Great Back-Stories Makes Buying Fun

 Great Back-Stories make buying fun.  What's a Back-Story?  It's the story behind an object or product.  In your home it's the objects that family and friends are drawn to.  The objects that stimulate questions as to their origin.  And, you immediately begin relaying the story behind the item . . . its history, who gave it to you, where you purchased it.  Did you find it on vacation?  These Back-Stories then become the Front-Story.

 The same rationale applies in retail . . . You want items that customers are drawn to.  Items they want to know about.  What is it?  What does it do?  What's it made of?  Where was it made?  Is it really old?   I've spoken with a number of retailers who are doing well in spite of the travails of this economic situation in which we are currently mired.  What do they have in common?  They've all sprinkled their stores with fascinating "found" objects that spark consumer's interest.  These retailers have wandered through garage sales, antique shops, resale shops, craft shows, etc. looking for unique pieces.  Displaying these one-of-a-kind finds on the shelf with their regular inventory triggers queries from customers.  Most vital is that one-of-a-kind objects stimulate a sense of urgency to "buy it now."   Sharing the Back-Stories of these items is an entree for a one-on-one conversation with a consumer.  These Back-Stories become the Front-Story.

 Recycled and reclaimed products have wonderful Back-Stories.  Hand-made and Fair Trade products are feel-good stories.   Escama Studio, a Fair Trade company, works with women in Brazil creating handbags and totes from recycled soda can pull-tabs crocheted together.  In each bag is the signature of the woman who crafted it.  Going to Escama's web site you can locate a picture and bio of that person and send her a special thank you email message. That's a fabulous Back-Story!

 A reincarnation is achieved when reclaimed materials are converted into new products. Eastique has created a furniture line from 19th century Burmese teak railroad ties that the British used when laying rails in India and Africa.  Another wonderful Back-Story.

 A product discovery while on vacation creates a superb Back-Story.  An­tiques or vintage items salt and peppered among stock items each possesses its own Back-Story and a Front-Story can be how well it coordinates with other merchandise.  Give shoppers an experience; make shopping fun, engaging and entertaining.  An item's Back-Story becomes a wonderful Front-Story for consumers to share with friends and family.  It's that story behind the item that contains the warm fuzzies and is often what nails the sale.

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