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Maximizing
Profit Per Square Foot
For Time Factory Customers, the Writing’s
On the Wall
July 24, 2006
What is the most profitable item, per square foot, in a typical retail store? For many, the answer is calendars. That has certainly been the case in countless hundreds of sporting goods stores, says Jim Purcell of The Time Factory, a premium calendar publisher known for its ties to NASCAR, as well as its NCAA licensed products.
According to Purcell, it’s a market that many stores have yet to fully appreciate.
“Consumers
are very brand loyal to NASCAR and to collegiate,”
he explains. “Dale Earnhardt Jr. fans are looking
for products with his name, his likeness, and his car. Collegiate
fans are passionate about their school and are willing to
spend a premium for unique items for the house and place
of work.”
“With the proper display and titles, we can design a calendar program for any size retailer.”
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Although calendars are The Time Factory's best-selling product line, its posters make up a significant part of its business, too. Due for release in the fourth quarter of 2006 is a new line of large-format repositionable posters called REPOs, licensed with both NASCAR and the CLC. One of the company’s hottest items thus far in 2006 has been kids’ coloring products, including Fuzzy Posters and Track Packs.
The Time Factory plans to widen its exposure this November with an exhibit at the Sports Licensing & Entertainment Marketplace in Las Vegas. Although small by comparison to many of the show’s licensees, they more than hold their own when it comes to maximizing the dollar output of just a few square feet.
“Small companies like ours attend shows like this to meet different types of buyers and to introduce products and programs,” says Purcell. “Come and see us.”
