Collectors are a valuable customers – the challenges are discovering what they collect and understanding them. This was brought home to me last week when I delved into the world of the Breaking Bad collector, the world of someone who will purchase items related to the show and the knowledge they have about what they collect.
Take this pink teddy from Breaking Bad. It’s a sad looking thing but it is sought after by Breaking Bad fans. If you had it in your plush department people would think it’s damaged stock. If you put it on a pedestal under a spotlight, Breaking Bad fans would recognise it. Many would have read the history of the bear online, they would know that it is more than a bit player in the Breaking Bad TV series.
Thanks to the support from several specialist suppliers, engaged newsagents have access to products like the pink teddy bear that cater to TV show fans, band fans and collectors of other items.
I know through my involvement with the collector strategy of the newsXpress newsagency marketing that there is also considerable support to help newsagents to get into and make money from the collector space.
With a serious collector spending between $1,500 and $3,000 a year on their collection (of any sort), being able to serve them depends on product knowledge, good supply and smart shop floor engagement.
This is that the pink teddy bear represents – a lesson in the value of collectors and the role they can play in some newsagencies in unlocking new traffic for the business.
It’s hard work serving collectors. You need to step into their world of obsession. You need to understand their interests. You need to respect them. You need to enjoy their excitement at new products they can add to their collection. So, yes, it is hard work … and very rewarding personally and business wise.
This is what selling to collectors is about, knowing