Kole Imports Blog

Kole Imports will be exhibiting in Chicago July 9-12 2010 at TransWorld’s Variety & General Merchandise Show, located in the Donald E Stephens Convention Center at 5555 North River Road, Rosemont, IL 60018.  You can register on the TransWorld website at http://www.vgmshow.com/

With more than 50 years of bringing buyers and sellers together in dynamic markets, TransWorld Exhibits is responding to an overwhelming desire of variety, general merchandise, gift and specialty retailers for an industry trade show in the Midwest.

In addition to meeting the pent up demand for quality goods from quality suppliers, the show is very much about going BACK to BASICS; with an emphasis on customer service, community building forums and practical business education seminars. In tandem with providing a great one-stop buying and selling experience; TransWorld is committed to keeping the cost of attendance as low as possible. With price rollbacks on exhibit fees, hosted buyer programs, subsidized package deals, free admission, and free seminars, TransWorld has made participation easy and affordable for both supplier and buyer regardless of business size. Exclusively open to members of the industry, this show streamlines the buyer and exhibitor introduction process.

We hope to see you in Chicago.  Show hours are from 8:00 to 5:00 Friday through Sunday and 8:00 to 2:00 on Monday.

“Advertising is a racket, like the movies and the brokerage business. You cannot be honest without admitting that its constructive contribution to humanity is exactly minus zero.” F. Scott Fitzgerald wrote these words shortly before his death in 1940. It is a gloomy view of commercial business, to be sure, but is it true? Does promoting your business have to be a “racket” from which people struggle to escape?

Not necessarily. Sure, if you follow the typical strategies of blaring commercials and neon ‘Sale’ signs, people are going to view your advertisements as noise. Some advertisers even count on this. They write jingles and repeat phrases in excess so that it becomes impossible to tune them out. But other businesses take a different approach. The smartest advertising campaigns are the ones that sneak into our heads and stick there, without us even realizing we’ve been caught!

It’s not as nefarious as it sounds, trust me. I’m simply suggesting that perhaps it is time for us to tune down our advertisements and tune in to our customers’ needs. Here are some simple ways to amplify your impact on potential customers without making a “racket”:

1)  Show, don’t just tell! If you’re having a great sale or making an exciting change to your business, don’t just tell people about it with loud print ads or obnoxious commercials. Show your customers the great deals they will be getting by putting special items front and center in your dollar store. Make the best deals easily accessible, so your customers can’t miss them. At Kole Imports, we constantly update our home page with “Dollar Store Deals of the Week” to allow customers one-click access to incredible deals.

2) Merchandise, merchandise, merchandise. Keep your store fresh and appealing to the eye. Change your store window once a week and take some time to make it unique. Don’t just stack boxes of merchandise in your storefront, arrange items so that they tell a story or evoke a mood in shoppers. You don’t want customers to see the same, tired merchandise gathering dust. You want people to feel as if they need to check in with your dollar store regularly to see what exciting changes are happening at the moment.

3) Don’t be afraid of making a “theme.” Use holidays, changing seasons and neighborhood celebrations to keep your store salient. For example, when the weather starts heating up, try making a special “Summer Grilling” section in your dollar store to play into customers’ natural inclinations. We have some great grill accessories at Kole Imports like BBQ Scrapers (HL041), Gingham Table Cloths (HZ084) and Plastic Cutlery (HM107). Items like these catch people’s eyes, making them desire things they didn’t even know they needed!

4) Make Your Dollar Store Make “Cents.” Items should be grouped according to their uses. Items that work together should be placed near each other on the floor. Think of a grocery store: salad dressing is next to the lettuce, coffee is right by the creamer. Use the same principle in your dollar store. If you have tools and hardware, make sure they’re grouped together! If you carry gift bags, place them next to the gift bows!

5) Appeal to Impulse. Every dollar store should have small, lower-priced merchandise displayed within an arm’s reach of the cash-wrap. Such items should be “add-ons” like pens or candy; things that enhance a customers’ purchase without adding too much cost to it. Kole Imports’ PDQ countertop displays are excellent examples of impulse buys. A breeze to set up, they can fit on your countertop within the sight line of customers checking out. Take the Scented Bubbles Tray (SI003): Irresistible!

6) Know Thy Merchandise. I can’t stress the importance of this enough. Have you ever tried shopping in a store where you feel like you know more about the merchandise than the staff? It’s difficult, not to mention aggravating. You will build customer trust and be your own “advertisement” if you can be give customers suggestions or ideas that no one else can offer. By paying attention to your customers’ needs and sharing your knowledge and experience, you gain the most valuable and “racket-free” form of advertising: Word-of-Mouth. One good customer review can do wonders for your in-store traffic. People trust their peers, and if one of them highly recommends your dollar store, it is extremely likely that others will follow their advice.

There you have it: advertisement minus the racket. And who knows? You might even be making a “constructive contribution” to the lives of your customers by satisfying their needs and providing answers to their questions. How’s that for making advertising count, Old Sport?

[Merchandise Photos by Marat]

Kole Imports will be exhibiting at the Liquidation Expo, June 6 – 8, 2010 in the Long Beach Convention Center. A wholesale trade show reflective of the times, Liquidation Expo will be the only event of its kind in California and the Southwest Region, specifically serving buyers and sellers specializing in retail liquidation and close-outs.

Liquidation Expo will cover a projected 16,000 square feet and will feature over 150 booths with discount and close-out merchandise opportunities for buyers in nearly every category.

Now is the time to take advantage of the economic downturn by seizing the opportunity to buy and sell with companies dealing exclusively in excess inventory, bankruptcy proceedings, and discounted general merchandise.

Go to the ASD Website to register for the show. 

ASD Liquidation Expo — June 6-8, 2010
Long Beach Convention Center
300 E Ocean Blvd
Long Beach, CA 90802

Show Hours:
Sunday, June 6 – 9:00 a.m. – 5:00 p.m.
Monday, June 7 – 9:00 a.m. – 5:00 p.m.
Tuesday, June 8 – 9:00 a.m. – 2:00 p.m.

We hope to see you at the show.

Best Regards,

Kole Imports
24600 Main Street
Carson, CA 90745
(800)874-7766
www.koleimports.com

onday morning: it marks the beginning of a brand new week for all of us. It’s the opening day for new challenges, new solutions, and new opportunities to make positive changes to your business. I’m not trying to sugarcoat the inevitable dread that comes along with the end of the weekend. I am just as prone to a debilitating “case of the Mondays” as the next person. But I am trying to point out that Monday mornings are a chance for us to re-examine the issues we faced during the previous week with a clear head and refreshed point of view.

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With this in mind, I try to use my Monday mornings for brainstorming.  Marketing relies heavily on creative thought, and my Monday morning brain is usually just empty enough to allow new ideas to flow right in.  I typically start by checking all the major news sources for business and media developments.  In order to stay ahead of the competition you’d better at least stay on top of current events, right?  Whether you are a dollar store owner, a wholesale distributor or a closeout buyer, in this age of instant communication there is a salient news source for any industry, including yours.

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And so, in the spirit of Monday morning, I’d like to share a brainstorming tip with you:  Sometimes the most unexpected places lead to the most useful wisdom.   In my case, that unexpected place was the Fashion & Style section of the New York Times.  Now, before you accuse me of confusing “brainstorming” with “reading for my own pleasure,” give me a chance to explain.  The article I found was called, “Three Merchants Beat the Recession by Selling to Kids,” by Michael Winerip, and the stories it told are applicable to all of us: suppliers and distributors alike.  Here’s what I learned:

“Adults who stop spending on themselves in bad times will still spend on children.”

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Parents want the best for their children, even if it means scrimping on items for themselves.  Most parents would rather see their kids have decent school supplies and clean clothes than spend money on personal items.  Spending on children can even be a pleasurable experience for adults.  It feels good to be able to make your child smile or keep your baby warm, even when you have been hit by bad economic times.  This is especially important for dollar store owners to note.  Dollar stores are in a unique position to provide school supplies, toys, educational games, and other children’s items at the best value possible.  And by increasing stock of children’s merchandise, dollar store owners can simultaneously raise sales and profits.

Spending on a child’s talents or interests is viewed by many consumers as an investment. 

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The article cites the example of a business owner who says he ‘can’t afford not to work,’ but makes sure to send his college-aged children on trips to Puerto Rico and Europe.  On a smaller scale, the same concept can likely be seen in your very own dollar store.  You have probably seen customers who will pass on items for themselves, but still purchase items used to benefit their child.  In general, parents place nurturing a child’s education over other spending because they see it as an investment that will bring future returns, not a waste of money. 

How does this apply to your dollar store or wholesale business? Simply put: children’s merchandise is the New Necessity. And in the dollar store and wholesale businesses, we thrive on stocking necessities for less! Every dollar store and wholesaler alike should keep this fact in mind when ordering new merchandise. Re-evaluate your current stock to see how much of it is geared toward children. Are you lacking in crafts or educational hobbies? Do you supply enough toddler apparel and school supplies? Try adding more children’s items like those pictured here. Not only can these items increase your sales, they can also revitalize the future of your business.

 As a marketer for Kole Imports, I often face  the challenge of making buyers see beyond merchandise category labels. I love this part of my job because it gives me a chance to help wholesalers and closeout dealers see the versatility in our merchandise. For example, yesterday I was on the phone with a wholesale floral supplier who had a problem: “I just don’t see that much I can use,” he said, “I’m not a dollar store.”

“You may not be a dollar store but your goal is to make a profit, right?” I asked him, “You want to get great savings and pass them along to your customers, don’t you?” Obviously, he responded affirmatively. Because that’s what we all want, suppliers and retailers alike. Our industries may be different and our “labels” diverse, but the goal of our businesses is the same. We are all in the business of making a profit.

And as profit-makers, sometimes we need to get creative. When you’re looking for the best deals and trying to stay a step ahead of your competition, you need a discerning eye and an open mind. That floral supply wholesaler was missing a valuable opportunity to take advantage of hundreds of products in our stock. He didn’t see the hidden gems hiding in merchandise categories that don’t immediately scream, “Floral Supplies!” Therefore he was missing out on a way to get great items at great prices, while also adding merchandise to his inventory that his competitors either don’t have or sell at much higher price points.

I’m going to give you the same tips I gave him. Here’s the list of items I gave him, along with their “alternate uses.” I think you might be surprised by some of the ways our merchandise can be used:

CC184: 7” Round Mirror
Floral Uses: Table embellishment. Place mirror underneath bud vase display for a quick dose of elegance.

 GV151: Small River Stones
 Floral Uses: Vase filler for bamboo and other floral arrangements to add natural appeal.   

 RB170: Peach Novelty Trim
 Floral Uses: Arrangements and displays. Adding a touch of bright ribbon or tulle can bring even a single flower to life!

GC705: Glass Round Bowl
Floral Uses: Great for parties or weddings. Fill with water and use to float flowers and even tea light candles!

 So for your next purchase, why not try to capture that creative edge over your competitors? Look into merchandise categories on our website that you have never browsed before. You may be surprised by what you find. Mr. Floral Supplies certainly was. He ended up making a purchase that very same day, and from what I hear, he will be reordering soon.

How many of you have heard that line one too many times? I know I have. It was the first thing I learned as a 16 year-old hawking T-shirts over the summer. But have you ever stopped to consider what that phrase actually means? Why does it matter what the floor of your store looks like, if customers are going to dig through your displays anyway? What is the point of re-merchandising windows and straightening shelves at the end of every day? Does what your store looks like truly affect how much you sell?

The answer is a resounding: YES! You may not realize it, but the layout of your store has a profound psychological impact on your customer.  Cleanliness, order and well-stocked shelves can do more for your sales than advertising or merchandise selection combined.  Think about it.  Imagine your reactions to the various stores you frequent in your neighborhood.  When you’re out shopping, do you stop by the sale rack that looks like it’s been picked over and plowed through all day?  Do you reach into the dump display that’s almost empty?  Of course not!  You want to imagine that you’re getting the first pick of sale merchandise, even if you’re the last customer of the day.  You can’t help it.  We were born consumers before we became vendors, and we’re wired to react positively to appealing design.

Don’t believe me?  Try this simple little test:  Compare the two displays below.  Both contain the same merchandise.  Both have the same number of pieces.  Both have been on our showroom floor for the same amount of time.  But I’m willing to bet you a dollar store that you prefer one image over the other. 

                        

                                                           
Why? Because one looks better than the other! Now you know what your customers are thinking when they see a well-tended display versus one that has been neglected for days. People are drawn to things that look appealing, no matter what setting they’re in. The same rule I learned at that T-shirt store in high school still applies to the massive amounts of merchandise I work with today. So here’s your assignment from Kole Imports: next time you find yourself alone in your dollar store, take a look around. Are the shelves straight? Is the floor dusted? Did you change the placement of at least one item that day? Make some simple changes in your daily routine and before you know it, you will see an increase in daily traffic and sales. That’s the beauty of merchandising.

What’s on your wall?  Look around and see.  How will you ever get that Lamborghini you’ve always wanted if you don’t have a poster of it hanging on your wall?  You won’t.  Can you truly live every day with the eye of the tiger if you don’t have a big poster of a tiger on your wall to remind you?  Probably not.  Will people know how much you love puppies and kittens if you don’t have posters of them on your walls?  They won’t.

Fear not!  Kole Imports has the solution for you and your customers.  We have a huge wholesale lot of assorted posters in a very nice 200-piece floor display box (Item # GL330), priced to sell in a dollar store.  The display box has a picture showing all of the different posters, with a number next to each.  Each poster in the display box has a number sticker on the end so it’s easy  for your customer to find the poster they want to buy.   

There are a variety of different posters to please a variety of different people.  There are posters of cars, kittens, puppies, angels, beaches, a woman in a bikini, dolphins, killer whales, skateboarding, surfing, a horse, a tiger, and babies playing sports.  These wall posters are wholesale priced to sell in dollar stores, so they’re a great deal, and the floor display box is very nice, and it contains 200 posters.  See the picture below, and click it to go to our wholesale website.  This is a new item category for us, and we’re sure people are going to love it. 

Wholesale Posters In Display Box # GL330