The AIS Toy Import Programme is a great opportunity for our Members to access exclusive toy ranges with high profit return. We caught up with Grahame Hook, Group Buyer, Morleys Stores to see how this great scheme delivers excellent trading results.
Q: How important is the toy department to Morleys' overall business strategy and customer appeal?
A: The toy sections are a vital part of our business. They attract valuable footfall across all age groups, from infants to adults. We leverage launches, themed events, and interactive displays to create memorable experiences and drive repeat business. Our loyalty programme further enhances customer engagement.
Q: What is your approach to creating a successful toy range?
A: We consider several factors:
Core Suppliers: Building strong relationships with key suppliers like Lego, Jellycat, Mattel, etc., is essential.
Demographics: We tailor the range to the specific demographics of each store location and our online customer base.
Department Store Focus: We emphasise educational learning, and activity-based toys to differentiate ourselves from mass-market retailers.
Q: What inspired you to get involved in the Toy Import Programme?
A: The Toy Import Programme offers access to unique products that might otherwise be unavailable to independent retailers. Having worked with other import programmes, I recognise its potential to drive significant sales.
Q: How has the Toy Import Programme impacted your business?
This year has been a resounding success. The import programme has generated substantial sales growth at increased margins. In fact, the Import Programme finished the Christmas season as the number 3 supplier by sales and ranked in the top 10 for margin achieved, with sales exceeding 5,500 pieces.
Q: What advice would you give to other AIS Members considering joining the Toy Import Programme?
A:
Plan Ahead: Carefully plan order quantities based on anticipated sales during the programme's selling period.
Focus on High-Volume Items: Select products with strong sales potential to maximize returns.
Collaborate with the AIS Team: Utilise their expertise and leverage Member feedback to inform your product selections.
Offered twice a year, the Toy Import Programme features exciting, seasonally focused product ranges, sourced by the AIS Toy team, specifically to drive volume sales during key trading periods.
Interested in becoming an AIS Member?
Take advantage of our exclusive Member Important Programmes by becoming part of the AIS family. To find out how you can become a Member of AIS, complete the Become an AIS Member form for more details.
