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"The Art of Choosing"

Framar

SPFG, Supreme Picture Framing God
I just watched a fascinating interview with author Sheena Iyengar. One tidbit from this: Baskin Robbins became a famous ice cream store for offering 31 flavors. No one would ever patronize an ice cream shop that only offered three flavors. Yet 50% of Americans still choose only vanilla, cherry or chocolate when they buy ice cream

What does this say for us in frame shops? I sell the same frames over and over and yet I have thousands of samples in my shop and, of course, every job going out the door is completely different.

Here is the author's website and also has a TED talk and but if you search on her name there are many other links from which to choose.

http://sheenaiyengar.com/the-art-of-choosing/

www.ted.com/talks/sheena_iyengar_on_the_art_of_choosing.html
 
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Larry Peterson

PFG, Picture Framing God
I offer about 180 mouldings on my site, but 55% of all my sales are from three mouldings.

http://www.thepaperframer.com/mostPopular.php

And they are the same moulding, just different widths.

#1. 26% 1 3/16" Flat Black Matte
#2. 16% 1 1/2" Flat Black Matte
#3. 13% 3/4" Flat Black Matte

I have to dip down to #7 to find one that isn't black. And out of the top 25, only 8 aren't black.
 

tedh

SPFG, Supreme Picture Framing God
Another example of her research indicates that we should be careful not to overwhelm the customer with choice. Limiting corner samples to the six-or-so that we think would work best will result in less confusion on the part of the customer.

And make clean-up easier after the customer leaves.
 

jim_p

SGF, Supreme Grumble Framer
Another example of her research indicates that we should be careful not to overwhelm the customer with choice. Limiting corner samples to the six-or-so that we think would work best will result in less confusion on the part of the customer.

And make clean-up easier after the customer leaves.
I'm sure this gentleman agrees with you :)

saturday-evening-post-frame-small.jpg
 

Bandsaw

MGF, Master Grumble Framer
When the final choice is being made there must be at least 2 designs to choose from.

Then ask the customer if they want this one or that one.

Never get to a place where the choice is to buy this design or don't buy at all.
 

Rick Granick

SPFG, Supreme Picture Framing God
This is an extension of the old 80/20 rule, in which 80% of your sales come from 20% of your offerings. Definitely a help in deciding what to stick vs. special orders.
:cool: Rick
 

johnny

SGF, Supreme Grumble Framer
I thought some of her examples were contrived and the whole thing was a bit too critical of Americans.
 

EMcBride

SGF, Supreme Grumble Framer
Tucson is an odd market. We have a Mexican influence with a lot of bright colors and rough woods. I sell a lot of barnwood looking framing. Roma's tabacchino line sells a lot. Then we get the northern and northeastern people that seem to go for the darker mats and gold or oak (gag) frames. A fair amount of black frames, but not one specific size. And if my customer is a young man, black metal nearly everytime.

I'm not quiet when I think a customer is going in the wrong direction with their choices. Although I do have one customer, love her dearly, but when she leaves, I turn around and have empty sample walls. She likes her frames more then the art :)
 

Grey Owl

SGF, Supreme Grumble Framer
When I'm designing at the customers home or work-site, I generally start with 2 frame sample boxes. In most cases their selections will come from these.

The first box [5 to 10 frame samples] are those I think will probably be appropriate, based on our earlier conversations. {also include gold for old; black for young; some based on what kind of art, etc.}

The second box [10 to 15] is a "broad sample" of the kinds of frames I carry (eg, gold, silver, narrow, burl, smooth, etc.).

I start with the second box to let them know I carry lots of options, and also get an idea of what they like. I then show them the first box which almost always has what they want; The few times it does not, I know which to bring on my next trip; even then, they generally go back to one out of the first box.
 

couture's gallery

PFG, Picture Framing God
I think it's regional. We rarely sell a black frame. We are in rural citrus and cattle area and our best sellers are barnwoods and rustics with a lot naturals in browns and greens. Only balck frames seem to be corporate type jobs like hospitals and government stuff.

We also sell a lot of blue and orange ( Florida Gators) and gold and crimson ( Seminoles ).

We have over 2800 mouldings on the wall but concentrate the most popular 200 on two 8 sided spinners where we seem to do about 75% of our selections.
 
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