Living on the central coast of California, we are fortunate to have many antique stores to choose from. I’ve always been a bit surprised when the stores get a call from a customer asking for a specific item. I almost always hear the store owners say “we do have a couple of those; do you want to come take a look at them”? When the potential customer arrives, they may or may not be interested in the items available.
What if the owner had a scrapbook online of items that this potential customer could look at? A few things would happen. One is you would be able to capture their email address. Two, you may gain a customer. And three, you now have their email address for future mailings and newsletters.
By keeping a scrapbook both in the store and online, you create a “catalog” of not only items in stock, but also items that you can look for if a potential customer is shopping for a specific item. Often, those who are shopping for an antique are looking for something very specific. If they see a photo of what they are looking for, you now have the option to order this item for them or to search yourself to see if you can find it for them. Without the photo, words alone can not always convey precisely what the customer is looking for.
If you keep an online scrapbook, you may even pick up some customers from a few hours away, willing to drive in for the right item.
There are some wonderful scrapbook products on the market today. Try using some of the antique looking papers and embellishments.
Have fun in creating this catalog for your existing customers and for new potential customers.
