talkmagic.co.uk

Ok so just say a friend of mine was seriously thinking of opening a Magic Store in the UK....What would you lot as magicians feel would make a store better than others around? For example staff hours location library of tricks...what would make or break a shop for you...? what would make you shop there above everywere else?

Cheers

C

This sounds really stupidly obvious, but speed of service. I get really fed up with a certain well known London-based magic store because the assistants spend far too long demoing products, often when people are desperately waiting to be told that, no, they don't have any IDs in stock right now. Obviously, because of the nature of the work, demoing is a necessity, and can be a draw, but when it's at the expense of basic customer service then there's a problem.

First thing I'd ask is do we need another Magic store - is there a market which isn't already covered by the dozens of existing magic outlets? The current ones all have slight differences but bottom line would be swift processing and despatch, low prices and good after sales service - as in any other trade.

for me, if it was an online shop I'd like a nice friendly voice at the end of the phone in case I needed to query anything. A good range of stock, maybe selling a nice range of utilities and possibly things that you can't usually get hold of, like balls for cups and balls singularly.

A good fast delivery, free delivery and reasonable prices also really help too.

What if the store did same day delivery on web sales within a certain radius? or an emergency call out service for if a prop breaks at a gig?

The only problem with same-day service like you suggest, is that you need the staff to maintain that level of service. There was an online store (not magic) based in NY that offered same day shipping. It worked rather nicely at first, but as soon as the buzz went around town, and more orders came in, they quickly realized they were incredibly understaffed - and after a slew of failed deliveries, they lost a ton of business, eventually dropped the service - and then shortly afterwards, went out of business.

I'm not saying it's impossible - but be sure you have the capacity to maintain that service.

As for "emergency service" be prepared to have that abused like crazy. Every order will suddenly become an emergency. Give people an inch - they'll take a mile, so to speak.

Magic Chris wrote:What if the store did same day delivery on web sales within a certain radius? or an emergency call out service for if a prop breaks at a gig?

I think I understand what you are saying here and the thought is great but if a prop breaks at a gig a magician cannot be relying on a magic shop to come bail them out, nor can a magician hold up the show to wait for a new prop.

Magic shops here in the states already do that sort of thing. It is called professional curtesy. When Jeff McBride had his van broken into at a lecture and had a show packed in the truck a local magic shop stepped in and made sure Jeff had everything he needed for his show. I believe it was Hank Lee who stepped in but can't be sure. The details are a little fuzzy. There are quite a few cases like this. In Vancouver I used to bail out magicians who were performing on Cruise ships, I would get calls as they were pulling into port I'd go in on Sunday or whenever to make sure they got what was needed.

Magic business is a hard business as the market is tight. Really take Mandrake's advice to heart. Stop thinking 'magic business' and start thinking 'business' I've seen you have already done that by asking people here what they want in a magic store. But you have to take it further. Can you cultivate business rather then relying on the magicians that are already out there?

Can I give you a few ideas? Take them as you will. Build a client base. Make sure you have some cheap stuff, $3.00 cups and balls, 2.00 ball and vase, adams type cheapo stuff. Make up beginners magic kits for 25.00 dollars tricks that you pick from your own stock and that you can back up. Get magic lessons going and advertize them in parenting magazines or local shops that will allow you to do so. Get the kids involved as they are your future.

Get the local talent interested by hosting auction nights in the shop. We used to keep 10% of every sale and we did this about every quarter if I remember correctly. The magicians loved it. Once a month or so we had a "lecture night" It was more like open mic night. We would get magicians who wanted to show there latest effect or try out material for thier show. And as the dealer we would demo the latest effects in the shop. We didn't put on any pressure to sell just made it a time for magicians to gather see what was new on the market and a chance for them to stretch their wings. A 'safe' place to try stuff out. It was a blast. Plus we also had regular lectures.

Something worked because Perfect Magic started in 1974 and still going strong. But remember it is a business first. You don't want to create a "hang out" for magicians except at dedicated times. It is very unearving for a lay person to walk into a magic shop and sitting around a table are a bunch of magicians fiddling with some cards and you are being totally ignored and at the end of the day Mr. Magic dealer scratching his head wondering how he had people in the store all day and yet there is no money in the till.

Pay close attention to what peope here are saying. Be well stocked on the true and tried. Nothing is more infuriating then walking into a shop and the guy behind the counter is demoing all the new stuff but then does not have an ID or a TT or a replacement ball for the cups and balls because the store has spent all its money on the new stuff. And then half the time they don't even have the stuff they are demonstrating because they already sold it all yet dufus behind the counter is a typical magician and just can't help showing off. Or you ask to see an effect and they perform the demo but not the same as the instructions so you go home thinking you have bought this miracle (which you have) and you can go and do all the stuff the kid in the magic shop did. Of course the dufus threw in all kinds of fancy moves that have taken years to learn and does not really have anything to do with the effect, in other words you got sold a lie, because dufus could not keep his ego in check and just had to show off.

Okay enough of my rant, but you get my point look at things from a business side, listen and respect your customers and provide good reliable service.

Same day service is touchy. Sometimes it simply cannot be. Offer 3 day service (in most cases) and that way if you deliver in one you look even better. We also have suppliers that don't mind drop shipping for us. So even if we don't have it we can usually get it to our customers just as quickly.

Demitri is spot on there, I'd add that to maintain and finance such a high service level would require a generous profit margin - and magic items just aren't in that league. ame day delivery service is expensive, even the economy and next day servicies have been going up in price in recent times. Our carriers at work used to have a nett price for overnight packs up to 5kg. The figure is still the same but it's now plus 28% fuel surcharge and there's VAT on that as well.

For what it's worth:

When you do stock, be sure to stock a wide variety of products from the entire continuum of magic. I went into a local shop and being pretty focused on mentalism I asked about PK effects, Super Sharpie, Imp Pads, etc. To each he replied "no" or "did have, but I think I'm out". Finally I asked if he had anything mentalism or mental magic related in stock - closest thing was a ID - oh wait, out of stock. How about a brainwave instead?

My suggestion would be to have enough of each genre of magic that a beginner in that field would have a few things to pick up. After that you can cultivate a relationship and either order things in those customers that might be interested in, or allow him to special order through you. Oh, and as others have mentioned - stock the basics.

And one other note, a single demo for a single customer is just as, if not more, important than your highest paying gig (or 4). I was at a shop and a couple of the tricks he demoed, he flubbed. If we were in a bigger city or there were more choices around and there was more competition in the local market, it would have lost him business.

I might not decide that he missed the tricks so I'm done, but it would reduce my faith in him, his products, his advice, and even his employees. If there was a larger magic community here then it might start to have a serious effect.

A demo is a performance, the performer should either prepare adequately, or refrain from performing.

Beautifully posted Mage, it is best to describe the effects perhaps point out some attributes comment on the quality possible working conditions and anything else you can think of. If you have yet to practice it as a dealer do not demo it. Once you blow it you will never sell it to that person. So much better to tell the customer that it is impossible to keep up with the stock, either find a demo of it online or have the demo ready to go in the TV as most effects come with DVD's now. I always had a vcr set up in the shop for the effects I could not demo myself. It is usually easy to stop when the instructions come up.