Editor’s Notes

There’s a lot of worry about the economy these days, and rightly so. Not only are consumers wondering how to make ends meet with rising fuel costs, so are businesses wondering how they’re going to survive.

For retailers, it’s pretty clear things can’t remain status quo. It may be an uphill battle trying to entice customers into your store, but entice them you must. And once you do, you’ll need to re–stock your shelves and will be placing orders with your suppliers and we’ll all be happy.

Editor Bill Gardner

Ok, back to reality. Yes, times are tough, but are we doing all we can to boost the bottom line? Take a look at Kizer & Bender’s “Shoppers Predict Stores in Danger” article below. America doesn’t seem to be too sweet on the state of retailing these days. It just so happens that my column for the May/June issue of Craftrends magazine (mailing to subscribers May 27) also touches on the subject of the state of our industry’s stores.

Have we forgotten the consumer? Are we so consumed by the bottom line that we no longer care about the customer’s experience in our stores? If that’s what’s happening, none of us will be around for long.

Remember, no one NEEDS to craft. They do it for the sheer enjoyment. It’s sort of a guilty pleasure. Their hard-earned money could be used for better things, but they manage to justify entertainment spending. But as times get tougher and tougher, how long can they justify it? Perhaps if we make it more enjoyable for them, and give them the inspiration they need, it won’t take much to sway their justification.

It’s no guarantee, but it’s pretty much guaranteed that if we don’t pay attention to their needs and desires, we won’t have to worry about it any longer. We’ll be out of business.

Bill Gardner
Editor-in-Chief

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Shoppers Predict Stores in Danger

By Rich Kizer & Georganne Bender

In April AOL did an interesting poll: Shoppers Predict Retail Stores in Danger. AOL asked users the following question: “Have you entered a retailer’s store lately and wondered how they are staying in business? Maybe it was the lack of fellow shoppers or the state of the store’s displays that made you think the store was in trouble.”

AOL also asked users to tell them “which stores they would not be surprised to see shut their doors for good.” Over 5,000 people responded. Here are a few of the retailers they had something to say about:

The Gap: “Their customer service is horrendous, and they have lost their customer base with uninspired clothing. I was always a loyal Gap shopper and a former employee, but have not shopped there in years.”

Kmart: “Even before you enter the store, you notice the great number of available parking positions on the lot. When you enter the store, you quickly notice the lack of air conditioning. The shelves are depleted, retail help is non-existent, and the housekeeping in the store leaves you wondering why you entered the store in the first place.”

Linens ‘N Things: “How a retailer can offer basically the same stuff as Bed, Bath & Beyond and operate so differently is beyond me. L&T is lazy, sloppy, rude, arrogant, overpriced.”

Victoria’s Secret: ” their customer service and quality are the pits lately. It used to be a fun place to shop.”

The AOL User poll touched our industry as well but before you read what was said please take note: these customer comments aren’t pretty; the sad thing is they are probably not even true – they’re perceptions. You know what we always say about that: There is no reality in retailing today, only perception. The CUSTOMER’S PERCEPTION. You are what you are perceived to be whether you like it or not.

AOL User Poll on Michaels: “Over the past several years I have noticed a serious decline in Michael’s at their 3 stores in my area. Merchandise is way overpriced vs. quality. A lot more ‘junk’ instead of ‘craft’ items. Stores feel crowded, claustrophobic. Hard to find anyone to assist should you have a craft –specific question. Too many items constantly ‘on sale.’ The ’sales’ are a joke; prices are intentionally inflated so they can say they are ‘on sale.’”

AOL Poll on Jo–Ann Stores: “The JoAnn’s store in Duluth, Georgia, has been declining for a couple of years. Stores in its vicinity have already closed. Hardly any merchandise being added. Fewer and fewer customers. Dimmer lighting. Yet, when employees are asked, they indicate they have heard nothing about a closing. If this store were a person, one look would tell you it is terminal. So sad.”

Customer perceptions cannot be brushed aside because they have a tendency to spread quickly. The days of one unhappy customer telling her story to 10 of her closest friends are over – today people post their complaints on the Internet where millions of potential customers can read them.

The AOL poll shows us the importance of consumer opinion. Customers listen to other customers. Did you know that a customer testimonial is 10-20 times more powerful than what you have to say about yourself? If you don’t believe that then you’ll want to visit TripAdvisor.com, a website that’s loaded with travel industry reviews that have been written and posted by consumers. This site proves that the swanky rooms pictured on hotel web sites aren’t always what you ‘ll find when you arrive – and reviewers post their own photos to prove it. Another site is Yelp.com – you might want to look to see if your store has been reviewed.

Now more than ever customers are practicing R.F.W.O.M.™ – Rapid Fire Word Of Mouth – and they are not afraid to slam the retailers that cheese them off. Visit the AOL poll sites listed below and read in detail what customers had to say. Take a moment to objectively mull over their comments – could similar things be said about your own store? If the answer is yes, then you have some perception building work to do. Decide how you want your store to be perceived by your community and put your marketing wheels in motion:

Begin by writing a paragraph or two on who you are and why you got into business; add your background; your store’s specialties; the brands you carry; classes, crops and annual events you host; charities you support – list whatever’s important for customers to know about your store. Use this information on the back of each weekly Bag Stuffer, on your website, your blog, in-store signing – use it everywhere to build the perception your store deserves; and the one that will become your reality.

Click here to read the AOL shopper survey:
http://money.aol.com/special/shoppers-predict-retail-stores-in-danger

Click here to read the 5,000 consumer comments.

For more great information from Kizer & Bender, visit their Web site and blog:

www.kizerandbender.com

www.kizerandbender.blogspot.com

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Consumer View: Wanted: Products in Advertisements!

By Pat Johns

I am a magazine freak. I’m almost positive my local bookstore could make a healthy profit solely on my weekly visits to pick up the latest magazines on the shelves. I buy all kinds of magazines from newsweeklies to celebrity gossip to special interest annuals. I can’t help myself. It’s the combination of the interesting informational tidbits to the beautiful photos to the advertising. Yes, I read the ads with just as much enthusiasm as I do the articles. I learn as much from the ads as I do the articles at times. And it’s those ads that are really starting to annoy me.

My irritation is not that there are too many advertisements since I know such a thing could never be possible, but rather that I can’t get what is being advertised! What is the deal? I see something wonderful and delightful and my natural reaction is that I just have to have it. The advertising has done its job and done it well! But when I go to purchase the advertised item, no one seems to know what I’m talking about. This is something I experience too frequently and I just have to share my anguish.

It’s happened to me with many different products including cosmetics, cleaning provisions and craft supplies. I can live without make-up and window cleaner, but I can’t live without my craft supplies. Especially if it’s cool, creative, and new! It seems rather cruel to tease me with a new product that often I’m never able to locate at my local craft stores. I am willing to wait if there is any hope of the product popping up on the shelf, but I can’t deal with the blank stare I get from craft store staff when asking about the product.

I feel I am one of the lucky ones. I have over two dozen craft retailers within an hour’s drive from my home. I have general craft stores, bead shops, art glass retailers, a basket weaving supplier, yarn stores, rubberstamp shops, scrapbooking stores, floral specialists, and even a few “wholesalers” that open to the public. Yet, few of them really stock new products, or if they do, they must be months behind the advertisements in my favorite craft magazines!

I know it takes time for an advertisement to go through the system and be published. I wish that supply companies and retailers would pay a little more attention to the timing of ads especially when new products or new product lines are being advertised. Would it hurt to place in the ad when the product should be appearing on the shelf? Do retailers read any of the magazines that they stock? Am I the only one excited about the products advertised in the magazines?

I do have a back-up system if I can’t find products in my local stores. I will hunt on the web until my eyes start to cross and I’m often successful in finding some web retailer who has the product to sell, but I do prefer to contribute to my local economy and purchase from a local store. If all else fails, I’ll contact the company who placed the ad in the magazine and beg to buy the item directly from the company. It’s a lot of work on my part and at times I find it very exasperating. I’m not so sure most crafters would go to all the trouble I do.

I’m going to assume the reason ads are placed in magazines to begin with is that the advertiser wants to sell what is being shown in the ad. I think retailers should have a form I can fill out if I can’t find a product in their store. And consumers should start bringing in those advertisements and dropping them off for the store buyers! I know I’d pay attention if several customers came in requesting a product I didn’t carry.

Take it from a seasoned crafter of over two decades, people like me DO pay attention to advertising! And we want those products in our local stores.

Pat Johns, an avid crafter and writer, is still on a quest to find the poppy flower needle punch kit by Dimensions, the BeadSmith Magical Crimping Forming Tools, and Indygo Junction’s Needle Felting books. Any help is appreciated!

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Class And Demo Suggestions

Having a demonstration within your store on a regular basis will inspire more sales and help create loyal customers. Here’s a quick and easy project you can demonstrate or have your customers try hands–on.

Silly Summer Felt Finger Puppets

By Lisa Storms for Fiskars

Materials
18″x24″ Cutting Mat
6.5″x24.5″ Easy–to–Read Ruler

45mm Comfort Grip Rotary Cutter
No. 9 Bent Right–Handed Scissors
Felt (various colors)
Buttons
Embroidery floss
Thread
Sewing machine

Beacon Felt Glue

Instructions
1. Using rotary cutter, ruler, and mat, cut two rectangles approximately 1 3/4″x3 1/2″.
2. Using scissors, round one end of rectangles.
3. Embellish with embroidery floss, buttons, and felt for facial features. Note: Add very bulky items that will not fit through sewing machine (such as my very large button for pig’s nose) at the end being sure to only attach to top layer.
4. Sew two halves together leaving bottom open. (You can also glue the two pieces together by applying a thin line of felt glue along the outer edge of one piece then place second piece on top like a sandwich. You will have allow some drying time before playing with the puppets.)
5. Adhere wiggly eyes.

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CoolTool Cordless Glue Gun

Product Pick

CoolTool Cordless Glue Gun

Ad Tech™
Adhesive Technologies

www.adhesivetech.com

The CoolTool™ glue gun fits perfectly in the hand (small or large) so it doesn’t fatigue the hand or wrist, and it’s cordless, powered by four AA batteries. The feature unanimously favored by the testing team was that this glue gun is designed for use with Ultra Low Temp™ glue sticks. This is not the first product that AdTech has introduced to the market that uses low-temp glues, which are much safer than traditional hot glues. Even in summer, this glue gun can go outdoors with no hesitation. Set up a sidewalk sale and have an ongoing demo using this great tool.

“The glue gun heated up very quickly in my opinion. I turned it on, gather up my other craft supplies, and the glue gun was ready to go. It feels good in your hand and there isn’t much weight to it,” commented one tester. “I appreciated that the tip had a protective cushion around it because my fingers do get close to the tip when I work.”

Another said, “I love this glue gun. No cord to get tangled up and even if you do touch the glue it doesn’t burn your skin. How cool is that? I had complete control over where the glue was placed and the glue stick went a long way. I’m not giving this glue gun back. I’m keeping it!” Several members of the testing team indicated that as soon as the product was available locally, they would buy it.

The glue gun and glue were used to bond paper, wood, floral, fabric, and bead materials and bonded well. There is a red light to let you know when the glue gun has been turned on. You can get the tip into tight spaces and without a cord, the glue gun can go anywhere you need.

This product might not sell itself, though. It may need some extra promotion. Have teachers use it in class and use it for store demos. Once someone uses the glue gun and understands burned fingers and skin are a thing of the past, the product will sell easily. This compact tool can be used for a variety of craft techniques from scrapbooking/cardmaking to jewelry and florals.

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Book Review

By Maria Nerius

Inspired Wire
Cynthia B Wuller
Kalmback Books
$21.95
ISBN 978-0-87116-256-4

www.BeadAndCraftBooks.com

This book has one of the best introductions I’ve ever read. I’m not sure every reader takes the time to read an introduction since many crafters are excited and want to jump right in and get started, but this one is worth the effort to slow down and really use the book to learn. Wuller explains who she is, why she wrote the book, and how to use the book and get the best results. The book is well laid out in five chapters starting with The Basics followed by Using The Basics. A very savvy move in my opinion for a book outline. In Chapter 1, The Basics, you get a line up of the tools and supplies and then a line up of the most common steps or techniques like a loop, a jump ring, or wrapped loop. These techniques are taught with excellent step-by-step and up-close photographs.

In Chapter 2, Using The Basics, there are projects to make using the basics of Chapter 1. Since most people interested in beads, wire, and jewelry have never met a piece of jewelry they didn’t like, I’m not sure there is a bad project to be found, but Wuller did put some care into designing projects that use the techniques and that are fresh and trendy. The earrings, bracelets, and necklaces are accented with pearls and crystal beads. Chapter 3 covers using a jig and the jewelry is inspiring. The instruction is excellent and the up-close photography could not be better; the only thing I would have liked to see in this chapter is one photograph of the entire jig so I could have had some perspective, but that’s just me. I learned more about using a jig from this one chapter than I have reading several books on the topic.

Chapter 4 covers form shaping links and Chapter 5 covers hand shaping links. Each chapter except Chapter 1 had many projects to help the learning curve bend in the novice’s favor, but I think even the more advanced jewelry enthusiast would enjoy this book as a refresher. Wuller has done one of the best jobs I’ve ever read on really teaching the basics of working with wire to create earrings, bracelets, necklaces, pins, and rings and I like that she included pearls and beads in the mix making the wire much more approachable by a wider audience. Great read!

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Scrapbook the pages that Matter Most

New From CK Media

This new feature highlights new books and other products from CK Media, publisher of Craftrends e–News and Craftrends magazine.

50 Moments “Scrapbook the pages that Matter Most”

If you were only going to create 50 scrapbook pages about your life, what would they be? Lisa Bearnson, Creating Keepsakes Founding Editor, guides you through the process of scrapbooking the stories that define your life, the pages that matter the most, the must-make layouts that will reveal your personal legacy to future generations. This essential new book is packed with inspiring ideals, beautiful layouts, and Lisa’s helpful tips on how to get started. #30508: Retail, $19.99.

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Industry News

For up-to-date news, visit Craftrend’s Web site at www.craftrends.com/industry-news. To receive e-mail News Updates, e-mail your name, e-mail address, and company name to bgardner@ckmedia.com.

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