Name-Dropped and Custom Products

What’s Sure-Selling (From page 75)

actually use and that reminds them of their trip and their time on the lands,” Morris said.

Prickly pear-infused name-dropped items, including honey, jelly, syrup, truffles, mints, lollypops, chocolate bars, and tea, are top-sellers. And, out of these items, the honey and jelly were the best-sellers. Customers select these items because they’re intrigued by the taste of prickly pear, Morris said.

“Prickly Pear grows on the island and is very tasty, though it has many seeds in the fruit, not to mention the cactus barbs,” Morris said.

Morris also brought prickly pear lotion into the store. She wasn’t sure how well it would do, considering it was sold at a higher price point than other lotions they stocked in more common scents. So, she was surprised at how well the Prickly Pear lotion sold – in fact, she can’t keep it in stock.

On the other hand, custom and name-dropped products that haven’t sold as well at the shop included wooden toothpick holders, children’s T-shirts, blankets, towels, and coasters.

Kathy Johnson , owner of Black Hills Caverns, said, says name-dropped T-shirts are the number-one seller at their 2,000-square-foot shop, mainly because their visitors are on vacation and looking for a souvenir to remember their fun experience by. As vacationers, guests could also be buying apparel for more practical reasons, like needing some clean clothes, Johnson said. Last year in particular, was a big year for T-shirt sales. Johnson had to reorder mid-season, which she doesn’t usually have to do.

The Caverns are a family attraction, so Johnson doesn’t typically offer many higher-end items. However, roughly three years ago, she took a chance on beautifully glazed stoneware mugs, with price points of $30–$40 each. Since then, she’s had to re-order them every year. They have four or five designs with the same logo on their shelves at any given time–from a large, October stein mug to a smaller rambler mugs. No matter what type of mug she orders in, they all sell. She said guests may pick them up because they’re made in Minnesota. She also thinks the great experience guests had while at the caverns may make them more willing to spend money. Items with higher price points seem to be trending in general in the last couple of years, Johnson said. She’s been noticing a tendency for customers to buy an item at a higher price point when it really resonates with them.

On the other hand, Johnson expected cork coasters to sell well. They were a good quality product that didn’t absorb water, or stick to the glass – only to fall off later. They were also reasonably priced at around $2 each (and cost the shop under $1), but just didn’t sell. Shot glasses were another product that didn’t go over well.

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Denise Morris, gift shop manager and buyer, Catalina Island Conservancy, Long Beach, Calif. The conservancy’s store offers a wide variety of name-dropped items, including foods, apparel, toys, and accessories.

In general, Johnson gives a product two seasons. During that time, she’ll move items around to see if the product may not be selling in a particular location in the store. However, after that, she’ll place the product in a spot by the register to be given away with particular purchases. For example: when guests buy a mug, staff can throw in a coaster to go with it. Johnson said they don’t necessarily do this all of the time, but often do these hand-outs when they have a big sale or promotion.

“It works twofold,” said Johnson. “It helps us clear the inventory out and it gives somebody that has stopped by us another name-dropped item they can have when they get home.” ❖

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