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July 14, 2010 •
Bonus Online Content: A Wakeup Call for the Stationery Industry

National Stationery Show (NSS) organizers deserve kudos for hastily arranging a most informative seminar: Navigating the Journey from the 2D to 3D World. The May 15 event provided much useful information and analysis on rapidly changing patterns in social communications and its impact on the stationery industry. It was a most timely and useful wakeup call.

Keynote Speaker Paco Underhill of Envirosell made an eloquent presentation on emerging trends in consumer behavior and how savvy retailers should position themselves to prosper. Visual language is evolving much faster than the spoken and written word. Local businesses have a vibrant future if they can convince clients “that they care about them.” Mr. Underhill says stores have to become a “temple to communication” where shopping is convenient, fun, interesting and, most importantly, local. Many examples were cited to improve store design and encourage the creation of a “comfort zone” in the store and to reach out to customers using all forms of social media.

Then a panel discussion was moderated by Adam Glassman, creative director of O. The Oprah Magazine, entitled “Today – The Issues, Solutions and the Next Five Years.” All the panelists agreed that the stationery industry is undergoing considerable turmoil as a result of changing patterns in communication. Violet Brandwein, senior buyer, Kate’s Paperie, commented that “as online and traditional distribution channels become blurred, bricks-and-mortar dealers need to forge a new relationship with their vendors to coexist and prosper.”

All panelists agreed that consumers wanted the best of both possible worlds: the convenience of shopping online and the service-quality and expertise of storefront dealers. In addition to building their online presence, dealers were encouraged to embrace some of the new technologies, particularly digital photography and technological advances in printing.

Following lunch, Dan Rubinstein, editor-in-chief of Surface Magazine hosted a panel focusing on “Connecting with tomorrow’s customer and the one ten years from now.” The panelists were all experienced analysts who track behavioral trends among two consumer groups: children between 7 and 12 and teenagers. While difficult to generalize, this generation is unlike any other where the “real world” is simply an extension of their online world. Reaching these consumers requires different skills to keep up with them and engage them in a medium where many stationers do not feel entirely comfortable.

The panelists agreed that this is a generous, cause-driven generation. Nevertheless, one needed to engage them in an online medium by creating buzz, sharing experiences, telling stories and creating brand awareness through participation. In fact, one panelist suggested that the stationery industry might consider using a card or invitation as a way to continue the dialogue online.

The last panel discussion certainly took many in the audience out of their comfort zone and, indeed, was a sobering wakeup call that much needs to change within our industry to deal with the elephant in the room: digital communications. Certainly, most independent stores are ill-prepared to build a meaningful online presence, but most importantly, paper companies need to demonstrate conviction and leadership to preserve both their own brands and the industry. The craftsmanship in producing fine papers and the tactile experience and relevancy of written communication has never been more important or worth defending. It would be terribly sad if we were to deprive this new generation of consumers the experience of writing a hand-written note.




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