Craft Focus - Feb/Mar (Issue 65)

ask the experts Leading industry figures help with your retailing and crafting dilemmas PAUL SMITH Director, Hantex hantex.co.uk Paul is a joint founder at Hantex, and has a background in business systems within the wholesale distribution industry. He studied for a degree in software engineering in the early 1990s and is currently training to row the Atlantic. “I own a small craft shop with a very basic website. I would like to extend our presence and begin selling our products online but have no idea where to start – what do I need to consider before I begin?” Expanding your business online is a great way to maximise sales. Listing all your products may seem like a huge task, but like most problems, it’s not so bad if you break it into bitesize chunks. Even before you go live with your ecommerce website, there are things you can do to prepare. Start with a spreadsheet and list each item with a product code, description, category and selling price. If the number of pieces seems daunting, start with key must- haves and bestselling lines. Most good ecommerce packages will allow you to import your products from a spreadsheet, so this is a sensible place to start. Ask your suppliers to provide shots of their products. At Hantex, we have an image library available to our customers for use on their websites. Follow three basic rules for best results. Firstly, ensure each picture is a true representation. Someone ordering a floral fabric with lavender petals will not expect it to be blue. If they get what they ordered they will come back. Where possible, keep backgrounds white and finally, avoid scaling up images as this can produce a pixelated or fuzzy appearance. You will need to choose between an ecommerce package that can be managed online via your browser, or one that is desktop- based. The former has an advantage in that it can be managed from anywhere. Of course, this is just a starting point; once you’re up and running you can begin to work on the finer details, such as search engine optimisation and the goal of appearing on the first page of google. CLAIRE HAMER Trade sales manager, Hunkydory Crafts hunkydorycrafts.co.uk Claire is a well-known presence in the crafting world, and has worked with many independent and larger retailers over the years. Her wealth of knowledge is perfectly complemented by her passion for papercraft, and she can still be found making cards in her spare time. “I want to stock papercraft supplies in my shop but I don’t know where to begin. Can you talk me through the basic areas I need to cover?” Knowing what to stock can seem like a minefield, but once you break it down into a few key areas it becomes more manageable. Make sure you cover the basics with a good selection of adhesives, scissors, trimmers, card blanks and card stock. All papercrafters need these items. From there, look at stocking a selection of cardmaking kits, toppers, decoupage sets and paper pads. These allow your customers to start making cards and projects without a huge investment. Keep this selection current and buy ranges based on up-coming occasions and seasonality. Your next step depends on your clientele – find out what they are interested in. Two of the most popular categories are stamping and die-cutting. In the former area, many crafters now use clear stamps and there is a wide selection available. Stock the necessary upsells such as inks, acrylic blocks, colouring pens, pencils and stamping card. If your customers already have die- cutting equipment, make sure you provide the latest dies, too. Identify suppliers who can cover more than one area so there is less administration and you are more likely to make minimum order levels, especially when you reorder. Look for companies that can offer advice and additional support as this will help you get the most out of your investment. ask the experts craft focus 125