A PERSONAL TOUCH

Adding someone’s name to a souvenir can make them a more special keepsake.

STORY BY SARA KARNISH

Few gifts put a smile on a person’s face as much as a personalized gift. Magnets or keychains bearing the name of someone special might cost a few dollars, but the response of the gift recipient is priceless. Personalized items are a niche category for some retailers, but it’s a thriving one.

Bethany Trading Co. in Bethany Beach, Delaware, is a destination souvenir shop for beachgoers with three distinct “shops” in one: toys, accessories and souvenirs. In the personalized category, shoppers can find necklaces, bracelets, shells and sand in bottles, keychains and ornaments.

Manager Victoria Dava explains the appeal of personalized items to different demographics: “I feel like little girls like the unicorns and mermaids; tween girls want to give their friend something that says ‘BFF’ or their name; and grandparents like to give them as gifts to their grandkids.”

At Bearizona Wildlife Park in Williams, Arizona, personalized items include wood-carved knives, keychains and jewelry as well as a selection of popular name-dropped items identifying the park. Samantha Haley, gift shop manager, says visitors are drawn to the special memories attached to these souvenirs.

Upping The Name Game

It’s not enough to just have personalized (or customizable) gifts in stock — they should be items that are truly unique and differentiate one retailer from another.

“Guests look for something they don’t already have, but still reminds them of the place they have visited,” Haley points out. She says items can be even further customized by adding the attraction’s name or logo on mugs or clothing, photos of the attraction on magnets, name-dropped ribbons and T-shirts for plush, and embroidery. Add a person’s name for a special customized touch.

The retail shop at the Space Needle in Seattle has two programs in the personalization category.

“One of our name programs and our backpack clip program are both totally custom, with unique art and shapes you will find only at the Space Needle,” says Jack Cavanaugh, senior retail buyer at Space Needle and Chihuly Garden and Glass. The other program features Seattle-themed art or Space Needle dangle charms to make them commemorative for guests.

According to Cavanaugh, personalized products are among their biggest sellers: “People love to bring home a souvenir with their name or the name of someone they love on it as a gift. Our Laser gift flash-n-flip keychain spinner is the top seller, but they all do great.”

Because some retailers carry much of the same personalized merchandise due to product or vendor availability in certain locations, Dava says it’s important to find other ways to stand out to shoppers.

“Always keep the personalized items in stock and try to have backstock of the items that sell quickly,” she advises. “There are some things we carry that others don’t, and there are things we don’t carry that others do.”

Customer service is another way to leave a lasting impression on consumers, especially in a busy tourist community. Bethany Trading Co. has a strong tourist customer base, many of whom stop by to pick up last-minute beach essentials or a quick gift year after year. They return because of the store’s reputation, merchandise selection and friendly service, according to Dava.

Much of Bearizona Gift Shop’s merchandise reflects experiences and encounters visitors have in the park. For instance, it carries plush versions of animals found on the grounds. “When customizing personal items like a keychain, we like to use photos of things you will also see in our park so you can give a visual and know where the item is from,” Haley says. She says kid cups are a new personalized offering at Bearizona’s gift shop this season. “They have bright colors, assorted pictures, and different names.”

PERSONAL(IZED) CHALLENGES

Although name-dropped items are consistently strong sellers, retailers admit the inventory can be difficult at times. “One challenge is you have to keep the displays full and even with names you don’t sell as often,” Haley says.

Her team addresses this by simply displaying fewer pieces of the slowerselling named items on each peg to keep the racks stocked. “Presentation is key. You want the display to look nice and not empty, as a fuller display sells more,” Haley explains.

Keeping display racks neat and orderly is “the most difficult and important thing,” according to Cavanaugh. There are no new name programs rolling out at the Space Needle, although every one they’ve offered has sold well.

“For us, right now the most important factor in choosing a new line is service from our local rep,” he points out.

The spinner racks in Cavanaugh’s shop need weekly servicing in the summer because of their high volume. “We have preferred reps who get the lion’s share of our personalized business because of the high level of service they provide,” he says.

Customers regularly ask Dava about various spellings of a particular name. Many have straightforward spellings, so “Amy” will receive a gift; “Amie,” “Aimee” or “Ami” may not.

“Sometimes companies don’t allow us to pick the names,” she explains. She would like to see the store purchase a Cricut machine so items can be customized, noting, “I feel bad when a little kid can’t find their name.”

While it’s important to offer consumers a variety of options, Haley does not want to overwhelm shoppers. “We display personalized gifts and souvenirs throughout the shop so that there is something different at every turn,” she says. “By spreading the displays out, it allows people to shop at their convenience and not feel rushed to look.”

Product placement is key, however. Cavanaugh says although personalized items are in a single grouping at the Space Needle, the merchandise is hard to miss. “It’s some of the best retail space in our store, and these fixtures have consistently proven to be worth premium placement,” he says.

Because of Bethany Trading’s customer demographic, Dava says its personalized items are displayed in the “kiddie” section, and its higher-priced merchandise is available on shelving in the gift section. “It’s usually in the front of the store, and very noticeable,” she says. “The items are on their own racks with headers, and the prices are clearly visible on the racks.”

Variety — in both product and name availability — helps to set personalized items apart from other gifts. Consumers appreciate a wide selection of options, and recipients appreciate the thoughtfulness of a customized gift. SGN