There’s an art to curation, and it’s about more than merely placing art and designs where they look best.
When it comes to successfully organizing an online storefront, one of the most important things you can do is put yourself in the consumer’s shoes. Ask yourself, “What are consumers looking for?” “How can I make a good first impression?” and “What’s the best way for me to position my product offerings?”
Minted Artist Store Merchandising Tools allow artists to fully curate their Minted Artist Stores. You can spotlight Featured Products, create custom sections, and mix and match products by changing the order in which they’re displayed.
If you’re ready for curation advice and strategy, you’ve come to the right place. For technical instructions on using Merchandising Tools, read our “How can I curate my Store?” FAQ and watch this instructional video.
1. Identify Your Goals
Defining your goals will help you develop a business and marketing strategy—and asking yourself questions is a good way to get your thoughts on paper (or, on screen). For example, do you want to position your top-selling products front and center? Would you like consumers to view your Christmas and Hannukah products during the holiday shopping season? Do you want to rebrand yourself with a new creative direction via your self-launch products? Or perhaps you’d like to draw attention to your latest Minted Design Challenge–winning designs?
Whatever your goals are, we recommend writing them down. Keep your objectives at the forefront of your mind as you’re curating your Store—they’ll help inform your decisions for all of our following advice.
2. Focus on Featured Products
Think of Featured Products as your premium real estate—it’s one of the first things consumers will see when they visit your Store Home. Positioned up top, Featured Products are the first row of four products, within a carousel of up to 12 products.
When it comes to curating your Featured Products, keep your goals and business strategy in mind. You can change the assortment for the appropriate season or promote products that complement each other stylistically—it’s up to you.
Rachel Nanfelt of Alethea and Ruth thinks of the Featured Products section as a sort of mini collection. “There are so many possibilities—a seasonal collection, a specific product collection, a type of art technique,” she says.
“Featured Products” is merely the default language. You may rename the Featured Products title to describe the contents—for example, “My Top Sellers,” “Holiday Gift Ideas,” or in the case of Alethea and Ruth’s Store shown above (at publishing time), “painterly brush strokes.” Keep in mind that the “Featured Products” title must be less than 35 characters, so short and compelling is the name of the game.
The mission of the description located just below your Featured Products title is to provide additional context for the title. “I’ve been doing a lot of painted work lately, so my description highlights a group of pieces that feature brush strokes and painted textures,” Rachel says.
We recommend describing why you’ve chosen to feature these products in your descriptions, and include a maximum of one to two product type keywords where possible. For example:
My photography art collection is inspired by the natural beauty of Mendocino’s beaches and the surrounding redwoods.
3. Keep Your Language Simple
We always encourage creativity at Minted, but we also recommend being simple and straightforward when it comes to communication. Put yourself in the shopper’s shoes as you’re writing language in your “About Yourself” carousel as well as your Featured Products and category titles and descriptions.
When naming your self-launch products, use descriptive and short product names. Minted will then append the product name with the product kind. For example “Coastal Breeze” becomes “Coastal Breeze Photography Art.” Keep in mind that you cannot change the name of your product after it launches.
As an artist, you specialize in creating visual interest—it’s the essence of your work, right? The same approach applies for curating your Store. Although your individual creations are super important, so too is the look of your products as a group.
5. Curate for the Season
As you’re curating your Store and positioning your work in Featured Products, Other Products, and your various Sections (you can create up to 10 active Sections), optimize for the season. For example, feature Halloween designs and autumn colors in the fall, and winter holidays and themes in November and December.
You can also hide off-season designs when they’re not optimal—for example, Christmas or Hanukkah cards in July.
6. Self-Launch Products
One of the best ways to direct the creative vision of your Store is to self-launch products. If you’re new to Minted and haven’t won a number of design challenges, self-launching products is a great way to increase your product offerings. For that matter, you can also self-launch your non-winning submissions to Design Challenges.
We welcome you to self-launch art, stationery, notebooks, fabric, wrapping paper, and more. Like all Minted products, we take care of manufacturing, order fulfillment, customer service, and shipping. Read our Designer FAQs for more details.
7. Keep Your “Shelves” Fully Stocked
Artist Stores are similar to physical boutiques—they’re most inviting and appealing when their shelves are full. Remember this as you’re creating sections for your various products. We recommend stocking at least four or five products to warrant a section; any less than that appears a bit empty.
8. Promote Your Specialized Links
Once you’ve created a section, you can create your own marketing campaigns and direct fans to your specialized URL. This is not an actual URL, but to give you an idea, the format would look something like: minted.com/store/artistname/number/whateveryouwant
For example, if you have a “holiday” section, you could promote the products via social media, an e-newsletter, or your personal website or blog.
9. Get a Second (or Third) Opinion
Invite someone who represents your “target market” to test-drive your Store and provide feedback.
10. Experiment and Make Changes
Together we’re just getting started with the new Store design and merchandising tools. And together, we’ll learn about what works well and what doesn’t. As part of the learning process, we recommend experimentation and refreshing your Store sections, Featured Products, and Other Products to see what works best for you.
Rachel says she considers her initial Store creation just the beginning and will likely change her approach often, especially in the featured product section. “I can’t wait to do a Holiday feature section with wrapping paper and gift tags,” she says. “I think it can be a good place to feature some of the smaller coordinating pieces that are for sale but not always in the forefront, like thank-you cards or stickers. I also might use it as a place to feature my newest work for sale on the site—there are so many possibilities.”
What are your thoughts, questions, and advice for curating a Minted Artist Store? Share your feedback in Comments below.
Designer FAQs: How can I merchandise my Store?
“Minted’s 7 Tips for Creating a Unique Artist Brand” featuring advice from artist Melanie Severin
“The Essential Checklist for Minted Artist Stores”
ABOUT MINTED ARTIST STORES
Ready to grow to the next level? Once you’ve won a Minted Design Challenge, you’re invited to create your own branded Store. Artist Stores allow you to use Minted’s world-class manufacturing and fulfillment platform to run your business. You can self-launch non-custom products to your Store, and we handle the printing, shipping, and customer service. Learn more here.
Published September 24, 2015 • Learn how to become a Minted artist here.