You've everything ready for end-of-year campaigns (I hope). 2018 budgets are being thought about (at the least) and you are looking for projects that will make next year inspirational, increase engagement – and give your finances a boost.

 

A lot of High Streets are being decimated. Brands you remember (even if you are a millennial ...) have come and gone – or just gone. There is though one group of stalwarts that the internet seems not to be able to rampage all over and that is the Charity Shop.

 

This post is about a shop, a shop run by a charity or Not-for-Profit, but it is nothing to do with the business model than many large (and small) charities use to have a steady income. This post is not about the principle of a 'steady income'. It is about impact and a shop being an event.

 

This post is also far shorter than many of the other posts I've written for Charity Connect, so those who've seen my name as author and have previous experience of nodding off, please stay and (hopefully) be prepared to be excited and inspired – and about 10 minutes of reading time (max).

 

I do use the word 'change' a lot, whether it's here on Charity Connect or talking with commercial clients. We all really don't have much of an idea of what is going to happen, let alone the effects of what has already changed in our lives, all because of that box of electronics in our pockets – and a bit of social media.

 

What I can say to you is that all the industry leaders I see, watch (online) or read about; they talk about experience, events, being different, and in retail (and in food/restaurants) the word 'Pop-up' is a mantra.

 

I'll try to illustrate this with some links to features and reports about 'retail' and to hopefully give you some ideas and the inspiration to make something of this authoritative advice. Yes, several of these links are from US sources (and about retail in the USA) but whilst there are differences between our High Streets and the shopping malls that American shoppers are more likely to use, those differences don't invalidate the advice and analysis given. We have lots of out-of-town retail parks. People in America have supermarkets and convenience stores. So where to start?

 

This is a quote from an expert who presented at 'Shop.org' – this link will take you to the three key-takeaways that this online trade web magazine thought came out from a huge conference.

 

 

The rest of the article is 'background' you can browse through.

 

Another 'browse' (actually a 20 minute listen – as its a podcast) is this leading expert talking about the future of retail.

 

One final 'browse' is this article about the state of Retail in 2017 – there is a link to the full report this editorial is based on very near the top of the page.

 

Some key quotes -

 

 

 

 

Here is one bit of editorial from a UK web magazine – do browse other pages as well but this one is all about what bricks and mortar retailers should learn from e-commerce.

 

 

I'm not suggesting anything which stocks the variety of more 'normal' charity stores – try to find stock for one retail segment – anything from crockery, sports, fashion, vintage, lighting, records/CDs, books, furniture (yes – if you get a great deal on lots of space and can find a team to pick things up), antiques (low value), pictures/paintings, children's toys etc etc etc

If you need to have a partner (charity) or two or three, to make sure you have enough stock, then do so. It isn't difficult to label and price then record transactions so that each partner gets their share of the profits, that is if you don't decide to pool the nett income (which may well be the case)

You have to promote the whole thing – to get the stock and then to give the shop this short timescale branding it must have – so you will need a proper landing page on your web site, you will need social media (run well), you will need shop fittings (see below), you will need expert help (PAC testing, valuations, H&S, accounts/banking)

You are going to need staff – but, and I write this from my own experience in our sector (taking to many many volunteers), whilst we all love people who stay with us for a long time, many people can't commit to any more than a few weeks. If your 'ask' is for that, they will be enthused and then ready for you to 'up-sell' (sorry, a commercial phrase) further support for your charity or group

When you ask for donations, be ready to say how you will price them. I have seen some ridiculous (over pricing) in charity shops, then we all have seen jumble and car boot finds that make a fortune on antique programmes. Have a think to yourself about say donating something that has a sensible value and seeing it sold for pence.

Records were produced in their millions so 50p an album may be appropriate but online retailers (such as say Shpock) is there so that the seller can set what they feel is a 'proper' price. Make your retail offer the same sort of thing. Have expert valuers to hand. If you are also selling 100 similar items, say men's jackets, you'll have a variation in brand make and condition to your advantage, as well as size ranges etc. You'll be able to offer comparison shopping.

Do set up a web site for your shop. Yes it's more work but you'll increase the credibility of the niche you have chosen, and you can preview items that you keep back for later in your trading period. You could even set up a pre opening privilege club – where membership comes with/from a donation

For all the costs involved in setting things up, look for transformational funding. Say (and mean it) that you want to keep and store the shop fittings so that you can do this all again. Why not ask your local Men-in-Sheds if they could help? Ask them to cost the materials then add on a donation for their work to produce you stands etc then go and find a 'sponsor'. If you paint displays, do so in a neutral colourway, or so that they can be re-painted (easily) should you offer them to others who take up the 'pop-up' model, someone with a different brand colour.

Finally – make your pop-up shop an experience! Set aside part of the floor space for seats (like a coffee shop) and have a way of showing your videos or films. Have refreshments, have stories on some of the wall space, do this more than once as you design your floor layout. Make some effort!

Show people where the money you are raising will go. Give an opportunity to become a 'friend' and, if they ask (don't push this!), enable them to make a direct donation. An experience IS NOT having the reputation that if they sit down and have a cup of coffee, some pushy fundraiser will cajole them into a substantial donation.

Finally (Part II) – don't worry too much about how your offer will affect other retailers in your town or village. The more of an impact you make – with a shop that is a brand and an experience – the more footfall will increase, the more PR you will generate for that street. I live in a town where there are five opportunities to buy a watch, virtually in a row.

 

 

So that is it. It is an idea which can only happen with the right location, landlord etc and lots and lots of hard work. Its over to you! I would add that this is my second post in a week and I have covered a subject that lots of people may be interested in. I have spoken to Emma and said that this isn't here to try and win the competition the Charity Connect Team are running for the most popular post. If lots of you like it, it won't win the competition!

 

It's come about because of one more feature that I found yesterday (see below) – and that all the other links were published in the last few days. This is the time of year when commercial retailers are looking to 2018. If you want to be on the High Street, you need to do the same!

 

The one last feature that I would highly recommend? Its for those of you with more 'advanced retail options, charities who can sell on-line. This is a high detailed (72 must-have) look at features an e-commerce web site should have. I can't see many (anything) its missed.