Answers to a hypothetical question: part 1

Some time ago, Scipio, at The Absorbascon, asked some hypothetical questions about you would do if you owned your local comic book store. Inspired by this, I've answered them. The answers will be posted over the next few days.

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What would you change?

I go to several comic shops, predominantly in London. I have visited 70+ shops the country and the world (Ireland, USA, France, Spain, Italy, Belgium amongst others), as well as attending 12 comic fairs a year. Consequently I will have to speak generically and try and take the best from each.

If you want to have a successful comics shop, and have competition in the area, then you have to compete on price. I get my comics from Orbital on Charing Cross Road when I am in London because if you subscribe to over 20 comics a month (including miniseries) then your dollar rate drops from 65p to 60p. So, you get this trend where people who would normally subscribe to 15 titles a month subscribe to 20 because they are chasing a discount and feel that they can try out new titles. Looking at current buying trends, most DC fans will already be buying 5 comics a month regardless (4 Countdown miniseries + Return of Donna Troy). It really is easy for people to upsell themselves from 11 to 20 comics – I’ve seen it with my own eyes!

A successful store covers all of the bases. This is why the Forbidden Planet Superstore on Shaftsbury Avenue still has comic business even though Orbital round the corner is cheaper – because people can go there and pick up books, DVDs, Manga, T-shirts, Toys and Comics in one visit.

The layout of most comic book stores needs work. I appreciate they may not be able to afford more space, but I feel they would benefit from a less cluttered approach. Why should the layout of a comic book store be any different to the layout of a “regular” book store? Spacious and clearly labelled areas are important. This will not be for the benefit of existing customers but will help generate new business.

You need a substantial back issue collection, or more importantly you need to make regular customers believe you are the go-to man for obtaining back issues if you do not have them in stock. If you do this you will build up priceless relationships with key clients which will only grow. Remember that salary inflation tends to beat price inflation so a small customer now will potentially be a big customer in future. Have periodic sales to generate business.

Your graphic novel stock must be better than the local bookstore, and the bookshop should know this and recommend that customers head there if they want something – book shops in England recommend each other if one is out of stock of something. People may well may make bookstores their first stop as they are nicer, friendlier places to visit but once they set foot in your shop you should have captured their business forever, as you will be more knowledgeable.

Although there is derision about having them, cards bring in the kids and so they can be the lifeblood of your store. A good retailer friend of mine survives by them.

If you are a local store your aim should be to be the first choice location for gifts for birthday’s and Christmas. Kids love superheroes – stock things that parents will buy and that they can afford. Then make sure that people know this through the local media/other cost-effective publicity.

I’m not sure how people will react to this suggestion, as at first it may smack of some kind of sexism but I think it has merit. Get girls to work in your store. It is one of the realities of life that sex sells, and the sort of people who frequent comic books stores will enjoy the female contact. Scratch that, every heterosexual male I know likes attractive women! Timid females making their first foray into the world of comics will also appreciate a girl working in the store too. Obviously employ her on merit though – she has to know something about comics! I went into Jim Hanley’s Universe when I was in New York last year and there were two attractive girls working in there. It just made for a different environment, and when you are selling identical product positive differentiation is key.