To Stay Competitive, AM Retailers Offer Framing Options
In the article “Frames for Everbody” (AMR Fall 2007), Brian Buell of Logan Graphics offered this advice: “Do offer solutions for all types of framing customers, including an assortment of readymade frames, attractive custom framing options that reflect current art and home décor trends, as well as tools and supplies for the DIY artist/framer.” Our most recent survey revealed that in order to stay competitive in the framing business, AM retailers are doing just that. Here are the details.
1. What types of framing options do you offer at your store?
(Some respondents checked more than one answer.)
Custom framing services – 83%
Framing tools – 70%
Readymade frames – 72%
Do-it-yourself frame kits – 30%
Do not offer any types of frames – 9%
Here’s how they described sales within the following frame categories:
2. Readymade frames
Increasing – 47%
No change – 41%
Do not offer these – 12%
3. Do-it-yourself frame kits
Do not offer these – 63%
Increasing – 23%
Decreasing – 8%
No change – 6%
4. Framing tools
No change – 67%
Increasing – 21%
Do not offer these – 7%
Decreasing – 5%
5. Custom framing services
Increasing – 45%
No change – 42%
Decreasing – 13%
6. Do you think that selling both readymade frames or kits and custom framing services puts you in competition with yourself?
No – 89%
Don’t know – 11%
7) Do you think it’s important for art supply retailers to offer framing materials and/or framing services?
Yes – 73%
Don’t know – 18%
No – 9%
8) If you do not sell frames or framing services, why don’t you?
(Some respondents checked more than one answer.)
Don’t have the expertise – 52%
Other reasons – 35%
Don’t have the space – 13%
Readers also said:
“I don’t offer readymade frames anymore because my distributor stopped carrying them due to all the breakage in shipping. I don’t have room in my original store to do custom framing, and lack the expertise and staff at my larger store, although I would like to expand into this area.”
“Art supply retailers should offer frames because diversification is important, but you better know what you’re doing ...”
“Framing is almost 50 percent of our business.”
“We are looking at handling higher-end readymade frames. The problem is that most of our customers who would want a readymade frame do not have pieces that would fit into a standard frame. It is a conundrum that we just can’t solve. We do carry a limited number of photo frames, but we can’t sell them cheap enough for the average person who is going to pick them up at the discount stores.”
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