Craft Focus - Feb/Mar 2020 (Issue 77)

115 ASK THE EXPERTS If you have a question for our experts, email us at editor@craftfocus.com or tweet us @craftfocus How can I use social media to benefit my retail business? Social media is becoming a vital component for any craft retailer. The world is a noisy place, so you need to be seen and heard or you could easily be forgotten. There are many different ways in which you can use this resource, but as a starting point I suggest you create accounts for all platforms. Consistency is key, so try to use the same name across each service. If you’re unsure, start with Instagram and Facebook, which have cross-platform functionality, which means building both is as easy as creating one. Both sites are great tools for attracting new customers and retaining existing ones, and there are several ways to build engagement including product demonstrations, promotions, customer service and customer reviews. All of these can be achieved using still images or videos. STEPHANIE CARSWELL Stephanie is director of Hawthorn Handmade. Since 2013, she has launched a highly successful series of felting kits, putting a contemporary spin on traditional techniques. hawthornhandmade.com What questions should I be asking exhibitors at a trade show? If you’re visiting for the first time, or don’t feel you got the most out of the last event you attended, there are a few questions you can ask before making an informed buying decision: What makes your products stand out from your competitors? Sometimes these details won’t be immediately obvious, so be sure to ask what’s different about the product or brand. There may be a higher quality component that makes it longer lasting than a cheaper competitor, or the packaging may be more eco-friendly than other options. These little details can make a big difference for your customers so it’s worthwhile delving deeper. What are your lead times? If you’re talking to a small company there may be a longer lead time after a busy show, so it’s good to be prepared to wait a little longer to get the products you want, as well as supporting a smaller business. Equally, a bigger supplier may be able to get something out to you the next day, which can be handy at busy times! What is your minimum order, carriage paid amount and pack size? It’s often worthwhile upping your order to reach the carriage paid level to get free shipping, so be sure to ask. Minimum orders may be monetary or by quantity and, along with pack sizes, could affect the type of order you place, so be sure to get your head around the options. What are your bestsellers? Let the brand do some of the hard work for you and find out which products will fly off the shelves. NATASHA NECATI Business development director, Crafty Arts Natasha is business development director at Crafty Arts, a multi-channel retailer supplying products to hobbyists around the world. craftyarts.co.uk How can I use stationery to boost sales in my craft shop? Boutique stationery has become popular in recent years and is an ideal trend for craft retailers to capitalise on. Consumers are willing to spend more on brands that are stylishly designed and of premium quality. Rhodia is a good example of this. The label has grown considerably in recent years to meet the needs of shoppers. The collection includes notebooks, such as the on-trend Goalbook, which supports the journalling trend. There’s also flip-over, head- stapled card, hardbound leatherette and soft, tactile leatherette notebooks. In addition, the range features premium ball point pens, mechanical pencils, cases and desktop accessories. These encourage consumers to coordinate their stationery and home offices, bringing customers back for repeat purchases. The rise of the mobile worker has further fuelled this trend, with consumers wanting to portray a professional image while on the go. We’re finding that the digital age means people are buying less, but better-quality items, which is good news for retailers, with a promise of increased margins. CLEMENT ROUILLARD Clement is marketing manager at ExaClair, the UK supplier of Exacompta, Clairefontaine, Iderama, Rhodia and other brands. exaclairlimited.com