Our Sophie Randall start up card and gift shop is a week old this morning. While we are yet to undertake any marketing or even hold an opening event, sales are strong. We took in our first week 80% of what we budgeted for weekly takings three months in. So, the signs are good – but we don’t want to get ahead of ourselves.
The experience behind the counter in this 100 square metre shop is very different to what we experience in the card and gift space – shop within a shop – in our newsagency on the floor above. Here in Sophie’s space customers are friendlier, they take more time, they’re happy to wait to be served. In the newsagency if there is a line (which we don’t like) it is not uncommon for customers to let us know they are annoyed – usually over a $1.10 newspaper purchase.
Beyond happier customers, we are surprised at the products which are selling. $49.95 paperweights for example, cows, Beatrix Potter product and high price point cards. We knew the products would move but not in the numbers achieved in the first week. There are some categories we expected to do well which have not moved at all. But, as they say, it’s early days.
As we move between the two stores we have to change our mindset. In Sophie’s place we’re in control, not one supplier is dictating rules to us – we choose the products, pricing and how we display. In the newsagency, for two thirds of what we sell, suppliers are in control of range, price point and, often, how we display. I am not complaining about this but, rather, observing the difference between the two.
Suppliers often complain that newsagents are lazy, don’t engage with campaigns and are not ‘compliant’. Associations complain about this too. My view is that this comes about because of the rules suppliers impose. They train newsagents to NOT think for themselves and then complain when they do what they are trained to do. While newsagents can be entrepreneurial, it is a challenge with so many rules to live by.
In the meantime, we’re enjoying navigating the freedom of the Sophie Randall playground.
nice shopfit, seems like a pleasurable shopping environment. i can imagine customers would want to stay in that area. all the best with your new shop!