Scented candles are a growing product that many folks now use to scent their home to good effect. Better than synthesised fragrances from plug-ins and chemical room sprays with their health cautions and short use times, scented candles add warmth, atmosphere as well as the critical fragrance to a modern interior.
Big retailers are cashing in on this by stocking ranges of scented candles from the big multinational corporations. These minimal cost, paraffin based products have their place but how does the small retailer set themself apart from the giant chain retailers in their locality? Read on for some important guidance.
The vast range of products available and the numerous producers make it difficult for the smaller retailer to make their mark in the high street with new and exclusive products. Why would a shopper opt to come to your store when they can go to the local superstore and pick everything up in one place? That's a really important question that many shops simply don't ask themselves. I have a great answer in the form of a single word. Uniqueness!
Stand out from the competition and stock the best from the smaller independent producers in England (or in your own country). This has large appeal to the client and makes for a reputation for you that makes into a faithful customer base & more profit!
In the case of scented candles, I resolutely believe that niche makers offer the retailer so very much more. For instance we have lately stocked a selection of candles from a UK manufacturer, Busy Bee Candles, in our three gift shop locations. The sales of candles have rocketed with word of mouth spreading about these fantastic products. Why? Firstly , the Busy Bee Candles are really good quality with a big range of enticing, great smelling products. Secondly, their products are made by hand. Thirdly, they compete on price with the big shops offered products. Finally, they appear to make the customer feel special as the products are local and handmade. Result!
We have agreed an exclusiveness agreement with Busy Bee Candles in that they have agreed not to supply our competitors inside a certain radius of our locations. This places us in a powerful position as we are the sole stores stocking from this great range in our area. Good for us, good for Busy Bee Candles too as we reorder more frequently and are building their name as well as ours.
In summary, I'd offer the following guidance to the little retailer;
- Stock scented candles as a line in your premises
- Look for a niche product that no-one else stocks in your area
- Agree an exclusivity arrangement with the supplier so you guarantee your patch
- Publicize your new line locally to get your customer base informed
- Beat the chain outlets at their own game
Remember that your principal asset as a small retailer is your client care, flexibility and speed. Beat the giants in your town and get those sales. Good luck!
Big retailers are cashing in on this by stocking ranges of scented candles from the big multinational corporations. These minimal cost, paraffin based products have their place but how does the small retailer set themself apart from the giant chain retailers in their locality? Read on for some important guidance.
The vast range of products available and the numerous producers make it difficult for the smaller retailer to make their mark in the high street with new and exclusive products. Why would a shopper opt to come to your store when they can go to the local superstore and pick everything up in one place? That's a really important question that many shops simply don't ask themselves. I have a great answer in the form of a single word. Uniqueness!
Stand out from the competition and stock the best from the smaller independent producers in England (or in your own country). This has large appeal to the client and makes for a reputation for you that makes into a faithful customer base & more profit!
In the case of scented candles, I resolutely believe that niche makers offer the retailer so very much more. For instance we have lately stocked a selection of candles from a UK manufacturer, Busy Bee Candles, in our three gift shop locations. The sales of candles have rocketed with word of mouth spreading about these fantastic products. Why? Firstly , the Busy Bee Candles are really good quality with a big range of enticing, great smelling products. Secondly, their products are made by hand. Thirdly, they compete on price with the big shops offered products. Finally, they appear to make the customer feel special as the products are local and handmade. Result!
We have agreed an exclusiveness agreement with Busy Bee Candles in that they have agreed not to supply our competitors inside a certain radius of our locations. This places us in a powerful position as we are the sole stores stocking from this great range in our area. Good for us, good for Busy Bee Candles too as we reorder more frequently and are building their name as well as ours.
In summary, I'd offer the following guidance to the little retailer;
- Stock scented candles as a line in your premises
- Look for a niche product that no-one else stocks in your area
- Agree an exclusivity arrangement with the supplier so you guarantee your patch
- Publicize your new line locally to get your customer base informed
- Beat the chain outlets at their own game
Remember that your principal asset as a small retailer is your client care, flexibility and speed. Beat the giants in your town and get those sales. Good luck!
About the Author:
Created by Mark Thompson, the owner of Le Petite Bijoux. Have a look at Mark's proposals for the best scented candles to stock and take a look at these great Wholesale Candles.
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