Meeting retail customer needs with meaningful products

A promise, by definition, is a reason to expect something. Promise is such an interesting word to pair with gifts, as generally gifts are most fun to receive when they are unexpected. However, it is completely fair to expect gifts to be an important part of your daily cash-register totals when stocking wisely for your guests. It is our job as wholesalers and retailers to have just the right gift ready for purchase at just the right time, for that heartwarming moment that fulfills both giver and receiver.

Sounds simple enough, right? We all know better. The process from the product’s concept all the way to retail and the various stages in between—design, redesign, prototype, re-prototype, manufacturing and marketing—is quite tedious, and there are even more steps not listed. But it’s also very rewarding, in both a business and personal sense, to offer a substantial, well-displayed variety of both traditional and trendy gift items that fill real needs in the lives of the guests who visit your store.

CREATING CONNECTIONS

Every person enters a Christian retail store with a need. Some may not yet be Christians, still seeking the truth; some may be new believers with a sponge-like thirst for knowledge of Jesus Christ; some may be lifelong Christians looking for one of their favorite items to share with a friend; while others may be pastors with heads full of scriptures they are ready to share on the spot. All of the guests who enter your store represent different levels of need, and gifts can help bridge the gap.

By aligning a blend of trendy and traditional with messages that target all on the seeker spectrum, the store environment is ripe for meeting guests’ needs and coming alongside them in their walk of faith. It’s no secret in the gift world; the more connected the customer is with the product, the better chance the product has of making it to the register. Gift items with visuals or words that touch a person deeply by soothing a need, those that make a customer smile in thought of a special person and even those that make a shopper laugh loudly become a must-have purchase.

As wholesalers, we hear many stories about the impact our gift products have on guests in stores, and we hear them from the retailers who witness firsthand the emotions tied to gifts. This is why it is so important to have a healthy product assortment in your gift department for different occasions, trends and stages of belief.

Gifts are a complex business; just ask any giftware wholesaler. Creating gifts for categories in great need of support is not an easy task. The gift business is just as complex for retailers too.

Gifts are a tangible way to show love and care for friends and family. They come in many price points and for almost all occasions, and have nice margins at the cash register. Retailers who support a substantial gift department understand the need to offer an array of products from multiple suppliers.

There are categories that should be represented in every store, regardless of the size of the store’s gift department. Baby, wedding/anniversary and bereavement are very important. There are many other occasions that warrant attention, especially religious ones such as Easter, Confirmation and Communion, as well as Christmas items that emphasize the birth of Christ. To round out your gift offering, consider also Mother’s and Father’s Days, graduation, friendship and plenty of “everyday” gifts that express Thinking of You or Praying for You thoughts, as well as gifts with scripture and inspirational verses, the Serenity Prayer and the “Footprints” poem.

WELCOMING CUSTOMERS

This is where it becomes complex. Not only are there many gift categories to consider, but within each category, there are countless types of items and price points from which to choose. And for each type of gift within a category, there are hundreds of available designs.

Let’s start with trendy vs. traditional gifts. Trendy is such a fun word that makes you think all super cool and hip just reading it, right? Don’t we all want to be in style? Well, it’s not for everyone. Creating a gift environment that encourages traditionally minded shoppers to continue to browse, while still enticing your fashion-forward guests with new and exciting items is a delicate balance.

What is traditional? There are items our industry’s stores are known to have available every day of the week. Religious art such as The Head of Christ, the Last Supper and the ever-faithful Guardian Angel are just a few. There are also traditional landscapes and florals, paired with familiar scripture verses. Whether in frames or on plaques, these are timeless items and images that are always relatable and reassuring, regardless of generation gaps and personal style.

Other traditional must-have items include simple wood and metal crosses, angel figurines, leather and cloth Bible covers and everyday jewelry. There are many smaller items such as bookmarks and key chains with recognizable images and verses that have been loved for years.

Then we have some of the more modern items that are cutting edge in trend and message. One style that remains strong in the marketplace is the rustic or vintage handmade/hand-painted feel. For one of its newest collections entering the market this fall, Dicksons coupled the vintage look with fresh messages such as, “Do what makes God smile,” and “Grace isn’t a little prayer you say before receiving a meal; it’s a way to live.”

Another new line of tabletop plaques combines popular sayings with a related scripture verse. For example; one plaque says in large bold letters, “Today I choose happy.” Underlining the phrase in small word art is Psalm 118:24, which says, “This is the day which the Lord has made; we will rejoice and be glad in it.”

Word figurines and all kinds of word art are currently desirable among many Christian retail customers.

And don’t forget to inject some humorous product into the mix. These are a wonderful way to engage and connect with the customer. For example, Dicksons recently introduced a line of “Everlaughing Life” magnets and bookmarks with rib-tickling Christian-theme cartoons from popular cartoonist Jonny Hawkins.

In the area of jewelry, silver-plated and sterling silver have long been popular, and gold is making a comeback. Earrings, bracelets and rings are more frequently seen, along with traditional pendant necklaces.

Wall décor, particularly plaques, remains an important category, with many designs that appeal to the style-conscious shopper, including brightly colored abstracts, image and text art combinations, and of course, all things vintage.

In addition to considering styles and trends, plan on a variety of prices to fit every customer’s budget. Larger wall décor pieces offer something for the customer who wants to give a substantial item for a special event or person, or self-purchase them. The majority of gift items for everyday purchasing are moderately priced from $25 to $50 with impulse items under $25 lending themselves to add-on gifts or impulse purchases.

How should gift selections best be displayed? Plan to dedicate some space for merchandising in a well-lit, easy-to-shop area that allows your shopper room to interact with the product while still having personal space when multiple guests are present. When focus is permissible in the shopping environment, the rate of salability for gifts and jewelry increases when a guest is able to touch an item and fall in love with it.

And don’t forget to load up your checkout area with low-dollar impulse items. Who hasn’t bought a pack of gum or candy bar while waiting to check out at the grocery store?

Retailers who would like some help getting started with building or expanding their gift department can call their suppliers and get a list of their best-sellers. Suppliers’ sales representatives also can provide a wealth of information and are willing to come in and offer their expertise.

One final thought on the promise of Christian gifts: We do have reason to expect something from that promise because of the promises of God. Gifts that are laced with God’s promises that His grace is sufficient for us (2 Cor. 12:9), our needs will always be met (Phil. 4:19) and that believers have standing reservations in heaven, thanks to Jesus (John 10:28), are not available everywhere, setting Christian retail stores apart while providing a nurturing environment for the seeds of the faith to grow. What a wonderful way to assist in the continuation of God’s kingdom!

Stephanie Flinn is vice president of product development at Dicksons Inc. in Seymour, Indiana. Her 16-year career with Dicksons has afforded her the opportunity to work in many positions, including customer service, key account sales and marketing management.

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