IH + HS Briefing

Stay True To Your Best Customers 

The International Home + Housewares Show is upon us once again. As you are navigating your way through the many aisles of exciting products, I would like to challenge you to think carefully about your merchandising decisions.

I have seen many successful independent specialty retailers gradually change their merchandising scheme over the years to include products that are truly specialty in order to differentiate themselves from the competition, and I think it is a winning strategy. As such, many of you are pushing suppliers to provide you with more and more specialty products.

To me, a specialty product is an item that has been developed with careful thought and attention to detail in both design and function. Such products are often targeted at a specific niche, and were not necessarily intended to provide universal appeal. In fact, their appeal is that the product designer has gone the extra mile to make a product more functional, more useable, and visually appealing. Sometimes the extra value added to the product comes at a higher price. Usually customers are willing to accept the trade-off if they understand the value proposition. That is where you, the retailer, come in. You have the unique ability to explain to customers why a specific product better suits their need.

Now, if you think about what prompts customers to choose to visit an independent specialty store for their housewares need as opposed to a department store or big box type of retailer, I think we could make a few assumptions. Those customers most likely want more than they can get elsewhere. They are looking for a product that better suits their needs, something special. I think those customers are seeking some professional advice, and since these customers knows that many of you are very knowledgeable about the products in your store, they value your opinion. I think these customers are less driven by brand, and can understand a rational argument of why certain products can be a better choice for their specific need.

In this scenario, I think you are in a unique situation because you truly play a pivotal role in the sales success of many specialty products. In order to keep a portion of your assortment specialty in nature, you need a continual flow of new products and new ideas. I believe this is key to drive this type of customer to your store. Obviously training is going to play a big role, too; you need to make sure that all of your staff that is working the floor has the same level of knowledge. In short, the specialty manufacturers depend on you, and in a way, you depend on them also to continually deliver new and exciting products to market. It’s a two-way street.

But, I hear from some specialty suppliers that the message they receive from the specialty store community is inconsistent. They are often told that while their products are fantastic, the store is choosing to feature the item from a brand that customers come in the store asking for. Now, I am not suggesting that you ignore demand, but aren’t you making your store a more valuable housewares resource if you have some of the big name brands, but also feature some less well-known brands that may have an even better product offering? If one of your associates took a moment to explain to that customer who may have certain brand familiarity why another choice may be better, aren’t you better serving their needs? And if that same customer now walks out of your store with a different product that better suits their intended use or need and it becomes a valued addition to their personal housewares assortment, haven’t you earned a customer for life?

Which brings me back to my challenge. If you’re going to stay true to your customers that frequent your store because they expect to find the product that best suits their need, you need to strike a balance between brand familiarity and product reality. Many of you have earned your reputation as a market influencer; please uphold this responsibility by continuing the quest to find the best products. Your business will be stronger if you maintain your edge.