b'STATIONERY BIZA variety of products on displayOh Squirrels famous at the Oh Squirrel pop up pom pom wallThe importance of physicalnew cards or working behind the CLICKS TOexperience scenes. She says: I love spending time With approximately 80% of UKwith customers, hearing directly what retail sales still taking place in stores,they think of my products and building BRICKS customers often want to touch and feelrelationships, all of which lead to products. In fact, this is particularlyincreased customer loyalty. relevant to tactile categories such as From online to offline,stationery, and for customers makingUnexpected benefitsREBECCA SAUNDERSpremium purchases. Often, cards andEleanor can also make bespoke cards stationery tap into a requirement forand notes whilst customers wait: They shines a light on why theimmediacy, with customers on theirare excited to see their products being future of digital brandsway to an event (greeting cards) or inmade, and its also a good way for me to could be physical need of something new (like notebookstrial new products in store. If a customer for example).asks for specific wording on a card, Ill Whilst online selling generatesoften make some extra in that design benefits in terms of data, offline sellingand put it on the shelves. She also finds offers other advantages in buildingthat the store can attract retail buyers: customer relationships, telling brand It acts as a showcase for wholesale stories and generating feedback. Katiecustomers such as Liberty, who are The digitally native era Wagstaff, founder of Oh Squirrel,looking for something new from We hear a lot about digitally nativeran a pop-up shop in Muswell Hillindependent brands. brands achieving sky-high valuationsin Autumn 2018. She says: AnySo what can a stationery brand do and taking market share fromopportunity to meet customers faceif they are considering launching a incumbent retailers. An interestingto face is such a privilege, so having aphysical space? trend is these brands are starting tolovely atmosphere and location where open stores, particularly in flagshipthey could hang out and spend timeLocation is criticalcapital-city locations. Encompassinghaving a really good chat was great.Decide on a temporary or permanent every sector and including every productMarby & Elm, a letterpress-focusedspace, and pick an area that you from mattresses to razors, this appearsstationery company led by Eleanorknow well (or spend plenty of time to be more than a fad, enabling direct- Tattersfield, has also developed athere, speaking to nearby retailers and to-consumer companies to acquiremultichannel strategy. Eleanor openedreviewing customer demographics). customers at rates that may even beher Clerkenwell store several years agoMarby & Elm is located in an area cheaper than paid digital channels.and works on site, whether printingwhere Eleanor was already working, one 72 SPRING//SUMMER 2019'