among the most valuable ways to keep customers on your website is to attract the right customers to begin with. Your social media and SEO work will certainly help do this, so now the question becomes how do you keep them on your website? Assuming you have chosen a template website that aesthetically complements your brand and business, your attention here can shift to all the extras that will make up your website base. This includes photo images, user interaction and customer rewards. Photo imaging, which will consist of the product photos you upload onto your website, should be high in quality – no exceptions. Consider these photos your merchandising displays, and make them key contenders in attracting customer attention and gaining their sales. Often,
The #1 Pick for E-Commerce Made Easy According to ThinkECommerce.com, Shopify.com ranks as the number-one choice for the best shopping cart and e-commerce platform – including website themes uniquely created for merchants – in the e-commerce marketplace. Followed by BigCommerce.com and InstantEStore. com, Shopify.com leads the crowded marketplace of e-commerce template options, helping retailers make customized web stores that suit their business’s needs. My own research and extensive demos leads me to confirm this. Their seven-step guide – which includes adding products, identifying design, creating content, planning for payment options, incorporating taxes, identifying shipping terms and finally, creating your domain website address – helps new merchants set up their online stores in an easy-to-understand manner, allowing retailers with little experience on the web to feel confident in every step they take when creating their online store. Additionally, the templates offered by Shopify.com are beautiful and professional, with likely options to make any craft and hobby merchant happy. While the process is easy, merchants should be prepared to pay for extras when it comes to building an online store they love. Free website store templates are available, for example, but are limited in selection. To get your preferred template choice, it’s likely there will be an additional fee involved. Keeping this in mind, you can expect a cost of about $1,000 from start to finish building an e-commerce website from one of Shopify.com countless templates. Remember – this is an average fee associated to building an e-commerce store via Shopify.com – but it gives you an idea of what you should budget for. And while there are certainly less expensive options, including templates selling for only $20 on some websites, you want to remember that there is more to a successful e-commerce store than just the template. How your customers navigate the website, the check-out process online and your management of the e-commerce store should all be considered. Shopify.com stands out as a leader in supporting merchants through each of these steps and more.
(continued on page 34) Craft Industry
today • Fall 2013
23
New Products *YLH[L ILH\[PM\S ÅV^LYZ with the Hana-Ami Flower Loom using wool, yarn, ribbon or YHMÄH PU KPMMLYLU[ ZOHWLZ and sizes. It is the perfect embellishing tool for all ages. clover-usa.com
Technique Tuesday’s new system of coordinating steel dies makes it fast and easy to add dimension to cards, pocket page scrapbooks, traditional layouts and all your craft projects. The company also offers coordinating stamp sets. All dies and stamps are made in the USA. techniquetuesday.com
Crafter’s Cut features irregularly shaped precut glass tiles perfect for new mosaic crafters and experienced mosaic artists. Available in an assortment of rich solid colors, as well as ZWHYRSL HUK ZOPTTLY ÄUPZOLZ mosaicmercantile.com
ColorSpray Ultimate Decorating Enamel is a pleasantly scented indoor/outdoor spray paint available in 12 accent colors. Dries to the touch PU TPU\[LZ HUK WYV[LJ[Z KY` WHPU[ ÄST MYVT mold and mildew growth. Use on metal, wood, glass, ceramic, wicker, plaster and more. chaseproducts.com
Kids can personalize picture bracelets with photos or the clipart that comes with My Image Bracelet Maker. Showcase memories ^P[O [OL ÅPJR VM a wrist. The kit includes all bracelet supplies, as well as organized storage drawers. myfbm.com
24 Winter 2014 • Craft Industry today
Fun, easy and messfree, kids can create designs in many sizes with SUPER Wikki Stix
One-of-a-Kind Creatables. They are perfect for beginner crafters, and can help lead kids into a lifetime of creativity. wikkistix.com
Crafty Cat handmade Japanese razor saws feature a lightweight design perfect for precision handling. With a blade thickness of just 0.1mm, these saws are ideal for delicate work on metals, clays and wood, and are a perfect tool for jewelry crafts. alphaabrasives.com/craft-abrasives.php
For perfect registration, the Sizzix Magnetic Platform uses high-
Artwork by Debbie Tlach
Crafters love to hand-embroider the Rose Quilt Block, just one of Jack Dempsey Needle Art’s many popular patterns. jdneedleart.com
Artwork by Tim Holtz
grade magnets to hold Thinlits, Framelits and other chemically etched, wafer-thin dies securely in place during cutting. Compatible with the Sizzix BIGkick, Big Shot, Big Shot Pro and Vagabond machines. sizzix.com
Craft Industry
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New Products Stocked in a wide assortment of sizes, links and colors, this Antique Linked Chain can be used for necklaces, bracelets, decorative trim, rosaries and TVYL >P[O THU` KPMMLYLU[ ÄUPZOLZ HUK H ]HYPL[` of end cap options, these chains can be used independently or with other beads. modebeads.com
The 12- by 12-inch, 3.5-pound Scrap’n Easel collapses for easy travel to crops and classes. Its ergonomic design eliminates body fatigue and increases visibility by 100 percent. Comes with 16 magnets and a magnetic ruler, and is also available in a smaller Scrap’n Easel-Ette. containyacrafts.com
Hemptique’s newly designed line of Bamboo Bakers twine is truly a scrapbooker’s dream. hemptique.net
Rainbow Loom mania is sweeping the nation! Get in on the fad with the ultimate guidebook for rubber band looms. With Totally Awe-
DESIGN MASTER’s Tint IT dye adds sheer, vibrant color to raw, painted or WYL ÄUPZOLK P[LTZ ^P[OV\[ OPKPUN Z\Yface details. Tint white surfaces, shift and blend colors, or layer coats to intensify. Ten beautiful hues for paper JYHM[Z TP_LK TLKPH ÅVYHS KLZPNU HUK general crafting. dmcolor.com
Print your images directly to magnets! Magnetic Photo Paper will work with most popular home and desktop inkjet printers. The gloss ^OP[L ÄUPZO PZ UVU ZTLHY ZV `V\Y images look their best. Applications include photos, greeting cards, changeable signs, promotional products, invitations, crafts and more. promagproducts.com
26 Winter 2014 • Craft Industry today
some Rubber Band Jewelry kids can
learn to make all of the cool accessories that are driving the hottest crafting craze in years. d-originals.com
Lawn Fawn clear
stamps and coordinating dies make crafting more fun than ever! These high-quality, USA-made products are easy to use and feature unique designs that are sure to inspire creativity. lawnfawn.com With four design options, Spellbinders’ 3D M-Bossabilities embossing folders offer realistic sculpted surfaces with detailed embossing and dynamic letterpress capabilities that literally jump off the page. 3D M-Bossabilities measure 4 by 6 inches and are perfect for A2-sized cards. spellbinderspaperarts.com
A Gilded Life Collection from Spellbinders is unique and glamorous. Inspired by the beauty and romance of Europe, it brings affordable luxury to all your one-of-a-kind jewelry pieces, home décor crafts and delicately embellished fabric creations. The journey has just begun so come explore your creativity with Spellbinders! spellbinderspaperarts.com
Dealer inquiries welcome
2014 Time For Tools
The Gelatos Double Scoop is twice the size of the regular Gelatos colors, which means twice as much creamy pigment! These 18 colors are perfect for projects on larger surface areas. fabercastell.com/creativity-for-kids CIT
Finishing specialties for the creative crafter
1-800-506-9618
www.alphaabrasives.com/craft-abrasives.php
Craft Industry
today • Winter 2014
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Do-It-Yourself by Erica Domesek
Moroccan Tile Mirror
T
Listen to your internal muse because she’s dying to whisk you away. With inspiration as your passport, it’s easy to transport yourself to a magical setting without hopping on a plane. Whether you need a style departure or an inventive BFF odyssey, designing a destination in your own backyard goes a long way!
Step 1 Assemble your supplies. X X X X X X X
1 Sharpie marker faux tin tile mirror foamcore heavy-duty glue utility knife scissors
Step 3
Step 2 Draw a large shape directly onto the surface of the tile.
Step 5 Place the mirror front
Cut out the shape using sharp scissors. Use a utility knife or box cutter to kick off the cutting process.
side down, directly onto the glue. After the glue dries, back the mirror with heavy foamcore to support the frame.
Step 4 Squeeze an ample amount of glue directly onto the back of the tile.
28 Winter 2014 • Craft Industry today
Erica Domesek is founder of the New York City-based do-it-yourself lifestyle brand P.S. – I made this … Her mission is to inspire and encourage people everywhere to embrace the concept of “I see it. I like it. I make it.” See more at psimadethis.com.
INDEX OF ADVERTISERS Winter 2014 American Orthopedic Appliance Group/ .........................34 Lion Brand Yarn Baker & Taylor Field Merchandising ..............................35 Beth Watson Design Studio .............................................32 Bottled Joy Creations .........................................................32 Chase Products....................................................................... 8 Clover Needlecraft Inc .......................................................34 ContainYa Crafts Ltd ...........................................................29 Crafters Home......................................................................... 5 Crafty Cat ................................................................................27 Creativeworld Int. ................................................................15 Crorey Creations Inc. ............................................................ 9 Design Master Color Tool..................................................11 Eileen Hull Creative Design Studio................................32 Ellison/Sizzix ..........................................................................36 Faber-Castell..........................................................................12 Fox Chapel Publishing/Design Originals ...................... 2 Gail Green Licensing & Design .......................................32 Hemptique /Trade Marker Int’l Inc ................................33 Hydrangea Hippo ................................................................32
Jack Dempsey Needle Art ................................................33 JGoode Design .....................................................................32 Katie Hacker - Katiedids ....................................................32 Laura Kelly Designs .............................................................32 Lawn Fawn .............................................................................27 LBO Studio .............................................................................32 Magnum Magnetics Corp.................................................31 Megan Moran Smith – Lucky Lilypad ...........................32 Mode Beads ...........................................................................11 Mosaic Mercantile Inc ........................................................14 Ranger Industries ................................................................25 Scene-A-Rama / Woodland Scenics ..............................30 Sha & Co ..................................................................................32 Spellbinders PaperArts ...............................................18, 19 Susan Louise Arts ................................................................32 Technique Tuesday .............................................................30 Tricots - Edley Associates ..................................................34 Whimsical Craft Studio ......................................................33 Wikki Stix .................................................................................. 7
Craft Industry
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“Time to Stope Working IN Your Store and Start Working ON Your Store” (continued from page 21)
right-brained thinkers right in your own store: When did you last ask them to share their ideas? After you hold your empowerment meeting, schedule a brainstorming session. Brainstorming means there are no bad ideas, no one gets to say, “That’s a stupid idea,” because that stupid idea just might lead to `V\Y UL_[ NYLH[ Z\JJLZZ .L[ H ÅPW chart and write down EVERY SINGLE IDEA. If you anticipate negative comments, then come pre-armed with squirt guns for each associate. Every time someone breaks the “That’s a stupid idea” rule, the whole [LHT NL[Z [V [HRL HPT HUK ÄYL )\` a bunch of candy bars and when an associate has a great idea, toss him/ her a treat.
30 Winter 2014 • Craft Industry today
5. Keep on top of your competition Most retailers hate keeping tabs on their rivals, but it’s a necessary evil. You should walk your competitor’s ZHSLZ ÅVVYZ H[ SLHZ[ VUJL H X\HY[LY ¶ every four to six weeks is a good rule to follow. This is important! You need to know how your store stacks up to the competition. Review everything from the parking lot to the back door and every square inch in between, including the service areas and restrooms. Note the locations of carts/baskets, in-store ZPNUHNL ZWLJPHS[` Ä_[\YLZ ^OH[»Z displayed on speed bumps and in the “lakefront property” (front right side of the store), vendors, product adjacencies, size and condition of the classroom, number of checkouts and
service areas, and more. Compare the policies, pricing and services offered to yours. Pick up circulars and/or weekly ads. Watch how store associates interact with customers. Buy an item and return it later to see how you’re treated. If you’re not comfortable visiting yourself, delegate this responsibility to a trusted store associate, a close friend or even a good customer. Give them specific guidelines they have to follow. Drop us an e-mail at info@ kizerandbender.com for a copy of our “Mystery Shopper” form. You’ll also want to visit their website. Is it easy to navigate? Is it fun and interactive? Does the store post upcoming promotions, classes and special events? Can customers print project sheets online? Click on every link and read every page. Then visit your competition on Facebook, Twitter, Pinterest and any other social media sites they are using. A Google search will help you discover where they are VUSPUL >HU[ [V ÄUK V\[ ^OH[ `V\Y competitors’ have up their sleeves? Set up a Google Alert for each one and you’ll receive an e-mail with a link to follow each time they are mentioned online. @V\»YL UV[ ÄUPZOLK `L[ :PNU \W for an e-mail account from Gmail, Yahoo, or one of the other sites that offer free e-mail, then register for everything that each of your competitors offers online. You’ll know what’s happening in their stores at the same time as their customers. This is not an unfair advantage – your competitors would do it if [OL` [OV\NO[ VM P[ ÄYZ[ 9LTLTILY Michael Corleone’s quote from “The Godfather II”? “Keep your friends close, but your enemies closer.” In a marketplace where every competitor wants to steal your customers, keeping a close eye on
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MAGNETS what they’re up to is just good business. So, from this point forward, vow to work ON your store, not just in it, build a team of empowered associates, and keep a close eye on your competition. Become known as a haven of creativity and unconventional thinking. And do just a little at a time; after all, inch by PUJO L]LY`[OPUN»Z H JPUJO
Going to the CHA 2014 Conference and Trade Show? Learn how to become the number-one store in your market during Kizer & Bender’s seminar “Reposition Your Competition: How to Become the Number-One Store in Your Market!” Friday, January 10 from 11:45a.m. to 2:45pm. $35 for CHA members, $50 for nonmembers. Lunch is provided. Register now at craftandhobby.org/registration.
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Craft Industry
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Creativity Is Our Business
Contact a designer today to schedule a class, arrange for a consultation, improve your social media or solve your design dilemmas.
beth | watson
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Cardmakers! Crafter’s! Scrapbookers! Expand creativity with original artwork from Penny Pierick. Available on transparencies, and high quality paper. This art is easy and fun to use, and is an inspiring way to add something unique to every project.
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susanlouisearts.com Or call Penny at (608) 206-6987
32 Winter 2014 • Craft Industry today
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Meet the CHA 2014 EXPERTS Kizer & Bender – Retail Companies around the world depend upon them for timely advice on consumers and the changing retail market place.
Joe Rotella – Website As CTO at Delphia Consulting, Joe is responsible for using technology to provide better products and services to clients, company infrastructure and IT operations.
Tony Ford – Technology Tony’s work ranges from product launch strategy for manufacturers to retail merchandising, training, marketing strategies and management.
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Bob Negen – Retail Bob helps retail storeowners quickly and easily turn their passion into profit.
Lynn Switanowski – Retail Lynn’s management experience and creative problem-solving skills helps businesses develop efficient sales channels and distribution techniques.
Theresa Cifali – Social Media Expert Theresa effectively uses social media platforms to grow brand awareness to increase revenue.
Steven Strauss – Small Business Steven is the senior business columnist for USATODAY.com. His “Ask an Expert� column is one of the most highly syndicated business columns in the world.
Tiffany Windsor – Design Expert Tiffany is a licensed artist, author, consultant and instructor for the creative industries.
Resources Tammy Browning-Smith – Legal Resource Tammy can help you address your business’s copyright, trademark, and licensing needs
Paul Milne – Regulatory Resource As the Technical Manager for Restricted Substances Testing at SGS in Fairfield, New Jersey, Paul is the local expert for European REACH and RoHS, China RoHS, CPSC, Proposition 65, and FDA and EU Food-Contact regulations. CIT Craft Industry
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E-commerce
Made Simple
(continued from page 23)
The Right Tulle for the Job
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vendors can provide you with quality images. However, if you are unable to obtain these or want a more cohesive look among all your brands and products, you can take the photos yourself. Many smartphones have high-resolution cameras that surprisingly take great photos. However, a digital camera is more ideal. BoutiqueWindow.com, an online marketing JVTWHU` MVY YL[HPSLYZ ZOHYLZ [OLZL Ä]L [PWZ MVY [HRPUN high-quality photos. 1. Know your camera. +LÄUL `V\Y WOV[V HYLH ;\YU VMM `V\Y ÅHZO 4. Accessorize your photos. 5. Show off product details. For more in depth details on taking quality photos, visit retailminded.com/tips-for-photographing-merchandise/. 6UJL `V\ OH]L PKLU[PÄLK OV^ `V\ ^PSS VI[HPU NYLH[ photos, you want to also ensure your customers can easily navigate your website. A strong template should allow this, but making their checkout process as easy as possible is another point to consider. Avoid having customers have to give you a million details to make a purchase, such as creating an account and identifying a password before they are able to check out. Instead, capture their e-mail during checkout, but without having to have them create a private account to do so. Finally, give your customers a reason to return to your website. Upon checkout, offer them a follow up email that includes a coupon or other incentive for them to return to your website again. This is your chance to not only say “thank you,” but also let them know you hope to see them – even if virtually – in your store again soon.
Increasing Your Online Sales
See your ad in the next issue!
Craft
Industry THE CRAFT & HOBBY ASSOCIATION MAGAZINE
For advertising details call Darlene Roberts
(800)344-0559 • darlene@fwpi.com
34 Winter 2014 • Craft Industry today
Giving an incentive to return to your website is certainly one way to increase your online sales, but the opportunities to gain additional online sales don’t end there. Respond to customer questions, blog comments and social media posts. This type of consumer engagement online is no different than answering a customer’s question in a brick-and-mortar store. Finally, remember that establishing a strong, loyal customer online takes time, persistence and commitment. You can’t expect to be successful online if you aren’t committed to this relationship. Look at your online store as a partner in your sales strategy, and you’ll be more likely to stay committed to making it work. Learn more tips, tricks and realistic ways to make your online shop succeed in Nicole’s seminar at the CHA 2014 MEGA Show – Friday January 10. www.craftandhobby.org/chashow
Your product was shipped to the store, now what? Is it on the shelf? Is it in stock? Has your space been lost to a competitor? Is your messaging lost? Lost sales due to out of stock product in the United States is an $89 billion problem.* Baker & Taylor Field Merchandising is an experienced, award winning, and reputable retail merchandising service focused on ensuring your product is where you expect it to be — when you expect it! Let us be your in-store eyes, ears and hands. Visual Merchandising Seasonal and promotional product placement and management
MICHAELS ARTS & CRAFTS 2012 OUTSTANDING SERVICE AWARD RECIPIENT
Inventory Management Physical inventory/cycle counts and vendor managed inventory assistance for greater product visibility
Demo Events/Product Demostration New product customer engagement/ introduction, seasonal support and in-store retail associate training
Real Time Retail Insight Visit validation, in-store visibility with photo capture capability and detailed data collection and analysis Our North American coverage includes all of the U.S. and Canadian provinces Customized service schedules available in Michaels, Joanns, AC Moore, Walmart, Shopko and many more retailers!
*source: IHL Worldwide, 2012 Inventory Distortion Survey
LEARN MORE ABOUT FIELD MERCHANDISING SERVICES: Contact Andy Stavros at 469-475-2720 or email Andy.Stavros@baker-taylor.com Craft Industry
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Diversity Creates Its Own Demand
The 50s
SizzixŽ licensed artists help your customers create many masterpieces to enjoy. Choose from exclusive offerings from today’s biggest names and hottest styles, as well as an exquisite assortment from our talented in-house team. Contact us today and order while supplies last.
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