Wednesday, February 27, 2019

Diversifying When the Show is S&#$ (Tradecraft)

The game trade has recently become, what's the technical term? Right, a shit show. So you naturally want to diversify into new product lines. I highly recommend this, provided you can find the right mix. Most veteran store owners will tell you, that mix is a struggle. It's not that we can't sell comics, toys, pop culture, or pop tarts, it's that getting those new lines to reasonable performance levels can be difficult.

Diversification depends on the kind of store you run. If the word "gamer" appears in your store title, we can assume you're likely to run a business that appeals primarily to hardcore hobbyists. However, if you've spent the extra money to build a store that appeals to the general public, you've got more options.

Even with a family friendly specialty shop, there is still the issue of location. My store is family friendly, but I have close to zero foot traffic. There are reasons to go there, as in it's a destination store with geeky stuff nearby, but there's nobody walking by.

I spent $20,000 on toys when I moved to my larger location because my competitor had a lot of toys and I needed new, diversified inventory when I doubled my retail space. Toys seemed safe. Boy was I wrong. This was a disaster, not because toys were bad, but because I had no foot traffic. My selection was just alright, not enough for my business to become a toy destination, especially when there were plenty of better options. I also misunderstood the nature of the toy market, which relies on a lot of volume to move low cost items, often stocked in depth. I would have a wall of board games in single quantities next to a wall of toys that only made sense stocked six deep. Toys were not for my store. Neither were comics, and a bunch of other things I tried.

Sending back a pallet of Melissa and Doug
What worked for me was gradually trying new lines, more in the category of gamer adjacent. What do my existing customers want to buy? What do they already buy from other people? What adds value to their lives rather than just idiotic add on purchases like wax candy lips? We dabbled a bit with Funko Pops. We tried pop culture items from distributors with limited success. We tried novelty candy and glow in the dark pirate figures. Eventually we found a few companies that made pop culture items, often things I would never have considered. For example, as our store has become more diverse, we've found success selling pop culture purses, scarves, jewelry and the like. Women were rare in the store, ten years ago, but the hobby has changed as has our store. I delegate these new categories to younger managers who know what's going on.

You want to ease into new waters, testing them out, learning what people want and adjusting to new problems, like loss control. We had homeless people who would wander into the store and flat out steal things, just walking away with pop culture wallets and hats. A lot of things we've learned need to go in display cases, for example. Suddenly we have things everyone wants, stuff that will sell on a blanket in front of a train station. It's a weird feeling.

The easiest form of diversification by far, is diversification of supplier. We make a point of backing a variety of Kickstarter games with retailer tiers. These games differentiate the store and although it took years to dial in what works and what doesn't, they've tended to be profitable. Likewise, there are many direct only publishers and suppliers that are worth pursuing, many of whom will be at the GAMA Trade Show in a couple weeks. We order direct for dice, dice bags, classic games, jigsaw puzzles, marbles, and even ice cream.  Hasbro mass market games sell well when we can get them. They didn't sell ten years ago, but with the demise of Toys R Us and a larger segment of the population playing games, there's newfound crossover back to the games of our youth.

Some diversification advice:
  1. Examine your specific set of circumstances rather than following what others do.
  2. Avoid declining markets (comics, Funko POPs, for example).
  3. Find things that add value for your existing customers.
  4. Ask around to see what people are interested in. Frisbee golf? Airsoft? 
  5. Look for gamer adjacent products before striking out into new areas.
  6. Find publishers who don't directly compete with you. I backed a Kickstarter today that offered me exclusive sale of their game!*  *except at conventions, on their website, in contests, at the BGG store...
  7. Look for favorable terms, margins, or net priced items with flexibility.
  8. Test the waters with minimum orders but remember to follow up quickly so you don't lose momentum.
  9. Test the limits of your concessions with additional snacks, coolers full of drinks, and potentially hot food options.
  10. Consider a long term investment, like diversifying into a coffee bar or real estate or anything else. 

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