Start Licensing’s Ian Downes was among the panellists at the recent Giftware Association Autumn Social get together in Birmingham at the end of last month, (23 October), with a panel of inspiring speakers giving him ideas for how independent retailers, and the licensing industry, could work more closely together.
“It was a really well orchestrated day with a blend of presentations, panel discussions and networking. The presentations included were about Tik Tok, video marketing and Sky TV’s AdSmart programme. All three of these presentations were thought provoking and gave the audience food for thought.
Attendees were a mix of independent retailers and gift suppliers. The speakers focused on how businesses can use platforms such as Tik Tok to promote themselves and build a rapport with consumers. Thinking of independent retailers in particular, this sort of marketing could prove a useful tool for them to promote themselves within their community and beyond.
I took part in a panel discussion with three independent retailers. All three shared the fact that trading conditions are tough for them. In this context, using free to access media platforms, such as Tik Tok, could be helpful, although one point to note is that retailers can be time poor and may not have the bandwidth to take on more.
A related point here is that they also talked about companies pitching products to them and the importance of suppliers recognising that they need to help retailers understand the benefits of their product, plus show some appreciation of how the products will suit the retailers’ shop: think customers, location and existing product offering.
I talked to the retailers about licensing and the potential that licensed products might have for them. There was some nervousness around licensing for them in the main, due to concerns over pricing, and also matching licensed brands with their store profile. This made me think that there is a job for licensing to do within the independent retail sector with regard to presenting the benefits of licensing.
With this in mind, I mentioned that brand owners are generally happy to work with retailers to promote their brands including independent retailers. This can be in a range of ways including supplying POS materials through to locally focused PR campaigns.
Artists such as Angela Harding are great examples of how brands can engage with the independent retail sector. I have seen numerous examples of curated collections of Angela’s products in independent retailers recently. A good example is the gift shop at Gilbert White’s House in Hampshire. It is also worth remembering that creators like Angela are now active on social media and often talk about their products; in another context they might be called influencers.
It has also been interesting to see Christmas ranges rolling out into retail recently, with licensing and licensed products well represented. For example, Tesco has a FSDU featuring gift bags and giftwrap in their Metro stores which includes brands such as Bluey and Elf. In the same store, I saw thar PMS has placed an FSDU with their Elves Behavin’ Badly products. It seems that retailers are increasingly looking to FSDU and clip strip programmes to drive sales. In this context licensed brands can work well as they are recognised by consumers. People are shopping in different ways and locations these days – in store recognition is an important way of influencing purchase while consumers are in store.
It has also been good to see licensees, such as plush supplier Rainbow Designs, supporting independent retailers with branded FSDUs. I saw independent retailer Dragonfly, based in Cheam, featuring a Paddington in Peru FSDU in their window – a great way for an independent to benefit from the marketing push behind a new film albeit a film featuring a much loved classic character.
Another simple, but effective way of retailers making the most of popular licenses is to site products side by side. An example of a retailer who does this effectively is Waterstones. They signpost specific authors and characters well. Alongside books they range plush and other products together -with suppliers such as Aurora helping to coordinate this.
It is an example of how a well-established and knowledgeable suppliers of licensed products, such as Aurora, can help a retailer navigate the licensing seas. It may seem daunting, but with qualified help and advice the licensing journey can prove to be a rewarding voyage for retailers – big or small.”
Ian Downes
Start Licensing
07776 228454 | twitter.com/StartLicensing
Top: Ian Downes runs Start Licensing, an independent brand licensing agency.
