Craft Industry Today Winter 2014

WINTER 2014

Retail Survival

Wendy and Scott Remmers of Brea Bead Works offer an exceptional mix of products and special events to keep their store growing.

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s

contents

Winter 2014

16 Six Steps to a WhizBang Staff!

Retail Expert Bob Negen offers advice

In Every Issue

for hiring superstars

20 Time to Stop Working IN

Your Store and Start Working ON Your Store

Kizer & Bender discuss the best ways to delegate, and how to use the new found time for fun and profit

22

33

E-commerce Made Simple

Tips to take the mystery out of selling online

Meet the CHA 2014 Experts

4 The Buzz

14 Trend Report

Expert advice on setting business goals and measuring ROI

Chevron is the New Black

24 New Products

6 Industry News

The MEGA SHOW, 28 Do-It-Yourself CHA’s new board Moroccan Tile members, upcoming Mirror by Erica CHA events Domesek

10 Chit Chat

Pearls of retail wisdom from Brea Beads

:

14

24

29 Index of Advertisers 32 Creativity is Our Business Designer Directory

Cover photo by Orlando Deral Studio

Winter 2014 Volume 3 No. 1

Craft

Industry THE CRAFT & HOBBY ASSOCIATION MAGAZINE

Editorial Keri Cunningham kcunningham@craftandhobby.org Jason Baum jbaum@craftandhobby.org Andria LaJeunesse andria@craftandhobby.org Catherine Martell cmartell@craftandhobby.org

Advertising Tim Braden tbraden@fwpi.com Darlene Roberts darlene@fwpi.com

520

Publisher

The Craft & Hobby Association 319 East 54th St. Elmwood Park, NJ 07407 201-835-1200 Fax: 201-797-0657 craftandhobby.org CRE8TIME.org

Craft Industry Today is published quarterly for members of the Craft & Hobby Association (CHA). CHA is an international not-for-profit trade association consisting of thousands of member companies engaged in the design, manufacture, distribution, and retail sales of craft products worldwide. For more about CHA, the value of membership, or its award-winning Conference & Trade Show, please visit craftandhobby.org.

Additional copies are available upon request pending availability. To order, contact CHA at 201-835-1207.

Fahy-Williams Publishing PO Box 1080, 171 Reed St. Geneva, NY 14456 800-344-0559 Fax: 315-789-4263 fwpi.com Craft Industry Today is distributed to CHA members on a complimentary basis. Subscription fee for non-CHA members is $25 a year.

Copyright © 2014 The Craft & Hobby Association. The contents of this publication may not be reproduced, in whole or in part, without the prior written consent of the publisher.

Craft Industry

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by Joe Rotella

The Buzz Is It Worth It?

A successful business is hard work. It requires sustained, continuous effort. Many entrepreneurs feel there is too much to do, across too many areas, and simply not enough time in the day to get it all done. Many work hard – but do they work smart? Look at what you do. How do you know the resources you’re investing in a task are worth it? Do you calculate the return on your investment (ROI)?

The Investments

The word “investment” immediately brings money to mind, but you probably invest much more than money in your business. Time, energy, physical space and virtual space are all investments.

When you merchandise product, you’re investing counter, floor or shelf space.

When you store product you’re investing storage

space. When you decide the content for the front page of your website, you’re investing virtual space.

The Returns

Just as there are several types of investments, there are also several types of returns. Of course, the goal of every business is to make money. But there is more than financial profits. Your business can yield customer profits, employee profits and community profits, too.

Financial Profits: In a nutshell, this is the money remaining after you pay all of your expenses. And those expenses should include your salary. If you work, you should get paid.

And you should get paid in dollars – not in product. Giving your talents for free is not an

investment in the business. You worked for it. You earned it. Be sure to give yourself a salary.

Customer Profits: This is all the ways customers benefit from your business – finding products they want, enabling them to be creative, letting them connect with other like-minded people, and enriching their lives. It’s tough to measure, but it does have value (and it can indirectly lead to sales).

Employee Profits: Your employees can benefit from your business by having a satisfying job, a living wage, benefits (if you’re a larger employer) and by sharing their passion for the craft and hobby industry.

Community Profits: Your community profits when your business donates to local groups and charities, the way you enhance local pride and when you pay your fair share of taxes.

Setting Goals and Measuring Success

You should always keep the big picture goal of profit in mind when you’re working on your business, but it is also important to keep the smaller measures in mind. At a micro-level, measure the success of your efforts against your goals. Every project you invest

in, from organizing a class, to your website, to merchandising product should have measurable goals.

Don’t invest any resource in an effort without first having a clear understanding of what you want to get out of that effort. If you can’t figure out why you’re thinking of doing something, it’s probably something you can drop from your to-do list.

Document your goals before you start a project, so you can go back and evaluate how well you achieved them after the project is complete.

The Bottom Line

When you’re up to your neck in alligators, it’s difficult to remember that your intent was to drain the pool. Take time to step out of your business and work on your business. Set goals that make your business unique and rewarding, as well as profitable. Look at where you are investing and ask yourself “Is it worth it?”

The CTO of Delphia Consulting, Joe serves as CHA’s Web Optimization Expert. He recently launched CraftSuite, the integrated website platform for the craft and hobby industry. Also a passionate paper crafter, Joe has his own line of chipboard through Want2Scrap. Catch his seminar presentations at the CHA 2014 MEGA Show – www.craftand hobby.org/chashow.

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Craft Industry

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Industry News The 2014 Craft & Hobby MEGA Show January 10 – 14* at the Anaheim Convention Center

The MEGA Show has been redefined, recreated and renewed. It’s an invaluable tool to take your business from great to amazing. Visit www.craftandhobby.org/chashow for more information. * Education begins January 10, Marketplace opens January 11

Be Inspiring with the Banners Of Hope Charity Project

Banners of Hope are small fabric-based banners with inspirational messages. They are displayed in hospitals, shelters and charity locations. These banners greet members of the public in times of challenge. At the CHA MEGA Show, the Fabric Arts Council will have a booth (#1654) where you can check out the CHA Designers Banner of Hope display and create

your own banner in their Construction Zone. Learn how to use the Banner of Hope project in your area to bring inspiration to your community, and encourage the use of fabric in your customers’ craft projects.

Banners made at the MEGA Show will be donated to Charity Wings, an inspiring place for people of all ages to gather, give back and create.

M

Visit Our Advertisers’ Booths

Clover Needlecraft Booth #2571 See ad on page 34 Crafty Cat Booth #745 See ad on page 27

Crorey Creations Inc

Booth #944

See ad on page 9

Order any two

different Choose Friendship products and receive Free Freight.

Ellison/Sizzix

Booth #633

See ad on page 36 Please come by for our Show Specials!

Fox Chapel Publishing/

Design Originals

Booth #1208

See ad on page 2 Get 5% OFF your entire show order! Buy 12 of the same title, get the 13th FREE. FREE FREIGHT on orders prepaid by credit card. Offers expire 01/27/14. Use promo code DOMS14 when ordering.

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Faber Castell

Booth #2609

See ad on page 12 FC770131Art Grip Color Pencils 6ct RED, FC770130 Art Grip Color Pencils 6ct YELLOW, FC770132 Art Grip Color Pencils 6ct GREEN, FC770133 Art Grip Color Pencils 6ct BLUE, FC770134 Art Grip Color Pencils 6ct NEUTRAL, FC770315 PENCIL ROLL-UP GWP, 12ct Textural Accents ii PDQ, 12ct Essential Textural Accents PDQ – 10% discount. Gelatos Double Scoop PDQ – 10% discount. Free shipping on any order placed at the show.

Hemptique Trade Marker Int’l Booth #1662 See ad on page 33 “No Minimums”

Jack Dempsey

Needle Art

Booth #2681

See ad on page 33 Come see us and ask about our Show Special – 5% off all orders placed at the show.

Y

Lawn Fawn

Booth #2742

See ad on page 27

5% off all orders, 8% off orders over $300, and 10% off orders over $500.

Mode Beads

Booth #753

See ad on page 11 Place an order for Czech Seed Beads by the Kilo and receive a 25% discount.

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Ranger Industries Booth #621 See ad on page 25

Technique Tuesday

Booth #2353

See ad on page 30 For Show Specials visit booth #2353.

Wikki Stix Booth #2551 See ad on page 7 Come to booth #2551 for our Showbuster Specials!

(continued on page 8)

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Craft Industry

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Industry News Introducing the 2014 CHA Board of Directors

Maureen Ruth, Board Chair Creative Marketing Solutions

David Murray, Vice Chair Ellison

Chuck McGonigle, Secretary Artissimo

Nora Abousteit Kollabora

Judi Atkinson A Great Notion Sewing Supply

Jessica Goursolas The Creative Network

Mark Hill The Thomas Kinkade Company

Sarah Hodsdon Sarah-n-dipitous Designs

Roseann Kermes Rosebud’s Cottage

Philo Pappas Michaels Stores

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Sara Davies Crafter’s Companion Limited

Chris DiTullio Jo-Ann Stores Inc.

Tony Sheridan Create and Craft

Jim Thielen H.A. Kidd

CHA Pavilion at NAMTA’s Art Materials World April 30 – May 2, 2014

NAMTA’s Art Materials World 2014 is the only trade show dedicated exclusively to art supplies! It is an unparalleled opportunity to connect with serious art materials buyers and expand your company’s reach in the fine art and creative materials industry.

CHA will have a pavilion on the show floor during Art Materials World. For more information contact Nadine Schwartz, Director of Sales, at nschwartz@craftandhobby.org or call 201-835-1200.

Events Coming Up The CHA Creative Retailer Retreats Paper Arts Show July 29 – 31, 2014 at the Hilton Atlanta in Atlanta, GA

A one-of-a-kind wholesale buying event – primary attendees will be pre-qualified retail buyers. Includes an education all-day, hands-on workshop extravaganza. Contact Nadine Schwartz at nschwartz@craftandhobby.org for more details.

CHA is excited to announce the Creative Retailer Retreats – our first ever events designed to bring the education experience closer to our members. These retreats are focused entirely on teaching business skills through intensive presentations, hands-on techniques through workshops and providing networking opportunities to retailers in our creative community.

The Creative Retailer Retreats will be held: April 28 – 30: David L. Lawrence Convention Center, Pittsburgh, PA September 16 – 18: Sheraton Dallas Hotel, Dallas, TX October 8 – 10: Mall of America, Bloomington, MN For more information contact education@craftandhobby.org.

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Chit Chat

Pearls of Wisdom

Scott Remmers of Brea Bead Works offers advice about succeeding in a changing retail atmosphere.

by Jennafer Martin photos by Orlando Deral Studio

I

In sunny Southern California, an inspiring store called Brea Bead Works began in 2002 as the dream of Wendy and Scott Remmers. Despite a retail landscape that has changed dramatically since its opening, Brea Bead Works has continued to thrive.

Here, Scott Remmers strings together their path to success and shares tips for retailers to stay successful in changing times.

How did you get started?

Like many bead store owners, the business started because we had a love for beads and jewelry making. Although we knew it wouldn’t necessarily bring us huge financial success, we were hopeful that

it would give us the opportunity to work together and be self-employed, as well as showcase Wendy’s jewelry line, the Wendy Scott Collection.

What are some of the first steps Brea Bead Works took to ensure profitability in its early years?

Before we committed to this dream of opening a store, we did a lot of homework and research. As an avid beader, Wendy regularly visited dozens of bead stores to shop, but we started visiting these stores with an eye towards gaining retail operations information: inventory levels and selection,

ideal store size and location, etc. We knew that we couldn’t open a store just because we loved beads, that we’d only have a chance of success if we had customers who wanted our products and services. So we did enough research until we were convinced that we had a viable idea and then dedicated much time to drawing up a precise business plan.

In the first three years, Wendy operated the store while I worked a corporate marketing job. We knew that we had to start off slow and increase our inventory as we grew. In the first three years, all profits were reinvested in the store so we could keep up with

the growth. When I say “all,” I mean every penny went back into the business. We gratefully saw double-digit growth over the first three years and, because of this, I was able to leave my corporate position to give Wendy more support.

We believe that our conservative business strategy, along with our ability to change and adapt with the ever-changing retail world, helped us get to where we are today.

How have you used educational efforts to help Brea Bead Works grow?

Wendy and I always knew education would be an important part of our business,

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Opposite page: The shop offers a large selection of quality beads from around the world: Czech glass beads, Bali-style silver, pewter casting (lead and nickel free), Japanese seed beads, first-quality Swarovski crystals and much more. Wendy and Scott handpick most of the semi-precious gemstones and pearls they carry to give customers the best value. and we originally planned to get a few months of business under our belt before starting classes. But we quickly learned that our customers were starving for classes, so within a month of opening, we launched our workshop program.

To meet the varying needs of our customers, we set up a variety of workshops – some to help customers start their journey in the world of beading, and others to help customers hone their existing jewelry-making skills. Working with a dozen or so local instructors gave us the opportunity to teach over 100 classes over a three-month period. While our workshop program reached its pinnacle a few years ago, we continue to offer a reputable lineup of workshops.

Shift IT. Layer IT.

NEW

with vibrant, sheer color to expand your crafting color creativity.

Tint.

Shift.

Layer.

Dye white surfaces the spray color.

Blend and create new hues spraying color on color.

Additional coats deepen color.

How can retailers use the resources of the Craft & Hobby Association to help their long-term profitability?

In the first several years of our membership in CHA, the extent of membership benefits Wendy and I used was attending the annual Winter show in Anaheim, because we thought that show was all CHA was about. Just a few years ago, we realized that’s just one of the many benefits to membership in CHA!

We suggest that retailers look beyond the show and take the time to visit the CHA website to find resources for their businesses. They will find great research, news and event information there. Follow CHA via social media, get on their e-mail list and read the blog to stay up-to-date on events and news. You’ll also gain valuable information by participating in the CHA webinars, because the sources and information supplied are coming from industry insiders.

While CHA is working hard to bring valuable information to its members, don’t rely on that alone. Get active! Talk with the CHA staff, and ask them if there are programs that your business can benefit from. You will learn and be inspired to make your business better.

And please do get involved in the newly formed local CHA chapters. If there isn’t a chapter in your area, we’d

view the possibilities @

CHA booth1332

Wendy and Scott FIND US @

CHA

3 BOOTH # 75 Jan 10-14

ModeOInt’l 5111 4th Ave Brooklyn,ONY 1 1 2 2 0

SALES REP WANTE D

T O 7 1 8 . 7 6 5 . 0 1 2 4 F O 7 1 8 . 7 6 5 . 0 1 2 6 EOinfo@modebeads.com W O w w w. m o d e b e a d s. c o m

Beading Pleasant Craft Industry

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Wendy is a jewelry maker of note, and author of the book Make It in Minutes Beaded Jewelry, a how-to for bead crafters at every level. suggest that you contact CHA and perhaps start one in your area. The opportunity to meet and share information with local members in and out of your industry is quite priceless.

How have you used promotional/ marketing efforts to help Brea Bead Works stay successful?

With business levels changing over the years, our marketing efforts have changed as well. We lay out a yearly marketing plan that gives us a great road map to follow even as we revise it throughout the year. Our initial professions in marketing and graphic design benefits us dramatically in our efforts.

We agree with CHA experts Kizer & Bender’s suggestion that retailers do major and minor events each month. We are doing more Make ‘n’ Takes, special offers and trunk shows. We bring in new products more often, and we hold monthly open bead nights that we coined B.Y.O.P.

(Bring Your Own Project). We work hard at keeping our website up-to-date, and we use Facebook to promote on a regular basis along with e-mails about twice a month, depending on the information we need to pass along.

What advice do you have for retailers to stay on top of the changing retail landscape to remain profitable in the long-run?

Get involved! Start talking to your peers in your area and industry. Don’t think that things you did in the past will work today. Retail business and the consumer are changing rapidly. Read business articles and blogs, participate in social media, webinars and social networking events. Strength is in numbers, so get involved in groups like the North America Bead Association (NABA) or other sections within CHA. Take one idea away from this type of networking, and CIT the value is priceless.

booth #2609 at CHA Winter

new

See what’s with

and

exciting

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®

Now, there’s more to love

with Gelatos® Double Scoop®, and new Textural Accents to add amazing color and dimension to all your mixed media projects!

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Support the

CRE8TIME

Movement and

GROW

the Industry!

Inspire people to reclaim their creativity and get crafting.

Use the #CRE8TIME hashtag on ALL of your social media posts and promote creativity!

Follow us on social media: facebook.com/cre8time twitter.com/cre8time Instagram.com/CRE8TIME pinterest.com/CRE8ORS Craft Industry

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Trend Report Chevron is the New Black

by Catherine Martell

T

The V-shaped chevron pattern is taking the craft industry by storm.

Thanks to its increasing popularity, it is making its mark in multiple industries and markets, including interior design, web design, fashion and, of course, the craft industry. You only have to look at magazine trend spotters and DIY blogs to see what I mean.

Anna Griffin Inc.

Mosaic mercantile Unique Mosaic Tiles • Grout • Tools • Kits Crafter’s Cut Precut Glass Tile TM

The Anna Griffin design team has incorporated the chevron pattern in its “Blomma” by Jessica Swift, and “Gabbie”

by Maude Asbury collections. Depicting the happiness of sunny days, Blomm’s bright disposition incorporates vibrant colors, stylized flowers and bold chevrons.

The punchy and bright prints in the Gabbie collection use mod-era patterns with iconic cameo shapes and letterpress typography.

Pink Paislee Wedding Collection

Pink Paislee has moved the chevron pattern into the wedding realm with décor, invitations and cards in its Luxe and Artisan Collections.

Hero Arts

A Mosaic Mercantile Exclusive!

(877) 966-7242 www.mosaicmercantile.com

The Cling chevron-pattern background stamp from the Hero Arts/Studio Calico exclusive collection is ideal to blend with both Studio Calico and Hero Arts papers, inks and accessories. They perfectly synthesize cardmaking and scrapbooking creativity utilizing the chevron pattern.

CIT

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my inspiration

Discover a world full of ideas.

Creativity always pursues new paths: keep up to date and explore original ideas for your product range. At Creativeworld, the most important trade fair for hobby, craft and artist supplies, you can find out about the latest creative materials and techniques at close hand. You can also enjoy a colorful programme of supporting events including talks, special presentations and prize-winning design projects.

Book your ticket and be inspired!

January 25 – 28, 2014 in Frankfurt, Germany creativeworld.messefrankfurt.com info@usa.messefrankfurt.com Tel. 770.984.8016

Craft Industry

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Six Steps to a

WhizBang!

by Bob and Susan Negen, WhizBang! Training

Staff

D

Developing an amazing staff isn’t rocket science, but it doesn’t happen by accident. Here’s a step-by-step process you can use to create a team full of superstars.

Step 1: Attract Awesome Candidates

This is a critical part of the process, but many store owners leave it entirely up

to chance. Here are a few key strategies to put you way ahead of the competition.

C reate an “Ideal Employee Profile” so you will know exactly who you are trying to attract. The more specific you are, the more likely you’ll find a perfect fit.

Post a sign in your store that says, “Always Looking for Great People.”

Take applications even when you’re not hiring and build a talent bank of hot prospects.

Keep a “Hot Prospects” file. Save information from everyone you run into that might be a great candidate.

Be on the lookout for outstanding service, even in unexpected places. Your next superstar could be working at

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Bob will present a Bootcamp for retailers, “How to Get The Maximum Bang for Your Marketing Bucks” at the CHA Mega Show on Friday, January 10, beginning at 11:45 a.m.

McDonald’s. Mine was!

If you find a potential superstar, say, “I hope you’re happy in your job here at Gertrude’s Shoes, but if you ever want to make a change, here’s my business card.”

Write a red-hot help-wanted ad. Focus your ad on the candidate, NOT the job. It will out-pull a traditional style of help-wanted ad by a mile. Describe the qualities, characteristic, skills and talents of your ideal employee. You want your next superstar to think, “That’s me!

Step 2: Interview and Hire

The interview helps you determine which candidate is the best fit for the position as well as the best fit for your organization. Here are some tips on conducting a good interview.

Be prepared. It is important to conduct all interviews professionally and with respect. The people you will interview are not only employment candidates, but they are frequently also your customers! (Or they have friends and family who are your customers.) Review all applications and resumes before you start, have all your materials ready to go, and always start the interview on time. Being properly prepared gives prospective employees a sense of how you conduct your business and, by extension, how you will expect them to conduct themselves as employees.

Ask every candidate the same set of questions. By doing so, you get a better chance to compare apples to apples. You can always ask follow-up questions based on each individual’s responses.

Use the three magic words: Tell me more. No matter what kind of responses you are getting to your questions – good, bad or indifferent – these three powerful words will bust the interview wide open and let you see what’s really happening in the minds of your candidates.

You’ll be completely amazed at what people will tell you.

way of progress. Just start writing.

Train your staff to sell. Selling is the primary activity your employees will be doing every single day. Anyone can learn how to be an effective salesperson. Selling is a skill. Teach it!

Develop a training process.

Avoid a scattershot approach and come up with a systematic procedure.

We developed a five-step process to successfully train hundreds of our own employees that even works for part-timers, seasonal help and teenagers!

Step 3: Train Them

Great coaching involves three parts.

A great training program is the key to getting your employees to do what you want, the way you want.

Set your non-negotiable standards. These are the things each employee must do in exchange for their paycheck. That’s right – you’re PAYING THEM so you have a right to ask them to do what you want them to do, the way you want them to do it. Don’t feel bad about telling your employees what to do.

That’s your job.

Create your employee training manual. It should cover everything your employee needs to know to be successful in your store.

Many store owners get a migraine just thinking about writing a training manual, but it’s critical to your retail success. Don’t let perfection get in the

Steps 4 and 5: Coach and Motivate 1. Continuous training.

Ongoing skills review and advanced training is a must for your employees. Hey, Michael Jordan didn’t learn how to shoot the basketball one day, then stop going back for more coaching!

2. Accountability. Hold weekly coaching sessions, annual performance reviews, and secret shopper programs that will make employees accountable for the standards you have set.

3. Reward excellent performance. This is the most effective way (and the most fun) to get superstar performances from your whole team. Consider a bonus program, sales games, or small but meaningful personal gestures.

Step 6: Discipline

One of the most frustrating roles of a store owner is “disciplinarian.” But before you pull a problem employee aside to give them the “shape up or ship out” talk, ask yourself these questions.

• Have I clearly told this person what is expected of them?

• Have I thoroughly trained them to do the job?

• Have they demonstrated they can actually do it?

If you have answered “no” to any of them, the burden is on you to give them more training. If, however, you’ve thoroughly trained the employee and he still won’t meet your standards, his behavior is a question of his willingness. You need to take action. It’s not easy or comfortable to discipline your employees, but it’s important to begin a progressive process of changing their behavior or moving them out the door.

Remember, your first obligation is to your business and your customers. Anyone who is not contributing in a positive way and giving your customers the service they deserve should be replaced with someone who will.

Get your FREE WhizBang! Tip of the Week via e-mail. Just go to www.whizbangtraining.com and sign up. Need more help?

The Retail Mastery System Staff Development Kit includes expanded text on everything in this article, including role plays, sample forms, audios and videos! E-mail info@whiz bangtraining.com.

Craft Industry

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By Terry Fry

By Shea Fragoso

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pellbinders presents A Gilded Life Collection. This unique and glamorous line of mixed media products brings romance, European flair & affordable luxury to all your handmade creations. Perfect to create one-of a kind jewelry pieces, inspired home dĂŠcor crafts, delicate embellishments to adorn fabric pieces, personalized gifts, mixed media art and paper creations. Unique designs inspired by the beauty and romance of Europe bringing affordable luxury to all crafters.

This mother and daughter duo can often be found on the less-traveled back streets or in their dusty warehouse of long forgotten specialties in historic Santa Ana, California.

Shea and Debbie strive to provide innovative and creative products, inspiring women to lead a more beautiful, inspired, handmade life just like this elegant collection.

Visit us at CHA 2014 in Anaheim Booth #2713 for more creative inspiration and explore your creativity with Spellbinders!

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Time

to Stop Working IN Your Store and

Start Working

ON

Your Store

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by Rich Kizer and Georganne Bender

W

Whenever we sit down to write an article (“Ladies and gentlemen, start your pencils!”) we banter back and forth about what we want to say. Sometimes we enter that conversation with our tongues planted firmly in our cheeks, sarcasm being one of our best-loved talents. There are plenty of consultants out there who are more than willing to spout ideas on how you can grow your business; even if they’ve never worked behind the retail counter … or been woken up at 2 a.m. because the store alarm went off and the police are at the door, or run out of gift certificates a week before Christmas. Ideas are great; it’s the implementation that takes time. So we thought a catchy title like “How to Kill Your Business Without Even Trying” might be kind of fun.

The title would surely catch your attention.

But it wouldn’t be funny.

Being a retailer is tough enough these days; even the most seasoned business person needs a little help now and again. Or a kick in the pants.

So we ditched the sarcasm and went with what works: five easily implementable ideas to make your customers sit up and take notice.

1. Work ON your store

Running a retail store is hard work. From the time you unlock the front door in the morning until you relock it at closing time, you’re on your feet, deftly handling crisis after crisis. There are speedbump displays that need to be tweaked, social media sites to update, vendors to call, orders to place, bathrooms to clean, customers on hold who will only talk to you, and a

staffer who’s late – or worse – called in sick and leaving you short-handed. Again.

You’re busy. We know, but we’re going to throw you a curve ball anyway: It’s time to stop working IN your business and start working ON it. Your time and your talents should be spent looking for, and implementing, new ways to grow your business. You can’t do that if you are stuck behind the cash register.

So, take a deep breath and delegate the everyday tasks to someone else. Easier said than done, even for us, but let go. Someone else can change that display, make a sign and update Facebook.

Or clean the bathroom.

Now, about that working ON your store. Grab your iPad or a pad of paper and something to write with, and then list all of the things you would do if you had more time. Things to consider include in-store events, classes, updating your loyalty program/frequent shopper club, ideas to make a splash with e-mail blasts, etcetera.

Some days our list includes lunch; we bet yours will, too.

Now, prioritize your list and vow to tackle a little at a time. You don’t have to do it all in one day, but you do have to get it done. Inch by inch everything’s a cinch, so give it your best shot.

2. Build a Team of Customer Advocates

You won’t be able to work ON your business if you don’t have a strong team of associates standing behind you who are ready to pick up whatever you put down.

Building your team should be right at the top of your new “To Do” list.

Advocates need to be the best at what they do, so start an official, ongoing associate training program. There are thousands of resources available to help you do this. Begin with industry specific tools – like the great articles in your trade publications and the classes offered at the trade shows you attend – plus CDs that you can listen to in your car. Check out webinars and podcasts that are available on-line. Ask your vendors about resources to train your team on technique. Video your own classes, focus the camera on the instructor, and don’t forget to video associates who excel in a particular area.

Build a curriculum that clearly shows associates what’s expected of them.

Put a TV/DVD player in your lunchroom along with an iPod or CD player and headphones. Create tests on various levels/topics to chart each associate’s progress.

And keep your eyes peeled for opportunities to keep your training library up-to-date.

3. Empower Everyone

People who don’t like to delegate really hate the word “empower” because it means letting associates make decisions on their own that affect both customers and the store. It’s nothing to be afraid of as long as you set some ground rules first.

Nordstrom, a family-owned and operated company that has earned a reputation for superior customer service, was founded on employee empowerment. Nordstrom encourages store associates to think like entrepreneurs – what a concept! For years, the Nordstrom Employee Handbook was a single card containing only one rule –

Nordstrom Rule #1: Use best judgment in all situations. There will be no additional rules.

Obviously, not every one of your store associates will thrive with this much freedom – many won’t believe that you actually want them to make their own decisions, so you need to be concise about what you expect. You’ll also have to encourage them to actually do it. Most of the time it will be smooth sailing, but occasionally they will mess up. That’s when you sit down together and discuss what they might do differently the next time, all the while encouraging them to try again.

Some of you might be thinking, “Yeah, right. What about the current associates who don’t fit the vision I have for my store?” Another tip from Nordstrom: Look for nice people who can be trained to sell. It’s a lot harder to train someone to be nice.

We know; we’ve tried.

If an associate has ever uttered the last seven words of a dying company: “But we’ve always done it that way,” when you suggest a change, it’s time for a revival.

Hold a store meeting to outline exactly how you expect everyone to act. Most associates will refocus, but some may not; these are the people you need to think about replacing. Even if you rely on them heavily, if they are hurting your business they have to go.

4. Innovate

Be the store everyone looks to for inspiration and innovation – innovation relies on right-brain thinking, that’s the creative side of your brain. You have a team of (continued on page 30) Craft Industry

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E-commerce

Made Simple

Realistic Ways to Increase Your Online Success

& Sales

by Nicole Leinbach Reyhle RetailMinded.com

W

Whether you are a brick-and-mortar merchant looking to expand your sales online or exclusively sell via the web, e-commerce is big business that shouldn’t be dismissed in your sales and marketing plans. Fortunately for busy retailers – which we know all retailers are – e-commerce can be manageable and realistic for all merchants to incorpo-

rate into their overall business strategies.

To get started in your journey to increase your success and sales online, you want to first identify the key components of creating and managing an online business. The first and most valuable tip to consider is to use a template-based e-commerce store versus creating your own store from scratch. Nowadays, there

are hundreds of companies that provide e-commerce template options that make creating a store as easy as 1,2,3 (okay, well almost that easy). Thanks to companies like Shopify.com, Volusion.com and GoDaddy.com, retailers can embrace selling online without having to embrace all the former hassles that used to come with it – including the cost. For a fraction

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of the cost of a customized website, template-based options not only save you money, but also save you time and allow you to still provide a professional, easy-to-navigate website for your customers to shop from.

Keeping the goal of “easy” in mind, using a template option should be a no brainer as you work towards incorporating e-commerce into your sales strategy. Next up?

Identifying the best ways to maximize your web store success, with a focus on attracting visibility, keeping customers on your website and increasing your online sales.

Getting Attention Online

Unlike great window displays, engaging in-store events and captivating customer service, attracting customers to your web store is not as traditional. Brick-and-mortar habits that include chatting with your consumers and creating interactive in-store experiences don’t have to be entirely forgotten when it comes to gaining online attention. Similar to how freestanding stores communicate with their customers, online stores should strive to do the same. The only difference? Their avenues of communication will vary. Online, communication is referred to as content marketing. Content marketing can be done in a variety of ways, but among the most essential ingredients in creating a recipe for content marketing success are social media, blogs and SEO.

Unless you have lived in the dark for the last 10 years, you already know what social media is. This said, how you use it may not be the right way once you introduce an online store.

Incorporating link backs, or URLS, to your website from your various social media accounts is key in generating increased traffic to your website. Simply posting your website address won’t do the trick, however. Instead, you want to share new product updates, post craft and hobby ideas, identify seasonal trends and engage your audience with interesting facts, tidbits and intriguing conversations via your social media outlets. For those of you who struggle to create social media content on your

own, there are companies out there to help you. SnapRetail.com, for example, provides social media content for their users, including Pinterest, Facebook and Twitter updates, and even have many posts targeted to the craft industry in general.

Additionally, incorporating a blog on your website adds value to how you support your customers. By sharing newsworthy insight on craft and hobby trends, such as “how-to” ideas or other niche market information, you offer customers the chance to frequent your website more often – even if they have no plans to shop. This said, a well-organized blog should include tracking links to all products mentioned that you sell online, allowing you to essentially “merchandise” your product via your blog. A blog also helps increase your SEO ranking, which is an organic (unpaid) search result as to where your website will land on search pages such as Google or Yahoo. While you have no control over your organic placement in SEO, the more content you offer on your website, the more likely you will be placed higher in the search engine process.

Keeping Customers on Your Website

Among the most valuable ways to keep customers on your website is to attract the right customers to begin with. Your social media and SEO work will certainly help do this, so now the question becomes how do you keep them on your website?

Assuming you have chosen a template website that aesthetically complements your brand and business, your attention here can shift to all the extras that will make up your website base. This includes photo images, user interaction and customer rewards. Photo imaging, which will consist of the product photos you upload onto your website, should be high in quality – no exceptions.

Consider these photos your merchandising displays, and make them key contenders in attracting customer attention and gaining their sales. Often, (continued on page 34)

The #1 Pick for E-Commerce Made Easy

According to ThinkECommerce.com, Shopify.com ranks as the number-one choice for the best shopping cart and e-commerce platform – including website themes uniquely created for merchants – in the e-commerce marketplace. Followed

by BigCommerce.com and InstantEStore. com, Shopify.com leads the crowded marketplace of e-commerce template options, helping retailers make customized web stores that suit their business’s needs.

My own research and extensive demos leads me to confirm this. Their seven-step guide – which includes adding products, identifying design, creating content, planning for payment options, incorporating taxes, identifying shipping terms and finally, creating your domain website address – helps new merchants set up their online stores in an easy-to-understand manner, allowing retailers with little experience on the web to feel confident in every step they take when creating their online store. Additionally, the templates offered by Shopify.com are beautiful and professional, with likely options to make any craft and hobby merchant happy.

While the process is easy, merchants should be prepared to pay for extras when it comes to building an online store they love.

Free website store templates are available, for example, but are limited in selection.

To get your preferred template choice, it’s likely there will be an additional fee involved.

Keeping this in mind, you can expect a cost of about $1,000 from start to finish building an e-commerce website from one of Shopify.com countless templates.

Remember – this is an average fee associated to building an e-commerce store via Shopify.com – but it gives you an idea of what you should budget for. And while there are certainly less expensive options, including templates selling for only $20 on some websites, you want to remember that there is more to a successful e-commerce store than just the template. How your customers navigate the website, the check-out process online and your management of the e-commerce store should all be considered. Shopify.com stands out as a leader in supporting merchants through each of these steps and more.

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New Products Create beautiful flowers with the Hana-Ami Flower Loom using wool, yarn, ribbon or raffia in different shapes and sizes. It is the perfect embellishing tool for all ages. clover-usa.com

Fun, easy and messfree, kids can create designs in many sizes with SUPER Wikki Stix

One-of-a-Kind Creatables. They are perfect

for beginner crafters, and can help lead kids into a lifetime of creativity. wikkistix.com

Technique Tuesday’s new system of coordinating steel dies makes it fast and easy to add dimension to cards, pocket page scrapbooks, traditional layouts and all your craft projects.

The company also offers coordinating stamp sets. All dies and stamps are made in the USA. techniquetuesday.com

Crafter’s Cut features irregularly shaped precut glass tiles perfect for new mosaic crafters and experienced mosaic artists. Available in an assortment of rich solid colors, as well as sparkle and shimmer finishes. mosaicmercantile.com

ColorSpray Ultimate Decorating Enamel is a pleasantly scented indoor/outdoor spray paint available in 12 accent colors. Dries to the touch in 10 minutes, and protects dry paint film from mold and mildew growth. Use on metal, wood, glass, ceramic, wicker, plaster and more. chaseproducts.com

Kids can personalize picture bracelets with photos or the clipart that comes with My Image Bracelet Maker.

Showcase memories with the flick of a wrist. The kit includes all bracelet supplies, as well as organized storage drawers. myfbm.com

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Crafty Cat handmade Japanese razor saws feature a lightweight design perfect for precision handling. With a blade thickness of just 0.1mm, these saws are ideal for delicate work on metals, clays and wood, and are a perfect tool for jewelry crafts. alphaabrasives.com/craft-abrasives.php

For perfect registration, the Sizzix Magnetic Platform uses high-

Tlach

Crafters love to hand-embroider the Rose Quilt Block, just one of Jack Dempsey Needle Art’s many popular patterns. jdneedleart.com

Artwork by Debbie

Artwork by Tim Holtz

grade magnets to hold Thinlits, Framelits and other chemically etched, wafer-thin dies securely in place during cutting. Compatible with the Sizzix BIGkick, Big Shot, Big Shot Pro and Vagabond machines. sizzix.com

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New Products Stocked in a wide assortment of sizes, links and colors, this Antique Linked Chain can be used for necklaces, bracelets, decorative trim, rosaries and more. With many different finishes and a variety of end cap options, these chains can be used independently or with other beads. modebeads.com

The 12- by 12-inch, 3.5-pound Scrap’n Easel collapses for easy travel to crops and classes. Its ergonomic design eliminates body fatigue and increases visibility by 100 percent. Comes with 16 magnets and a magnetic ruler, and is also available in a smaller Scrap’n Easel-Ette. containyacrafts.com

Hemptique’s newly designed line of Bamboo Bakers twine is truly a scrapbooker’s dream. hemptique.net

Rainbow Loom mania is sweeping the nation! Get in on the fad with the ultimate guidebook for rubber band looms.

With Totally Awe-

DESIGN MASTER’s Tint IT dye adds sheer, vibrant color to raw, painted or pre-finished items without hiding surface details. Tint white surfaces, shift and blend colors, or layer coats to intensify. Ten beautiful hues for paper crafts, mixed media, floral design and general crafting. dmcolor.com

some Rubber Band Jewelry kids can

learn to make all of the cool accessories that are driving the hottest crafting craze in years. d-originals.com

Print your images directly to magnets! Magnetic Photo Paper will work with most popular home and desktop inkjet printers. The gloss white finish is non-smear so your images look their best. Applications include photos, greeting cards, changeable signs, promotional products, invitations, crafts and more. promagproducts.com

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Lawn Fawn clear

stamps and coordinating dies make crafting

more fun than ever!

These high-quality, USA-made products are easy to use and feature unique designs that are sure to inspire creativity. lawnfawn.com With four design options, Spellbinders’ 3D M-Bossabilities embossing folders offer realistic sculpted surfaces with detailed embossing and dynamic letterpress capabilities that literally jump off the page. 3D M-Bossabilities measure 4 by 6 inches and are perfect for A2-sized cards. spellbinderspaperarts.com

A Gilded Life Collection from Spellbinders is unique and glamorous. Inspired by the beauty and romance of Europe, it brings affordable luxury to all your one-of-a-kind jewelry pieces, home décor crafts and delicately embellished fabric creations. The journey has just begun so come explore your creativity with Spellbinders! spellbinderspaperarts.com

Dealer inquiries welcome

2014 Time For Tools

The Gelatos Double Scoop is twice the size of the regular Gelatos colors, which means twice as much creamy pigment!

These 18 colors are perfect for projects on larger surface areas. fabercastell.com/creativity-for-kids CIT

Finishing specialties for the creative crafter

1-800-506-9618

www.alphaabrasives.com/craft-abrasives.php

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Do-It-Yourself

by Erica Domesek

Moroccan Tile Mirror

T

Listen to your internal muse because she’s dying to whisk you away. With inspiration as your passport, it’s easy to transport yourself to a magical setting without hopping on a plane.

Whether you need a style departure or an inventive BFF odyssey, designing a destination in your own backyard goes a long way!

Step 1 Assemble your supplies. u 1 Sharpie marker u faux tin tile u mirror u foamcore u heavy-duty glue u utility knife u scissors

Step 3 Cut out the shape using sharp scissors. Use a utility knife or box cutter to kick off the cutting process.

Step 2 Draw a large shape directly onto the surface of the tile.

Step 5 Place the mirror front side down, directly onto the glue. After the glue dries, back the mirror with heavy foamcore to support the frame.

Step 4 Squeeze an ample amount of glue directly onto the back of the tile.

Erica Domesek is founder of the New York City-based do-it-yourself lifestyle brand P.S. – I made this … Her mission is to inspire and encourage people everywhere to embrace the concept of “I see it.

I like it. I make it.” See more at psimadethis.com.

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INDEX OF ADVERTISERS Winter 2014

American Orthopedic Appliance Group/ ..........................34 Lion Brand Yarn Baker & Taylor Field Merchandising...............................35 Beth Watson Design Studio..............................................32 Bottled Joy Creations..........................................................32 Chase Products........................................................................ 8 Clover Needlecraft Inc........................................................34 ContainYa Crafts Ltd............................................................29 Crafters Home.......................................................................... 5 Crafty Cat.................................................................................27 Creativeworld Int..................................................................15 Crorey Creations Inc.............................................................. 9 Design Master Color Tool...................................................11 Eileen Hull Creative Design Studio................................32 Ellison/Sizzix...........................................................................36 Faber-Castell..........................................................................12 Fox Chapel Publishing/Design Originals....................... 2 Gail Green Licensing & Design........................................32 Hemptique /Trade Marker Int’l Inc.................................33 Hydrangea Hippo.................................................................32

Jack Dempsey Needle Art.................................................33 JGoode Design......................................................................32 Katie Hacker - Katiedids.....................................................32 Laura Kelly Designs..............................................................32 Lawn Fawn..............................................................................27 LBO Studio..............................................................................32 Magnum Magnetics Corp..................................................31 Megan Moran Smith – Lucky Lilypad............................32 Mode Beads............................................................................11 Mosaic Mercantile Inc.........................................................14 Ranger Industries.................................................................25 Scene-A-Rama / Woodland Scenics...............................30 Sha & Co...................................................................................32 Spellbinders PaperArts................................................18, 19 Susan Louise Arts.................................................................32 Technique Tuesday..............................................................30 Tricots - Edley Associates...................................................34 Whimsical Craft Studio.......................................................33 Wikki Stix................................................................................... 7

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“Time to Stope Working IN Your Store and Start Working ON Your Store” (continued from page 21)

right-brained thinkers right in your own store: When did you last ask them to share their ideas?

After you hold your empowerment meeting, schedule a brainstorming session. Brainstorming means there are no bad ideas, no one gets to say, “That’s a stupid idea,” because that stupid idea just might lead to your next great success. Get a flip chart and write down EVERY SINGLE IDEA. If you anticipate negative comments, then come pre-armed with squirt guns for each associate.

Every time someone breaks the “That’s a stupid idea” rule, the whole team gets to take aim and fire. Buy a bunch of candy bars and when an associate has a great idea, toss him/ her a treat.

5. Keep on top of your competition

Most retailers hate keeping tabs on their rivals, but it’s a necessary evil.

You should walk your competitor’s sales floors at least once a quarter – every four to six weeks is a good rule to follow. This is important! You need to know how your store stacks up to the competition.

Review everything from the parking lot to the back door and every square inch in between, including the service areas and restrooms. Note the locations of carts/baskets, in-store signage, specialty fixtures, what’s displayed on speed bumps and in the “lakefront property” (front right side of the store), vendors, product adjacencies, size and condition of the classroom, number of checkouts and

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service areas, and more.

Compare the policies, pricing and services offered to yours. Pick up circulars and/or weekly ads.

Watch how store associates interact with customers. Buy an item and return it later to see how you’re treated. If you’re not comfortable visiting yourself, delegate this responsibility to a trusted store associate, a close friend or even a good customer. Give them specific guidelines they have to follow.

Drop us an e-mail at info@ kizerandbender.com for a copy of our “Mystery Shopper” form.

You’ll also want to visit their website. Is it easy to navigate? Is it fun and interactive? Does the store post upcoming promotions, classes and special events? Can customers print project sheets online? Click on every link and read every page.

Then visit your competition on Facebook, Twitter, Pinterest and any other social media sites they are using. A Google search will help you discover where they are online. Want to find out what your competitors’ have up their sleeves?

Set up a Google Alert for each one and you’ll receive an e-mail with a link to follow each time they are mentioned online.

You’re not finished yet! Sign up for an e-mail account from Gmail, Yahoo, or one of the other sites that offer free e-mail, then register for everything that each of your competitors offers online. You’ll know what’s happening in their stores at the same time as their customers.

This is not an unfair advantage – your competitors would do it if they thought of it first. Remember Michael Corleone’s quote from “The Godfather II”? “Keep your friends close, but your enemies closer.” In a marketplace where every competitor wants to steal your customers, keeping a close eye on

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MAGNETS what they’re up to is just good business.

So, from this point forward, vow to work ON your store, not just in it, build a team of empowered associates, and keep a close eye on your competition.

Become known as a haven of creativity and unconventional thinking. And do just a little at a time; after all, inch by inch, everything’s a cinch!

Going to the CHA 2014 Conference and Trade Show? Learn how to become the number-one store in your market during Kizer & Bender’s seminar “Reposition Your Competition: How to Become the Number-One Store in Your Market!” Friday, January 10 from 11:45a.m. to 2:45pm. $35 for CHA members, $50 for nonmembers. Lunch is provided. Register now at craftandhobby.org/registration.

Copyright © Kizer & Bender. All rights reserved

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Creativity Is Our Business

Contact a designer today to schedule a class, arrange for a consultation, improve your social media or solve your design dilemmas.

beth | watson

design studio CHA Designer • Instructor Mixed Media Artist bwdesignstudio.blogspot.com

beth@bwdesignstudio.com

Cardmakers! Crafter’s!

Scrapbookers!

Expand creativity with original artwork from Penny Pierick. Available on transparencies, and high quality paper. This art is easy and fun to use, and is an inspiring way to add something unique to every project.

Licensing available.

susanlouisearts.com

Or call Penny at (608) 206-6987

ee dim thr

ensional

art

Eileen Hull with ♥ eileenhull.blogspot.com

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JDNA... offers you the largest selection of quilt blocks, pillowcases, baby quilts and much more for hand embroidery. Choose from innovative new designs, along with time-tested patterns that have been treasured throughout the years.

Meet the CHA 2014 EXPERTS Kizer & Bender – Retail

Companies around the world depend upon them for timely advice on consumers and the changing retail market place.

Joe Rotella – Website

As CTO at Delphia Consulting, Joe is responsible for using technology to provide better products and services to clients, company infrastructure and IT operations.

Tony Ford – Technology

Tony’s work ranges from product launch strategy for manufacturers to retail merchandising, training, marketing strategies and management.

1600-586 Peacock 732-588 Chicken Scratch Owl NEW STORES: Pick up a ticket from our booth (#2681) at CHA to receive an additional 5% discount off your next order. (valid for one order) Offer expires 1-31-2014

Jack Dempsey Needle Art Saint Louis, MO 63103 (800) 891-5116

Bob Negen – Retail

Bob helps retail storeowners quickly and easily turn their passion into profit.

Lynn Switanowski – Retail

Lynn’s management experience and creative problem-solving skills helps businesses develop efficient sales channels and distribution techniques.

Theresa Cifali – Social Media Expert

Theresa effectively uses social media platforms to grow brand awareness to increase revenue.

Steven Strauss – Small Business

Steven is the senior business columnist for USATODAY.com.

His “Ask an Expert” column is one of the most highly syndicated business columns in the world.

Tiffany Windsor – Design Expert

Tiffany is a licensed artist, author, consultant and instructor for the creative industries.

Resources Tammy Browning-Smith – Legal Resource

Tammy can help you address your business’s copyright, trademark, and licensing needs

Paul Milne – Regulatory Resource

As the Technical Manager for Restricted Substances Testing at SGS in Fairfield, New Jersey, Paul is the local expert for European REACH and RoHS, China RoHS, CPSC, Proposition 65, and FDA and EU Food-Contact regulations.

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E-commerce

Made Simple

(continued from page 23)

The Right Tulle for the Job

TM

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The Right Single Tulle Needle Felting Tool for Art theNo. Job 8902 TM

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www.TulleRibbon.com For advertising details call Darlene Roberts Edley Fabrics, Inc. (800)344-0559 • darlene@fwpi.com 1-800- TRICOTS Winter 2014 • Craft Industry today

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vendors can provide you with quality images. However, if you are unable to obtain these or want a more cohesive look among all your brands and products, you can take the photos yourself. Many smartphones have high-resolution cameras that surprisingly take great photos. However, a digital camera is more ideal.

BoutiqueWindow.com, an online marketing company for retailers, shares these five tips for taking high-quality photos.

1. Know your camera.

2. Define your photo area.

3. Turn off your flash.

4. Accessorize your photos.

5. Show off product details.

For more in depth details on taking quality photos, visit retailminded.com/tips-for-photographing-merchandise/.

Once you have identified how you will obtain great photos, you want to also ensure your customers can easily navigate your website. A strong template should allow this, but making their checkout process as easy as possible is another point to consider. Avoid having customers have to give you a million details to make a purchase, such as creating an account and identifying a password before they are able to check out. Instead, capture their e-mail during checkout, but without having to have them create a private account to do so.

Finally, give your customers a reason to return to your website. Upon checkout, offer them a follow up email that includes a coupon or other incentive for them to return to your website again. This is your chance to not only say “thank you,” but also let them know you hope to see them – even if virtually – in your store again soon.

Increasing Your Online Sales

Giving an incentive to return to your website is certainly one way to increase your online sales, but the opportunities to gain additional online sales don’t end there.

Respond to customer questions, blog comments and social media posts. This type of consumer engagement online is no different than answering a customer’s question in a brick-and-mortar store. Finally, remember that establishing a strong, loyal customer online takes time, persistence and commitment. You can’t expect to be successful online if you aren’t committed to this relationship. Look at your online store as a partner in your sales strategy, and you’ll be more likely to stay committed to making it work.

Learn more tips, tricks and realistic ways to make your online shop succeed in Nicole’s seminar at the CHA 2014 MEGA Show – Friday January 10. www.craftandhobby.org/chashow

12/12/13 10:39 AM

Your product was shipped to the store, now what? Is it on the shelf? Is it in stock? Has your space been lost to a competitor? Is your messaging lost?

Lost sales due to out of stock product in the United States is an $89 billion problem.* Baker & Taylor Field Merchandising is an experienced, award winning, and reputable retail merchandising service focused on ensuring your product is where you expect it to be — when you expect it! Let us be your in-store eyes, ears and hands. ✚ Visual Merchandising Seasonal and promotional product placement and management

✚ Inventory Management

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Physical inventory/cycle counts and vendor managed inventory assistance for greater product visibility

✚ Demo Events/Product Demostration New product customer engagement/ introduction, seasonal support and in-store retail associate training

✚ Real Time Retail Insight Visit validation, in-store visibility with photo capture capability and detailed data collection and analysis Our North American coverage includes all of the U.S. and Canadian provinces Customized service schedules available in Michaels, Joanns, AC Moore, Walmart, Shopko and many more retailers!

*source: IHL Worldwide, 2012 Inventory Distortion Survey

LEARN MORE ABOUT FIELD MERCHANDISING SERVICES: Contact Andy Stavros at 469-475-2720 or email Andy.Stavros@baker-taylor.com Craft Industry

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today • Winter 2014

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Diversity Creates Its Own Demand

• • •

The 50s

Sizzix® licensed artists help your customers create many masterpieces to enjoy. Choose from exclusive offerings from today’s biggest names and hottest styles, as well as an exquisite assortment from our talented in-house team. Contact us today and order while supplies last.

25862 Commercentre Drive • Lake Forest, CA 92630 ©2013Winter rights•reserved.

Phone: Craft Industry today 800.253.2238 • Fax: 800.253.2240 • ellisonretailers.com 36 Ellison. All2014

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