Wimberley Glass Works
Situation
Wimberley Glass Works' artistry has created captivating work in this medium for more than a decade. Each piece is fabricated in its own factory, adjacent to the retail store, in Wimberley, Texas—now a tourist destination brimming with shops operated by local artisans. Despite the brisk traffic, sales had grown increasingly stagnant and margins had weakened.
Analysis
Insufficient and inconsistent brand messaging. Though Wimberley had an established "fine arts" image, the store's décor, furnishings, and messaging did not reinforce this. The lack of high-priced inventory removed any chance of the products telling the story. Un-maximized retail sales (by outlet, by target or by effort). No retail products were available below $99 or above $299, so no products were suitable for impulse buys. High-end products were not part of the store inventory so these did not sell in any volume.
Recommended Solutions
Upgrade the retail space "art gallery" status. Create new literature and sales pieces to specifically communicate this positioning.
Produce a promotional line offering limited edition pieces. Small production runs and tight windows-of-availability are powerful motivators.
Create a line of low-priced impulse buys to appeal to the tourist traffic.
Target the existing customer base with direct mail and product catalogs that help build brand loyalty and move these customers to higher price points.
Results
Sales increased by 50% in the first year, and 65% in the following year.
All price points and purchasing occasions are represented in the new store.