Opening a new business of any kind is an exciting, yet daunting time for the people involved. It is a dream come true to share your passion, in this case music, with your new or potential customers. We tend to focus on the rewards this can bring us (being our own boss etc) but I think it is important to highlight the risks and what we might do to mitigate them.
Starting my journey delving into the fascinating realm of vinyl has opened up dialogue with an eclectic mix of people driven by their own passions and tastes. For some people vinyl offers nostalgia, transporting them back to a specific memory, or time, or even their childhood / youth. Others may be captivated by the sound quality that vinyl can provide, giving those rich, warm tones we all crave (that unfortunately digital formats can not fulfill). Then you have the collectors, who want to hold a tangible piece of art in their hand; they want authenticity, rarity and outstanding quality.
Everyone has their own reason(s) to love vinyl, which means I need to be able to offer different types of vinyl for my diverse client base; a wide variety of genres, carefully curated, regularly refreshed and which captivate my audience. Not only this, but I need to think outside the box and be tuned in to their evolving tastes and newly developed trends. By keeping in touch with my customers, I am hoping to not only be offering them a service, but an exciting musical experience. I truly believe that by understanding my customers, I will be able to build strong relationships and a sense of trust and loyalty.
Having a passion for music is only the beginning, I need to have an inventory which is administered effectively. While I want my customers to find what they are looking for with simple categorisation and search facilities, I also want to engage them in a hunt for treasure. They may well unearth something they didn't expect, a new genre, unheard artist, the further down the rabbit hole you go, the more wonders there are to discover. Repetitive stock is dull, my pages need to remain fresh to entice people in.
Sourcing great records from distributors, labels, auctions etc. takes time and resources. Each decision is made meticulously for the benefit of my client base and the shop. Preloved items need extra care and attention ensuring the condition and rarity are accounted for, the correct grading is given and it is priced accordingly. Everyday is a school day, there is always more to learn. Although I may have only just started out on this path, I hope that my attention to detail and dedication shines through, and my customers appreciate I am not just a simple retailer / warehouse, my shop is a musical museum carefully selected and ready for them to explore.
I have been getting a buzz hunting for the next hidden gem, it’s a continuous quest, once one treasure is discovered, I am off to locate the next. I get great satisfaction from finding something I know will spark interest, and in some cases even know who will buy it!
Embarking on this journey has meant I needed to become an expert at juggling. From researching websites, social media, marketing, SEO and sales channels, to customer service, product requirements and understanding the market. I wanted to have a full understanding of what a start up business required, I wanted to do it properly and not go in blind. The first thing I wanted was a website that I felt was easy to use, engaging and displayed my items well. This turned out to be a challenge as no “off the shelf“ website builder did that for me, so, I decided to start from scratch on Wix and build each element how I would want to view it as a customer. The feedback I received when the website went live was overwhelming, the comments were beyond my expectations, and I felt I had achieved what I initially set out to do. I want to continue to grow my understanding of website development and improve the site further as the business expands.
As a stickler for details, the accuracy of my product descriptions is vital and the images need to provide the customer with all the information they require to make a purchase they are satisfied with. Because the customer can’t inspect the record physically, the way the products display directly impacts my sales.
As expected this is then when analytics, SEO and social media can then influence the product visibility. It is an art form let me tell you, knowing what keywords to use, how much repetition is required, adding metadata; it is a minefield, but is an essential tool for any online business to harness.
From my experience so far, running an online record shop is far more than just selling records! It is inevitably about trust building, adaptation, understanding passions, providing an incredible service and most importantly creating a community. Without all of this you have nothing!
Starting a new business is an uphill struggle, but already I have seen glimmers of the rewards, and let me say it is heartwarming. I want to build on what I have started and hope to see you down the rabbit hole soon.
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