The Arts & Crafts business has undergone significant changes in the last few years. The growth of e-commerce and the COVID-19 pandemic has caused a permanent shift in consumer buying behavior, resulting in a rapid surge in online shopping that is unlikely to reverse.
The industry must prepare for this generational shift in the craft. But for many retailers, it’s a struggle, and it’s far from being over. Indeed, the industry has struggled to adapt to these new trends and attract younger customers. Arts and Craft retailers need to keep customers engaged, perhaps by creating online communities with videos, tutorials, and social aspects. So, it’s crucial to start adapting their strategy to be more Millennial-focused. How can brands use these new crafting trends to drive more sales?
Here are a few best practices for arts and crafts retailers to maximize their arts and crafts business sales.
1. Create an engaging environment.
Your store should be a place where customers feel comfortable, whether it’s through music, lighting, decoration, or scent. Using soft, warm lighting in your physical space or your website images can help activate shoppers’ desires and lead to impulse spending. Choose a signature scent for your space if you have a brick-and-mortar business. Using the same scent throughout the store (and even on brochures and postcards!) can increase sales. You’ll make a subconscious connection with your customer and help them remember your business better.
2. In-store events
If you want to foster store loyalty, the surest way is to host in-store events for your clientele. That could mean art contests, art and craft classes, or other events such as hosting on social media and art shows. Get your clientele to your store with an event, and they will go shopping.
You can also team up for a special event or community deal with your fellow local businesses and boutiques.
3. Build a robust omnichannel strategy
Currently, most arts and crafts retailing sales are still made in brick-and-mortar retailers. However, online retailers are growing rapidly, most likely due to Millennials, who know exactly what they are looking for and prefer to buy it online. To survive, arts and crafts retailers must integrate online and offline strategies to provide a seamless experience for their customers.
4. Use mobile geo-targeting to increase foot traffic.
The targeted ads and mobile marketing are key components of retailers’ strategies. It’s very easy to create ad campaigns based on the many locations an individual visits with today’s technology. Arts and Crafts retailers offer geo-targeted mobile ads that create foot traffic for stores that need quality traffic and increased sales.
5. Implement up-selling and cross-selling campaigns
As retailers strive to boost sales, an insight-driven approach can tremendously increase their chances of success. If your brand has developed an App, you have a golden opportunity to boost revenue and improve customer experience. Indeed, you can access a unique analysis and understanding of the offline behaviors of your customers and track performance trends.
This data will be extremely valuable when implementing your cross-selling and up-selling strategies. Most arts and crafts retailers don’t stick to one craft but practice several crafting hobbies. This gives arts and crafts stores a multitude of opportunities to target and attract an audience willing to spend what it takes to cultivate their creativity. As the holiday season approaches, opting for a drive-to-store campaign could make your brand the first retailer to visit during Christmas shopping. A winning product mix will help you win more sales. Stay on top of your inventory to make sure you’re stocking the right products at the right time.
6. Craft your message carefully.
To sell more art, you need to be able to speak clearly and powerfully about your brand. You need to prepare your sales pitch ahead of time. Write your story, then make it concise, highlighting the most interesting facts. Use this time to identify your customer’s needs and craft your message to touch them emotionally. Communicate value in your marketing materials, signage, displays, and verbal communications. People won’t buy unattractive products, so strong in-store visuals are essential.
7. Adopt a smart shipping strategy
You can either offer free shipping for any purchase or have a minimum purchase requirement. You can cover half of the shipping cost and have the customer pay the other half. The customer feels like they are getting a good deal. Click-and-collect has been around for some time, but COVID-19 has accelerated its adoption. Offering this service will help increase traffic and sales in the store.
8. Offer your expertise.
As consumers, we like to hear from people more knowledgeable than we are. It also helps us clarify or confirm any concerns we have about a product. But this is something you can only really get by buying locally and in person. Customers like to know what makes your products special. Avoid vague descriptions like “the best,” “the most,” and “high quality.” Instead, highlight specific, interesting, and valuable aspects.
If you can provide added value by offering expert help to people browsing your store, you’re more likely to convert them into buyers and less likely to lose them to the online competition. Hire and develop employees who can deliver an exceptional customer experience.
9. Offer promotions and loyalty program
As a crafting retailer, consider creating a loyalty program that rewards frequent purchases and encourages shoppers to recommend your brand to their friends and family. Developing a promotional strategy for your craft business is essential if you want it to succeed. One way to improve sales at a craft show is to offer a special deal that customers can’t get at your online store or elsewhere. You can offer a limited one-day offer, a free item with a minimum purchase, a percentage off, a giveaway, or a buy one, get one free offer.
10. Choose the perfect solution for arts & crafts chain stores.
Choose the right solution for your arts & crafts chain stores and take control of your craft business from one platform. There are several advantages to using a point-of-sale (POS) system in a craft store. Some of the most common benefits include more accurate inventory tracking, a faster checkout process, better employee management, and access to better check-in and reporting procedures.
ChainDrive Retail management software puts all your key information, staff & customers in one place and enhances your clay, pottery, ceramic and other arts & crafts studios.
Running an arts and crafts business can be more challenging than other retail businesses. Still, with tenacity and the tips above, hopefully, you’ll be selling out of inventory in no time. If you are starting an arts & crafts business or already managing one, consider a retail software solution to help you with the nuts and bolts.
ChainDrive All-In-One Craft Store POS scale up your business with a single unified platform and provide better insights to grow your chain stores. To customize your order, Request a free demo.
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