 Luke Harding, director of sales & marketing-inspirational channel, Gregg Gift Co./Enesco
www.enesco.com
What's new and in style in home decor today?
"We are seeing the evolution of a trend that supports subtly multi-functional home decor. There's pressure or demand to create lovely decorative accessories that push the envelope on their 'purpose' for existence. For example, we have a cross, figural item for decorating a child's room that on its own is aesthetically appealing, yet we have added three core elements to the product: it is also a photo frame, a piggy bank, and it has a dedicated area for personalization. The real trick is designing home decor products is to increase value by subtly enhancing functionality without diminishing the visual appeal."
How can Christian retail stores increase sales in this area?
"We increase our sales by highlighting perceived value through design enhancement. As the old saying goes, 'Good design shouldn't cost any more.' Retailers may be able to increase sales in this area by offering a group of multi-functional decor items which are visually highlighted through signage, or perhaps (by) creating a merchandising area specifically for this type of product, even if it means showing the product twice-within a thematically coordinated grouping and in this highlighted section."
In these tough economic times, has product pricing changed much?
"A difficult economy is a bit of a Catch-22 situation. As demand decreases, the quantity we can purchase does as well. When this occurs, pricing from the vendor base typically increases, and margins erode if pricing remains the same. ... Without innovation and the creation of products with higher perceived values, we force ourselves into realizing reduced margins and revenues. Our goal is to drive demand and value through 'newness,' innovation and design. If we are successful at that, pricing can become somewhat of a secondary concern, within reason, as our prices would reflect the value of the unique product. Also, we create excited customers and consumers-after all, that is a key ingredient to our success."
What is one of your company's most popular products at this time?
"Some of Gregg Gift's most popular decor items are our ceramic frames, wall plaques, and keepsake boxes from our 'Grow in Grace' brand. This brand celebrates the blessings of babies in our lives by showcasing our favorite scripture references on adorable decorative accessories."
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