We have just become a premier stockist of the Beanie Kid range in one of my newsagencies and are loving the new traffic being drawn to the business. We are seeing shoppers of all ages being drawn to the excellent selection of collectibles.
This is our first time in the collectible space beyond artworks. It is a whole new world. Beanie Kids collectors are tremendously valuable and smart shoppers. We have found that we need better than usual product knowledge to serve their needs and to help convert infrequent Beanie Kids shoppers into regular shoppers.
This is where Skansen Brands is helping, with good products knowledge with which we can be better prepared to attract good business. Their website is a wealth of information and on the phone their people have terrific knowledge. Understanding their engagement with social media also helps in our own social media strategies, so that we compliment their work.
I appreciate that it is challenging to be expert in all products. However, we each have hero products in our businesses around which we can build terrific shopper loyalty and good word of mouth. These are the products for which we need to develop and maintain superior product knowledge. I see Beanie Kids as such a product.
This is my newsagency marketing / management tip for today … that we need to continue to develop product knowledge of our team members. Understanding the typical shopper and their interests and needs, being able to add value to a sale with knowledge and knowing why your business is the best place to purchase the items can attract people who love a brand name product like beanie Kids come back again and again.
As I write here many times, habit based shoppers are vitally important to any business, especially newsagency businesses.
I’ve been amazed over the years that it’s not just kids either that like/collect these. The AFL bears have already taken off so we’re expecting to sell a lot this year.
Yes Tim, the AFL bears are proving to be a huge hit.