Children's Retail Best Practice Forum
Welcome to the third Wee Ones Web Log (AKA Wee-B-Log)! I am Betsy McPherson, the one and only original “Wee One” and I now have three wee ones of my own. So I shop in your stores (maybe a little too much).
This month’s message: Do not underestimate the power of innovative merchandising. It is one of the things that you, as a specialty retailer, are uniquely positioned to use to your advantage.
One of our best long time customers, Rick McKnight at the Kiddie Shoppe in Columbus, Georgia is a hugely innovative merchandiser (and a smart business man). His store is adorable…and profitable. It has been around for 75 years and Rick is a second generation owner. Constantly, he thinks about what would make his customers’ lives easier and what problems they have that he can help to solve; this guides his strategy. And over the years he has found that by staying focused on the following (in this order): product, presentation (ie merchandising), personality, price, he has a recipe for success.
So, the nitty gritty is in the execution, right? Here are a few of his merchandising tactics:
1) He sets up his store by telling little stories. For example, he might have a little “princess” area and every item in that area is princess- themed. He puts items of all different price points and from all different product categories in that area. He makes sure to include toys, too because they are high margin and less seasonal than apparel and accessories. Plus, they sell!
2) When he believes in a product, he makes a bold statement with it. He has an entire wall dedicated to hair bows (Wee Ones, of course) which he calls the “impact wall”. When he commits to a product, he really commits to it. So, his customers know that they can depend on the Kiddie Shoppe to have what they want when they want it. As a result they always come back, and more often than not they buy what they came in for and a little something extra.
3) When it comes to displays, he thinks outside the box and seizes on opportunities the minute he sees them. He loved the Wee Ones ceramic football display; he was easily able to create a strong presentation of school spirit accessories in a highly visible way with a minimal investment. His turn rate on the product was amazing; he sold out of his first order in three days!
Learn more about the Kiddie Shoppe http://www.kiddieshoppe.com.
Tell us what you think, please. We love a comment or two.
Even if this posting was not helpful to you, maybe next month’s will be. Please let me know about any issues/ challenges you are facing in your business and maybe I can help. Post any comments or questions you have about this posting and I will answer you immediately. Or write to me directly at .