In retail, there are no easy answers on how to increase sales. The buying market is always subject to trends that rise and lower like tides but with far less predictability. Every purchase of stock is a gamble, every inch of shelf space is valuable and every minute of every day is costly if not spent wisely. So what can the comic book industry do to help bring itself to prominence like other retail industries such as music or fashion?
The first answer is quite simple but potentially not understandable depending on which side of the counter you happen to be standing on. Being behind the counter (clever, eh?), I see what I believe will help grow the industry; a national chain of stores.
Right off the bat most people would think that a national chain of comic book shops would spell doom of the local retailer and, while it would be a challenge to adapt to a competitor with massive resources who can staff, stock and sell beyond our little “Mom & Pop” wildest dreams, it can be done and in many ways, needs to be done.
The benefits to a national (or even international) chain of stores outweigh the struggles of survival, in my opinion and are for the good of the industry as a whole. The stability and growth of the global comic industry is far more important to me as a collector AND a retailer than anything else. So what exactly does a “Comic-Mart” bring to the table?
First off is purchasing power. A mega chain placing large, consistent orders offers stability to publishers, knowing that there will be some minimum order just from them alone. Most of you may not know but local stores sharing the same name actually get to compile their orders together under the same “umbrella” account to help meet certain discount plateaus (the more you order, the better your discount is from Diamond Distributors). This really isn’t an uncommon practice when you think about it and it is why bigger chains can sell certain items for less to the consumer (benefit – the publishers and you).
Secondly, a national chain, properly positioned and financed, will have the capital to advertise, a practice that is basically a four-letter word in the comic community. I’ve touched on the lack of comic book promotion in the past, noting the absence of ads in either TV, radio or newspapers except when coupled with other comic related news items (DC Comics receives “advertising” during episodes of Smallville. But who watches Smallville?) This practice of internal advertising I perceive as cowardly and foolish but without a store of dominance with the resources to back them up, which little shop can afford to put together a multi-tiered ad campaign? None of us and with the Big Four publishers not even considering the notion, we’re left to our own devices. Having a “McDonald’s” in our mist would be a benefit as they would take the reigns and advertise to bring in NEW clients, primarily for their own desires but any growth is a plus.
The third major benefit goes to you, the consumer, as these uber-stores offer you more in the ways of more selection and deeper stock. On holidays and can’t get to the store for two weeks? Not likely your favourite will sell out while you’re gone at the “La Senza” of comic shops. And the “pull system” will be no doubt polished to a fine machine as, again with the proper financing, the structure will be in place to not only establish the system but make sure it operates efficiently.
By no means is that all and in the coming weeks I want to touch on operations, distribution and more, hopefully keeping it insightful and entertaining. I’m sure you have many comments and concerns about this topic so leave your messages below and I promise to touch on all of them. And to be helpful I will make sure to get back to regular posting on a bi-weekly schedule to as not to jam to closely to Kevin’s “Six Panel” column and giving you something fresh to read each week. Stick with us at CanadianGeek, it’s gonna be a fun ride!
The Shepherd
Brian said
October 23 2006 @ 4:23 am
The first thing that came to mind when reading this post, was “Mile High Comics”.
They’ve been in business for a long time, and so far have a grand total of 4 stores. What’s up with that? Why have they been so slow to grow? Have they been slow to grow, or is that just my perception? They may be thinking that the interweb is the answer, I guess.
Are they proof that a chain is but a small, part of the solution?
What other business practices are used by other successful industries, that could be more of a impact? (Marvel and DC are foolish not advertise in all of those gaming magazines!!:)
Do we need to have a chain? (not that I’m against the idea
Maybe we just need a co-op, to start off?
Just some stray thoughts here.
Bri
Kevin Sole said
October 23 2006 @ 7:29 am
I entirely agree.
Maybe it’s influenced by the fact that I used to work behind the counter, but I realize the potential, and even the necessary aspects of this for the industry as a whole to grow.
I’m fairly sure Steven Grant commented on this before; that, comic stores need to start acting more professional. To the extent of wearing something resembling a uniform, and nametags. It’d be a start, at the very least.
But a chain of stores, wow. The possibilities. I had so many thoughts about streamlining the operation when I worked at CK; none of them were particularily listened to though. But I recall a lot of it having to do with using the power of the internet to keep in touch with your customer base regarding what comics are shipping (specifically in their file), what comics we are recommending (based on their file). There is just unlimited possibiltiies, and bring that sensibility to a chain… it’d work!
Happy Harbor Comics said
October 26 2006 @ 10:14 am
In response to the Mile High question, Mr. Rozanski, owner of the stores, is a firm believer in internet sales FIRST. In his series of articles in the Comics’ Buyers Guide, he has said repeatedly that the only way for new comic stores to survive is to go on the net becasue the overhead costs of a brick and mortar are too high (in his opinion).
And Mile High has had other stores that have come and gone though I can’t say for sure if they ever had more than 4 at one time. However, their purchasing practices of attending cons and cleaning out $0.25 and $0.50 bins and building their inventory has worked for them but done little to help the industry as a whole.
Dollman said
October 26 2006 @ 11:44 pm
I’m really on the fence with this. When Chapters first arrived in town circa 1997, I was pretty adamant that I would never buy from them. To me, Chapters’ Wal-Mart approach to book retailing, represented everything I hated about big business. I rather support the local Greenwoods and Audreys.
This “holier than thou” attitude ended the minute I stepped into the first store on Calgary Trail. While staffers were generally not as knowledgeable as the indies…man their selection was incredible! Plus they had lots and lots of couches and easy chairs for people just to browse or read an entire book if you wanted.
Naturally, acting as a quasi-library was bad business practices for Chapters. This practice was quickly squashed when the evil Heather Reisman and her vulture funding husband Gerald Schwartz save Chapters from bankruptcy and merged it with Reisman’s Indigo Books.
Still, it was pretty cool when Chapters pre-Indigo ownership, was able willing to let people try a book for buying. I always ended up buying a book or two when I took advantage of their generous lounging policies.
The charm of HH is that employs the best practices of a big chain like Chapters, but within the confines of small shop. While I applaud Jay’s vision, I can’t see how you can maintain the personal connections in a chain setting.
This past weekend, my buddy and I just bs with Jay for a good two hours on a lazy Saturday on both the business of the hobby and the hobby itself. I’d hate to lose those conversations, which inevitably will disappear in a chain environment.
Happy Harbor Comics said
October 27 2006 @ 12:37 pm
Dollman,
Of course, the chain element wouldn’t be perfect, almost a necessary evil as it were. Also, it’s unlikely that a comic store chain would compare, store by store, in size to Wal-Mart or any other. They would still be under 5,000 sq ft (probably) as compared to 20,000 and more of any other chain.
Think of lingere stores, shoe stores, jewerly stores, etc. Small shops but as part of a chain they have massive revenues, fantastic advertising potential and each store is, generally, well-staffed as it is not a massive warehouse of product that needs to be manned by a small army. One good GM and a couple of well picked staff can make any store welcoming.
Serge said
October 29 2006 @ 10:36 pm
I have to say that after reading The Sheppards article above I was taken over by a warm fuzzy feeling. A mega store with great inventory and excellent pricing! This is ever collectors dream whether it be comics, sports cards or collectibles.
I agree that a chain of stores would be the best thing for the industry. The posibilities for growth would be limitless. Kids today don’t read because they aren’t exposed to the variety of material that I was as a kid. A little exposure to todays young generation would turn a lot of kids onto comics and reading in general.
The biggest challenge I could forsee would be finding the “right” staff. The proper staff can make any shopping experience a positive one.
With the increasing cost of labor it would seem difficult to find and retain the “right” people. People with the skills that Jay and Shawna have do not grow on trees. Next time you are shopping take a close look at the service you are getting. Guaranteed it’s not as good as what you get on a daily basis at HH.
Brian said
October 30 2006 @ 9:19 pm
Jay beats me with a stick, when I walk in the store, yelling at me the whole time.
And I saw Bryan with a bat in hand the other day.
But it’s still better then the service I get at Wal-mart
Just kidding folks, Jay just yells at me, he don’t beat me with a stick.
….well not everytime I come to the store
Bri