BadAss at Business is a subsect of posts dedicated to those who are taking their quilting and sewing related business to the next level.
From big shop to fledgling designer we are all always learning.
**************************************
So, unless you have been under a rock for the past year I bet you know at least a little bit about Row by Row Experience and the way it has changed the landscape of the quilting world. From consumers to shop owners this event has put a spin on quilting and collecting that has not been seen before this point in the sewing industry.
RXR has rewritten the rules about hops can be run and how the consumer can participate and with that there is an opportunity for shop owners to really up their game and bring people streaming to their door and what it takes is an AMAZING ROW.
The Experience is not called Row by Row for nothing and the best thing any shop can do to bring people into their shop for this event is to create a kickass row that attracts people from far and wide. For a beautiful row customers will drive 1-2 hours out of their way for the chance to get the pattern or buy the kit.
What it takes – Row Design
Consumers have quickly wised up and are perfectly happy to collect only the rows that intrigue them, are well designed, displayed and well photographed. Poor design or execution of design is crucial in this digital age where rows are judged on the computer screen before the customer even gets to the quilt shop door.
This need for wow factor means that creative thinking, excellent design work, presentation and theming are the watchwords as shops already think about what they will be doing for their Rows next year. Of course next year’s theme has not been released but that is no reason that shops can’t be doing some forward foot work in finding and securing a quality designer to be ready to work with them in designing the row once the new theme is announced in late october. Money (Yes you should expect to pay your designer) spent up front on design pays off, so hiring a professional is not out of the question if such skills are not part of the shop owners personal tool belt.
What else it takes – Row Kitting
Once a drop dead gorgeous design has been nailed down then it is time to think about how to kit it up for maximum sales potential. Of course there is and will always be a free pattern for ANYONE to wants it during the RXR event timeline, a kit is a way for any pattern to go farther and make more punch than just the patterns alone.
Flexibility is a key word when choosing fabrics and trim that will be included in your kit since with the amazing demand this event has placed on fabric manufacturers it is risky to place all your eggs in one basket that you will be able to reorder a specific themed fabric you might use in a row. You can of course buy all you want or could possibly use before the event to secure your stock or you can pick fabrics with the potential for change should you run out midway.
Packaging- the Bow on Good Design and Kitting
Don’t stop short of great row design and flexible fabric! Make sure your packaging is well done by kitting in an attractive way that lets people see the care you have put into the event – make it shine. Order the correct bags (no grocery store zipper lock bags please!) for your size kit, use header cards, color printing and professional presentation to make your store memorable. Remember that each pattern that leaves you store is your calling card to the world. In this digital age many people post photos of their kits pn social media as they get. Use this event as just another advertising venue to bring happy quilters to your store.
Use the same care with your pattern printing. Color printing makes a difference and while it can be spendy making sure to order printing in larger numbers at one time will keep the cost down. Don’t forget quality paper either!
Last but Not least – EVERYONE IS A POTENTIAL ROW BY ROWer
SHOW OFF THAT ROW
Every person who walks into your shop is a potential RxR customer even if they did not know it when they walked in the door. Train your sales staff to greet and invite each customer to see your gorgeous Row and to know about the event. Let them know about your kits and offer them a free pattern. By not doing so is just leaving those sales and that happy bit of information to the another shop who will then be “that great shop that turned me on to Row by Row”.
Next time… social media and the Row- catching the virtual tiger by the toe.
In the mean time.. if you are out rowing or just in quilt shops… what is the best Row you have seen and what was the best greeting you have gotten? Leave a comment and I will pick one the end of this week and send the winner our 2015 Row By Row license plate – Knotty Quilter!
Click on the plate to see the great Rows from SPOOL!
