Kids Today event highlights power of change
By Gerri Hunt -- Furniture Today, July 2, 2007
Bonita Springs, Fla. — "The blog is the future of business. It's free, it takes up a limited amount of time, it positions you as an expert, and drives traffic to your site."
That is how veteran retailer and author Rick Segel kicked off The Power of Change, the seventh annual Kids Today conference held here this month. The event, which targeted the juvenile products industry, brought in nearly 100 attendees. Retailers outnumbered manufacturers for the first time, 60 to 40.
Segel stressed the importance of independent retailers starting blogs, or journals posted on a Web site. Retailers can write about their company, new products, what to look for in buying products, or store events. It's a way for consumers to get to know and trust the retailer.
He also said retailers can differentiate themselves in the crowded marketplace in several ways:
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Be first to develop a niche. For example, rather than operating yet another bridal store, Segel transformed a store into a mother-of-the-bride dress shop.
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Own an attribute. People hear Volvo and think safety. What do they think when they hear the name of your store?
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Own a word or phrase. Think up a motto, such as Nike's "Just Do It."
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Receive or create awards.
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Use endorsements. Profile your best customers in your ads. Frame two copies — one for the customer, and one to hang in your store.
Speaker Jacquelyn White, online marketing manager of RBInteractive, the digital arm of Furniture/Today's parent company, Reed Business Information, said the Internet can be used to more efficiently connect with customers through e-marketing, blogs and online advertising.
Home accents industry veteran Randy Eller, another speaker, agreed that independent retailers "are tailor-made for (online) galleries and photo journals." He said small stores can thrive in the face of competition, especially from big box retailers.
"In the last 30 years, the story in this industry has always been the imminent demise of the independent retailer at the hands of the big boys," said Eller. But he pointed out the recent financial woes of Pier 1 Imports and The Bombay Company.
"This is not an anomaly," he said. "This is the norm. When you decide your business model is based on price, you're in a race to the bottom."
Eller said consumers come to independent stores "for the experience of shopping." He said independent retailers should imagine customers coming into their stores holding up a sign that says, "I'm willing to pay more, you just have to show me why I should."
Keynote speaker Rebecca Maddox of sales consulting firm Maddox Smye focused on effectively selling to women. She said her research shows that 70% of women are online.
"Everyone needs a Web site. Women don't go shopping anymore without looking online," said Maddox. "We see the Internet as we see a microwave. It's a utility ... we can look up a vacation or buy flowers."
Maddox said women are online for four reasons: E-mailing friends, research, shopping and conducting transactions. She urged the audience to figure out how to become a part of that.
Segel suggested e-mail marketing in the form of a short, useful messages or quotes, news items, information about a special or low-priced item, or a joke or cartoon.
Kim Crouchet of Lafayette, La., retailer Pippin McGee, who was attending the event for third time with her husband, Robert, said she picked up new ideas about Web sites and blogs.
"I've got pages and pages of notes to tackle," she said. "I've got homework for the next six months."
Tom Liddell, senior vice president, national sales for importer Powell Co., said the conference's focus on change was important.
"Retailers need to adapt and change with the times," he said. "They shouldn't say, 'We tried that before and it didn't work.' They need to grasp technology. That's what they need to do to compete and survive."
The conference was sponsored by Halo Innovations, Ragazzi Fine Furniture, Z Generation by Zocalo, Levels of Discovery, Oopsy Daisy Fine Art for Kids, Powell Co., All Baby & Child/ABC Kids Expo, Young America, Whisper Soft Mills, Rosie NYC and Sparkle.
