SGF, Supreme Grumble Framer
Sac's gotta be a real tough market right now Erick. Of course, what market isn't?
Hey Kirstie-I know you probably stay up with this stuff, but in survey after survey, consumers list several key things they look for (and price is one of them). Conveinence is always at the top
From Experian Research Services: "For retailers in markets where online shopping isn't as substantial,stores need to make convenience their No. 1 priority. Fifty-two percent of women shop stores because of their convenient location and 73 percent say that astore's environment makes a difference in whether or not they shop there. Additionally, 50 percent of women go straight for the clearance rack when shopping."Sources?
Well, yes and no. In the framing business you can have certain materials purchased at much lower prices and still offer discounted prices on those materials while maintaining staff ratios and customer service expectations. If you tip too far in that direction, however, you have to have less staff, less service, more space, less selection, and so on. I could easily go that way, but I'm not willing to give up the other part of the business--the higher end custom and DIY.So if you are going to compete on the basis of low prices, you have to set up your entire operation to make such a model profitable. Low rents, warehouse-like space, buying in bulk, limiting your selection of mouldings and mats, etc.
But Kirstie, you are trying to have it both ways. I think the DIY is completely consistent with a low-price model, even though it requires more staff. It communicates lower price, so it fits the model. You choose to have 2000 samples on your wall for higher end custom work, but it isn't necessary. Southwest could have a first class cabin, but they chose not to because it doesn't fit.
The DIY concept is interesting, because the customer not only gets to own the frame, but the pride of making it. I'd love to hear from DIY shop owners.
Does it work? Is it profitable? Do people frame more things? Do they switch to we-frame-it?