In a retail world dominated by big box stores and large retailers, custom frame shops must find smart ways to find customers and compete. The large businesses attract customers with their convenience and pricing but lack the personalized touch and product quality that smaller, specialty shops can offer.
For custom frame shops looking to thrive, the key is not just to compete on price or variety but to differentiate themselves by offering superior service, unique products, and connection with their local communities. This article explores actionable strategies inspired by the successes or limitations of big retailers, tailored to help small frame shops enhance their business and stand out in the market.
Your ability to offer customized and unique framing solutions is a significant advantage over big box stores. Provide services such as shadow boxing, jersey framing, or complex collage frames that customers cannot find elsewhere. While “big box framing” can cut corners and focus on volumes of mediocre framing, local frame shops can be truly unique in their quality offerings.
In a service that is so oriented towards service, building a reputation for reliability is crucial. Always focus on providing the best quality possible, to ensure that your customers remain positive and loyal towards your craft and services.
If possible, obtain certifications from recognized framing institutions or join professional associations to boost your shop’s credibility. Acquiring skills and expertise in conservation-grade framing can be a deal-breaker to distinguish your business from the competition.
Always be upfront about any mistakes and offer to make them right. This builds trust and demonstrates your commitment to quality. Provide channels for your customers to submit feedback – you can turn these messages into bits of marketing for social media, and use the less-favorable feedback to improve your services, according to the feedback of your existing customers.
Having the right location can significantly impact your shop’s foot traffic and sales. However, any location can be accessed if you tell people that you’re there.
Is your business listed on popular internet map services? Can you be found in local business directories? Also, ensure that your frame shop is listed on search engines under relevant keywords, such as “custom framing in Liverpool” or “best art frames near me”.
In addition, Artglass framer map has been around for 7 years, connecting individuals seeking our specialty glass with the highest-quality framers. Register your frame shop in just a few clicks and let your customers come to you!
Even if your location is out of the way, you can think about how your shop can become a destination in itself by offering unique services and products that draw people in (think art classes, workshops, and local events).
Being “on the way” is about more than physical location; it’s about fitting seamlessly into your customers’ lives. Here are some other ways to do that:
Organize in-store workshops: Host workshops where customers can learn about art and photography or even try their own hand at it! This will create new artworks that they will want to frame and display.
Invite your customers in: Regularly update your storefront and window displays to catch the eye of passersby. Use clear signage that communicates your services quickly and effectively.
Events with local artists: Organize events where local artists or art students can display their work in your frames. For example, display local artwork framed beautifully in your shop, with placards giving credit to the artists and mentioning where the art can be purchased. This promotes the artists, gives customers a reason to visit, and reinforces the quality of your framing.
Participate in local festivities: Join art fairs, community gatherings, and exhibitions. Hosting an art night or participating in local events can increase your visibility among local art lovers.
A lot of people think of advertising when they consider their social media strategy. However, for small businesses, social media platforms are more effective at creating communities and standing out from the crowd. Being present on social media shouldn’t be expensive and break the bank. Instead, it can be used to highlight your unique offer, services, and stories. And remember – the key to social media is creativity and personality!
Showcase your work: Regular posts featuring your custom frames can attract attention and showcase your craftsmanship. They can also provide ideas and inform your customers about the range of services that your shop offers.
Engage your audience: Run contests where participants submit artwork for framing or vote on new moulding samples. This not only engages your audience but also brings them into your store, either virtually or physically.
Highlight your personality: What goes into a framing project? Who works behind the scenes? Create personal stories about your framing business that connect with local buyers!
There is no question that quality custom framing operates on a whole different level than framing corners in big-box stores. However, small businesses can utilize some of the ‘tactics’ from the retail giants to help their business strive. And it doesn’t have to come at the cost of your profits – there are simple things that you can introduce to make your services more convenient for your customers.
Understanding different customer needs allows you to create pricing tiers that accommodate everyone, from budget-conscious art students to collectors looking for high-end custom solutions. They don’t need to be set prices, but showing a price range category can considerably help your customers make the best decisions. Here’s how you can structure your offerings to appeal to a broad customer base while highlighting the unique quality that differentiates your shop from big box stores.
Standard-size frames with very few customization options at a competitive price.
This tier can cater to customers needing simple, quick framing solutions with standard requirements. Use Artglass UV 99 (regular, but UV-protective glass) to serve the best price and protection to your customers.
More customization options – such as a wider range of materials and specialized matting techniques.
This tier is perfect for individuals and businesses that require a bit more refinement. Use Artglass AR 70, Artglass AR 92, or Artglass AR 99 Water White to provide the best value.
Top-tier bespoke framing services that utilize the highest quality materials and craftsmanship (Level 1 framing).
It could include conservation framing, unique mat designs, or frames that are artworks in themselves. Use Artglass AR 99 Water White or Artglass Lifetime Acrylic to deliver the best UV protection and clarity.
Informational signs and cards can educate customers about the differences between the different levels of framing, helping them understand what they get at each price range. In addition, displays with framing examples at each pricing level help customers visually appreciate the value offered by more customized options.
While competing with big box retailers might seem daunting, custom frame shops have many tools at their disposal to carve out a niche and build a loyal customer base. By focusing on local accessibility, creating memorable shopping experiences, employing strategic pricing, and demonstrating undeniable expertise and personal customer care, you can distinguish your business in a crowded market. Each interaction is an opportunity to showcase your unique offerings and commitment to quality, turning casual shoppers into devoted regulars.
With these strategies in mind, frame shop owners are well-equipped to not only survive but thrive in today’s competitive retail landscape. Embrace the uniqueness of your business and remember: your personal touch and expertise are your biggest selling points against the giants.
The key to differenting yourself in the market lies in finding a niche and positioning your business as a leader in quality. This is an article about Katelyn and Nathan and their unique custom framing business “Brom’s Bug Box”, which specializes in framing preserved insects.
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