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Fan Appeal Keeping C&I Collectables On Top Of Its Game
November 12, 2009
In good times and bad, one thing in this business is clear. Sports fans will find the dollars to spend, providing a retailer has what they want. That simple idea has been the driving force behind the success of C&I Collectables, a company known for its trading card Team Sets and high-quality Sports Plaques. C&I’s straightforward approach to the business is geared for maximum appeal to fans...and minimum hassle for retailers.
“The main thing to understand about our company is that we're totally oriented toward the consumer who is a fan,” says Sales Rep Coordinator Steve Boss. “That makes us different than many companies in our field, who are oriented toward the collector. We have fun, we give fans what they want. And that’s good for the retailer, because we make their customers smile.”
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That goes for team sets—C&I is the sole distributor this year for NFL and NBA sets, and also does baseball—and plaques, which range from six inches to magnificent two-feet by three-feet. Right now C&I is offering a new piece celebrating the Yankees’ 27 championships.
“Our products continue to sell, even in a down economy,” notes Boss. “And they sell day-in and day-out.”
Most retailers understand the customer appeal of team sets. Fans can get the players they want for a few bucks instead of having to invest a small fortune opening foil packs. In terms of plaques, that business can be trickier. According to Boss, this is where C&I—in business since the 1980s—truly shines.
“We know what plaques work in what types of retail environment,” he explains. “We know who sells in what marketplace. We can tell retailers exactly what they should have, and keep then up to date. People love their sports heroes—if you have the right players in your store, you’re going to turn these items on a daily basis.”
If you don’t know sports, or don’t want to be bothered, C&I has the expertise and statistics to make sure a store gets the right players. The company’s goal is to make it easy for a storeowner.
Boss notes that some sporting goods retailers question whether sports plaques and cards have a place in their merchandising mix. His response is that many national chains carry C&I products, with some reporting that C&I is their biggest ancillary vendor.
“How can you argue with that?” he asks. “These sporting goods chains are pretty smart about how they utilize their space.”
