How to run a successful children’s department in your store

Creating a successful children’s department takes more than just placing some books on a shelf and praying customers show up. Success takes thoughtful planning, dedication and a dash of creativity.

While I am passionate about children’s products and getting them in the hands of my community, for some, the task may seem daunting. It doesn’t have to be! If you break down the fundamentals of retailing, taking the time to incorporate basic principles, the Christian retailer will see happy customers and a financially profitable children’s department. Using the acronym C-H-I-L-D, these fundamentals will help stores achieve success.

C: Choose products wisely. The simple truth is not every children’s product is worthy of carrying in your store. The children’s product industry is vast, and the task of selecting which products to carry should be done with great thoughtfulness.

When making these selections, keep in mind how the message of the product, whether a book, DVD or gift, is compatible with the mission of your store. Some products or authors simply might not fit in with your theological guidelines. You also must answer the central question: Does your store carry purely Christian products, or will you carry secular products as well? This is a fundamental question that every Christian retailer must ask, and when it is decided, you must adhere to your policy.

If a product meets the mission of your store, it should also fall into a price range that meets the needs of your consumer. Knowing the socioeconomics of your clientele is paramount. Children’s products can vary greatly in price. You need to determine a medium price range and try diligently to stock products in this range. Children’s books in particular should be reasonably priced, especially if your target customers are young families. Don’t forget to study your cost per square foot when deciding on which product to carry. Every product must earn its place on your shelf as space is at a premium. Core products—the best-sellers for your store—should take up a bulk of your space. While core inventory might mirror the national best-sellers list, it might also differ substantially. Run frequent sales reports to determine your store’s best-sellers and try diligently to keep these products in stock.

Make sure you distinguish and stock your core products, but at the same time, don’t be afraid to try something new. Consider products beyond the Christian market to differentiate your store and compete with the chain stores. This may take some investigating! Stay on top of current trends by reading Christian Retailing and other industry publications while also familiarizing yourself with top-seller lists on websites, including amazon.com. I really enjoy walking around the local Barnes & Noble store and observing the displays and products in the children’s department. Not only do I often see great product I would have missed out on if I hadn’t visited that store, but also I become cognizant of market trends and get great ideas for displays. Learn from other stores, and always be on the hunt for new products and ideas.

Finally, when considering new products to add to your inventory, chat with your customers and ask them what selection they would like to see. If you feel you need more input, consider a panel of children’s product advisers that is made up of the demographic you want to target. One of the best ways to find out what products I might be missing is by asking a customer who is leaving your store empty handed. Oftentimes that customer will tell you she didn’t find what she was looking for in your store. If you repeatedly hear that your customer is looking for a certain type of product or a particular title, seriously consider carrying it! As retailers, we often think we know what will sell in our stores, but until we really get to know our customers and their needs, we might be buying the wrong merchandise altogether. Frequently remind yourself, “It isn’t about what I personally like.” Give the customer what she wants, not just what you want to give her.

H-Have adequate space and change your displays. Dedicating adequate space to your children’s department is fundamental. A few bookshelves tucked away in a corner will not lead to a thriving department. One must make sure the space is inviting and spacious enough for families to browse together. Walk through your space with a critical eye. Is the space safe for young children? Can a mom or dad get a stroller through the aisles? Do you have activities to engage small children while their parents shop? No matter the size of your store a children’s department needs its own dedicated space with adequate fixtures. Children’s products are often not standard in size, so good fixtures with adjustable shelving is paramount. A book table to showcase new titles and seasonal books is helpful and keeps your department looking fresh.

Changing the look of your children’s area will keep customers engaged and enthusiastic to shop. Displays should change frequently. The easiest way to accomplish this is by creating seasonal displays. While some seasons require a simple table of books with a theme such as “Back to School,” it’s best to go all out for other seasons. For Christmas, nothing is more inviting to a child then colored lights and snowflakes dangling from the ceiling over a table of Christmas books. It doesn’t have to cost a lot of money to spice up a display. Simple paper hearts for Valentine’s Day or small flags from the dollar store for the Fourth of July are easy to incorporate and set the tone for the season. I like to pass the task of displays on to my younger staff members whose creative juices are flowing. They get to take pride and ownership in their displays, which look wonderful, and I get to focus on more significant tasks.

I-Instill organization. Organizing your children’s department is a dilemma that every store faces. The task of organization can be tricky, as currently there is no industry standard on how children’s books are categorized. You will have to determine which approach best suits your store and your customer.

There are three ways that most stores organize their children’s department. Generally they opt to organize by:

1. Category or type of book, such as Bibles, storybooks and board books
2. Age group, such as 0-3, 4-7 and 8-12 years old
3. Author, which is typically alphabetical by last name

I prefer to start with age group, then category, then author. But whichever method you choose, be consistent, train your employees who stock your shelves and post clear signage so your customers understand your method of organization and don’t have to search to find particular products.

L-Learn from your mistakes. While we can do our best to choose the perfect products and display them appropriately, sometimes a product is a bust. As retailers, it is difficult to admit that sometimes our judgement just didn’t cut it. Sometimes managers feel pressure from a sales rep to carry a certain book or bring in too many copies of a certain item. No matter why it happened—and we can’t blame the sales reps—take it as a lesson learned. If possible, return to the publisher product that doesn’t sell. If an item cannot be returned for credit, mark it down or put it on clearance. Dead product is a waste of space and will make your department look out-of-date. Cut your losses, learn from your mistake and move on!

D-Develop events and promotions. Hosting a successful children’s event can sound daunting, but it doesn’t have to be. Some of the simplest events can be the most influential and successful.

First determine the goal of the event. Do you want to bring in new customers, thank your current customers or promote a certain product or author? Have a firm grasp on the purpose of your event, set goals and measure the event’s level of success.

An event to bring in new customers might include a coupon or giveaway. I like to host an annual Children’s Sale during the month of June. The event is simple to set up, brings in customers, boosts sluggish summer sales and clears out old merchandise. Not only do my current customers come to expect this yearly event, but also word-of-mouth draws new customers!

How about thanking or engaging your current customers with something as simple as doughnuts and juice or even a gift with purchase? The gifts with purchase can be simple and cost effective. Check with sales reps to see if they can help you with getting free or affordable giveaways. Thanking your customers deepens your relationship with them. These days customers have more choices than ever on where to shop, and we must never take them for granted and assume that they’ll keep shopping with your store.

Events that promote a certain author or product might be a book signing or a theme party. A Christmas open house complete with cookies, making an ornament and reading a Christmas storybook might be a great way to kick off the Christmas season and boost your end-of-year sales! A special event creates synergy and can really boost sales during the holidays, but also especially during slow times of the year.

When planning an event or promotion, consider the season of year, the day and the time of your event. What might be best for you and your store might not be a good time for your customers. Many young families have T-ball games or birthday parties Saturday mornings, so another time might be more successful. Informally poll your staff and customers to find out what times might work well in your community.

Finally, every event needs a budget. Events don’t have to be large to have a big impact. Consider partnering with a local children’s ministry or charity to share costs or approach a vendor or sponsor to help cover some costs. The good news is some of the most successful events I have seen were simple, low-cost events, so don’t hold back. Build your children’s department for the growth and enjoyment of your youngest customers!

Kelly Graham Flores is passionate about getting quality and meaningful Christian books and products into her community. With a master’s in education and more than 15 years in retail, she serves as buyer and manager for Prestonwood Bookstore in North Texas. She is also enjoying her new role as mom to twin boys, Zachary and Jacob. Connect with her at kellygrahamflores.com.

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