by SUE WARFIELD, President of the American Specialty Toy Retailing Association (ASTRA)
It’s a new year, and with it comes new trends and issues affecting retailers and manufacturers alike, such as artificial intelligence (AI), the evolving landscape of online sales, smaller footprints for big-box stores, creating better customer experiences in physical retail stores, and inflation leveling off. So how many of these will impact us at the specialty level?
At ASTRA, we are looking ahead to what’s in store for independent toy retailers and toy makers, as well as the industry as a whole. We believe that much of the future is determined by what we can do to work with our members and how our members work within their communities. Despite the trendy new headlines predicting what’s changing the retail landscape, specialty retailers should focus on the following tips, which will continue to set them apart:
Promote local, community engagement:
In 2023, we saw a big increase in consumers who craved the in-store experience. Forget having to walk through a massive store to find the specific things you want or browsing through endless aisles to discover what’s new. Instead, encourage consumers to enjoy the specialty experience offered by local businesses and take part in the events they offer.
Provide service and a knowledgeable staff:
When shopping for toys, customers are searching for the best toys for the kids in their lives — whether it’s a toy that’s age- and ability-appropriate, one that will last, one that inspires imaginative play, or one that will simply hold a child’s interest. At ASTRA, we are rolling out our Certified Play Expert (CPE) program online as well as offering more in-person classes around the country. This program dives deep into the intricacies of child development, helping toy industry professionals gain insights into the profound significance of play at every stage of growth, including adulthood.
Act fast:
Independent retailers can pick up on local trends as they develop and act upon them faster than big-box stores. In many cases, specialty shops are the ones who start the big trends! Listen to your customers, pay attention to what people are looking for and what’s trending, and become the go-to destination for it.
Develop a digital presence:
With screen fatigue and issues with “what I saw and ordered online wasn’t really what I got,” more consumers want to shop and buy in person. But we can’t ignore the fact that more people are shopping — and browsing — online than ever before. Whether you open an online store with delivery capabilities, develop Instagram or TikTok profiles, or start a weekly newsletter, it’s important to engage with your customers online.
Elevate your displays:
Average sales are up as products seen in person make the buying decision easy. Let your customers see, feel, and experience the products you offer — it’ll help them better understand the products and lead to an easy purchase.
One of our biggest superpowers at the specialty level:
We are real people with real knowledge, ready to serve our communities. With AI being used in so many ways, people are beginning to wonder whether it’s bots or humans behind so many customer service experiences. While there are ways we can use AI for efficiency and to power through more mundane background tasks, what about the personal, authentic, caring, and understanding interactions we crave? These experiences can only come from people. Let’s never forget that in the toy industry: We shape the future!
This article was originally published in the February 2024 edition of The BIG Toy Book. Click here to read the full issue! Want to receive The Toy Book in print? Click here for subscription options!
