Giving the Customer What He Wants Retailers carry miniatures because they usually have a personal interest in miniatures, and customers demand them. Bill Hargrave, owner of Metalcraft Miniatures and More in Elwood, Indiana enjoys collecting and painting the figures and wishes to share that interest with others. Other retailers are interested in the historical gaming that uses the miniatures. For example, Shelton Yee of Gamemasters Distributors, San Francisco, California has a large personal collection. But Shirley Godfrey of Wargames West, Albuquerque, New Mexico carries miniatures because of customer demand and a desire to offer the gamer a complete line of products. Personal interests aside, each retailer we spoke with had suggestions for displaying and promoting figures. Painted displays are a good way to excite customer interest and increase sales. A painted scene or diarama gives buyers ideas for using figures in their campaigns. An imaginative display can create a lot of interest. Yee has a foot high dragon fighting a 15 mm army on display now. J D. Burdick, Dark Horse Miniatures, Boise, Idaho, has the same dragon destroying a castle. "We've sold three of those dragons," says Burdick. Hargrave sponsors painting contests and classes. By advertising the contests, he feels he's generated a lot of interest in both the figures and painting them as a hobby. Tom Schutt, owner of Kings Crown, Overland Park, Kansas offers a custom painting service for his customers, as does Scott Newberry, Yankee Doodle Game and Hobby, Kansas City, Missouri. Dick Sossi, The Ship Shop, Annapolis, Maryland has a battle scene with painted historical figures on display. Good lighting and easy viewing of the finished miniatures are more important than a diorama says Dennis Largesse, The Little Soldier, Alexandria, Virginia. Identification of the painted figure is essential. Schutt recommends putting the box or package behind the painted figure to facilitate recognition. Godfrey puts mirrors behind all the figures on display, painted or not. Every retailer who we spoke with recommended carrying paint supplies near the figures. Some manufacturers have racks available for storing the paint as well. Brushes, files and knives were other accessories suggested. Few stores carry scenery. These items are often easy to get at hobby shops or are carried in other parts of the store. Those retailers, who have a lot of historical figures, also recommended carrying a line of research books that illustrate uniforms. The books can be used as painting guides by miniatures gamers and are of interest to historical board gamers as well. To promote interest in miniatures gaming, Newberry sponsors a local miniatures convention. "We get an overabundance of tables and post a list of events. It's very loose," he says. Others support local clubs by providing gaming space in the store. Burdick reports that the store offers discount certificates to local club members for redemption in the store instead of space. Not all retailers feel the discounts are viable. Schutt says, "It's like throwing away money, the customers would purchase anyway." He didn't see any new buyers use them. A broad selection of miniatures is more important than having a vast number of the same figure. Largesse says he keeps his inventory low by having a small selection in many areas and then ordering specific items for customers from his distributor. "Customers come to me because they know I have something they can see." Newberry agrees, "The 'touchy-feely' aspect is very important." Letting customers get too close to a small item also results in pilferage. Godfrey keeps all the miniatures on pegboards behind the counter. Danny Kilbert of The Compleat Strategist, New York, NY has the stores displays within view of the cashier, as does Burdick. Yee recommends only having one or two of a particular figure on display. That way it's easy to notice if something is missing. Yee also suggests being friendly with the customers prevents shoplifting. Customers looking for fantasy miniatures are usually interested in individual items for their campaigns, and a popular game will help generate interest in figures. Historical miniatures buyers, however, are a very different group. When historical buyers purchase, they're interested in an army or in filling in an army they already use. Unfortunately, their large purchases are offset by a short attention span in a particular period. If a gaming group gets interested in a certain era, for example, ancients, everyone in the group seems to purchase an army Largesse says he sees a two year cycle in most periods. Then the group gets excited about another period. It's a good reason to maintain a small historical inventory. Yee agrees that he keeps a selection of painted regiments from various periods and encourages his customers to special order. While the miniatures may not mean big profits, they don't have to be a pain. You might even have some fun. Minimizing the Pain In the miniatures field, working with a distributor can save a retailer a lot of headaches. Especially if a retailer's knowledge of the field is limited. The most significant way distributors can help retailers is the distributor's inventory. Most distributors maintain an extensive miniatures inventory for their customers, the retailers. This means the retailer can custom order items from his distributor without tying up a lot of money in unnecessary inventory. Many distributors publish illustrated catalogs with retail prices. Then the retailer can put the catalog on the counter and help the customer select the figures he wants to order. Customers are willing to wait a day or two, if it means getting needed figures. The distributor can also help the retailer stay informed on current sellers. This information can be extremely useful to a retailer who has just started carrying miniatures. It's just as important to the distributor as it is for the retailer to be successful in this area. Success means profits for both of them. Knowing customers' preferences is crucial. If a retailer has never carried miniatures, he should let his distributor know which games his store carries are the most popular. Lou Zocchi of Zocchi Distributors, Gulfport, MS, says this information can help him determine what will work for the retailer. Ed Lukatch of Hobby Games Distributors, Chicago, IL, agrees, "There is a link between games and miniatures. Where games sell, then boxed sets of fantasy figures will sell." Lukatch suggests that a retailer start with boxed sets, then blisterpacks, and then move on to 25mm ancient lines before adding historical miniatures. Scott Wolpow of Dragons of Avalon Distributors, NY, likes to start his customers with blisterpacks, which sell faster. Bernie Sher of The Armory, Baltimore, MD, agrees, "We sell many more cards than boxed sets." Shirley Godfrey of Wargames West, Albuquerque, NM, starts customers with a combination of blisterpacks and boxed sets. "Grenadier's boxed sets sell best, and Ral Partha's blisterpacks sell best. I want the retailer to start with the popular lines," she says. Shelton Yee of Gamemasters Distributors, San Francisco, CA varies the ratio of boxed sets and blisterpacks according to the time of year. "Now (in November), I recommend a 60/40 mix of boxed sets to blisterpacks. It's the gift giving season, and a boxed set sells well." Yee drops the ratio to 10/90 in the spring and fall. "The customer doesn't have as much money to spend then." During the summer, Yee finds a 25/75 ratio is good. "Lots of new gamers are purchasing sets to get started," he explains. How much space can be devoted to miniatures, and the amount of money the retailer is willing to invest are other items the distributor considers when advising on the initial order. "Most people are surprised at the commitment needed to carry a line," says Steve Luckey of Balboa Games, CA. Lukatch agrees, 'A lot of people waste too much time and money in miniatures. " Most distributors are willing to assemble an initial order to fit the retailers' space and budget, and will accept returns on that order. Joyce Boyle of Greenfield Hobby Distributors says, "We work to get the store the best assortment for the money they want to commit." Sher encourages his customers to use The Armory's catalog as an extension of the store's inventory. "We list all the prices at retail, so the retailer can pull the catalog out and let the customer look at the figure." The Armory's catalog is illustrated, making it even easier for the customer. The store doesn't have to carry a large inventory, although a broad selection of figures is suggested. Several distributors agree with this approach and offer similar catalogs. Paints, brushes and other accessories are also recommended. Godfrey says, "You don't need a whole line, but some selection is necessary." Displaying painted figures will help sales. If no one in the store knows how to paint the figures, then painting guides are available. "Display the painted figures at eye level, and remember that the eye level of your customer might be five feet or less," Wolpow urges. Historical miniatures require additional accessories and knowledge on the part of the store owner. Most distributors suggest that the retailer learn fantasy miniatures before tackling the treacherous military figures market. "Popularity of historical games shifts very quickly. People buy an army then don't need any more Lukatch warns. Building a Better Army If many retailers carry miniatures because of personal interest, the manufacturers attribute the same reason for their entry into the field. Many were already active in miniatures gaming, and decided they could make better figures than the ones they were using in their games. Today, many manufacturers are in very different areas than when they began. "Fantasy figures were for enjoyment only when we started, now they're 99% of our line," says Andy Chernak of Grenadier Models Inc. "Fantasy sells the best," confirms Bill Neff of Ral Partha Enterprises. Current bestsellers are Grenadier Models Inc.'s, Dragon of the Month series. The boxed fantasy sets are selling well for Rafm Company, Inc., reports Jack Van Schaik. Neff says interest injapanese figures is high. The company plans to release a licensed set of Bushido figures sculpted by Bob Charette, the game's designer. 'Anything with a 'Ninja' label on it is moving well, " states Neff. J.D. Burdick of Dark Horse Miniatures says the Teenage Ninja Mutant Turtles remain very popular. John Olsen of Games Workshop U.S. reports that sales of the AD&D line of Citadel miniatures is also moving well. Licensing is providing the growth for fantasy miniatures. In addition to the lines mentioned, Dark Horse Miniatures will soon release a Groo line of figures featuring the comic character of Sergio Aragones, published by Marvel Comics. Games Workshop U.S.'s Citadel line of Middle-earth figures is available. Grenadier Models, Inc. has a line of Twilight: 2000 figures which is attracting new customers. Yet in the historical miniatures market, licensing is not viewed as a workable concept for historical miniatures. "The historical field is too open-ended and broad for licensing to work with a specific game," points out Van Schaik. Exclusive rights to market or import foreign lines is another story. Stone Mountain Miniatures does this with the Black Baron Fantasy line, and Alliance Miniatures is the exclusive manufacturer of Table Top Games. Trends in the historical miniatures market are difficult to evaluate. The historical gamer seems to move from one period to another with no determining factor to help predict his next area of interest. Olsen says, "The company feels there may be a better market here than in England now." Van Schaik sees a lot of interest in modern era figures. While Neff sees the new releases in Ral Partha Enterprises historical miniatures line of British colonials doing well. Steve Shearer of Alliance Miniatures reports the ancients and medievals lines are the most popular. GHQ is expanding its naval line to include modern river craft from the Vietnam War. The World War II MicroArmour line, still GHQ's most popular, is being updated and the accuracy of the figures improved if needed. Many manufacturers offer a wide range of support products for miniatures including rules systems, books, clubs, and newsletters. Enola Games offers rules for WWII, modern land and modern naval gaming. The rules are complex, however. Rafm Company Inc. has several rules systems for sale, ranging from beginner to experienced. The company also has several magazines, and various research books available by mail order. Ral Partha Enterprises has a Collectors Club, newsletter, and beginning rules to support its products. C in C Soft Metals Inc. has a retracting measuring tape with its logo on the side that is used by many gamers. Some companies are willing to travel to conventions and run events or supply miniatures for the event as well as for prizes. Ral Partha Enterprises and Grenadier Models Inc. both sponsor or judge painting contests and supply prizes. Rafm Company Inc. runs demonstrations at conventions, but it's selective as to the distance that must be traveled and size of the convention. Not only do these activities support the miniatures hobby, but they can serve as ways to introduce new players to the enjoyment of miniatures gaming. Many manufacturers are beginning to offer kits that assist the novice miniatures gamer or help an experienced gamer assemble a new army faster. Alliance Miniatures offers a kit of a 1,000 point army for use with WRG rules. C in C Soft Metals has two complete games. Stalk I and North Cape that include board, rules and miniatures. Stone Mountain Miniatures, has a brigade package that includes infantry, artillery and command unit. For $29.00, a beginner could play a Civil War miniatures battle. Even fantasy armies can be acquired in kits. Games Workshop U.S. offers Regiments of Reknown that can be used with Warhammer miniatures rules. Dave Babb of Stone Mountain Miniatures offers a complete line for the miniatures gamer. Figures, rules, paints, brushes, and even scenery are available through mail order. Babb says that the trend in miniatures is for a return for fun in gaming. "The gamers who began playing in the sixties and the seventies used the rules available then, such as those written by Tony Bath, Donald Featherstone, even H. G. Wells. All these rules were simple and fun. This group stayed and wanted simulations, not games as they became more experienced. Rules became more complex and accurate but not as much fun. The popularity of The Sword and The Flame rules showed a demand for a return to the 'let's have fun type' gaming." Back to Table of Contents -- Game News #12 To Game News List of Issues To MagWeb Master Magazine List © Copyright 1986 by Dana Lombardy. This article appears in MagWeb (Magazine Web) on the Internet World Wide Web. 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