“The best thing about being a Wild franchisee is the branding and merchandising. Our stores always look well laid out and clean, customers comment on it. There’s a great fit-out, a fantastic product mix and there’s the networking and franchisor guidance.”
An evolving business
Merridee Cartledge is a Wild Cards & Gifts foundation franchisee, she joined what was the Wild Cards & Gifts buying group in 2002.
By 2006 the card retailer had formed a franchise group. And it has just got bigger and better.
Now the franchise is part of the global business WH Smith, a renowned newsagency and card/gift retailer that has its own proud history dating back to 1828.
Merridee has her own timeline of success: starting out in Ballarat, she has owned a store in Geelong and is now based in Waurn Ponds. She’s been in business through some challenging times. First there was the GFC, then the rise and rise of rents.
Thank goodness for the franchisor.
“It was the franchisor who negotiated to give us a margin to pay our expenses, the franchisor has helped us sustain our business,” Merridee says.
Over the years Merridee has put into practice her philosophy: if you’re able, spend money to make money.
“We kept putting every cent into the business. You can’t have half empty shelves or old stock, you have to re-invest.”
Success takes hard work
This experienced franchisee understands all about putting in the hours – years of six day weeks, to be precise.
“In a family owned business you have to go the extra mile,” she says.
When Merridee started the business it was with her husband by her side; now her son is the business partner, sharing the benefits of being a franchisee.
“Establishing roles with your partner is an essential part of running a successful franchise,” she says.
So she is in charge of accounts while Joel looks after the technical aspect of the business; the responsibility for cards and gifts is shared.
The pair take the opportunity to step away from their day-to-day sales and work on their business, travelling to the gift fairs to do their buying. It’s quite a social time too, as Merridee catches up with fellow franchisees who have become much more than just colleagues.
“My best friends are in every state of Australia and we meet at gift fairs. I’ve been on holiday with some of them,” she explains.
Back in the store, Merridee has a passion for customer service – finding just the right item for the occasion.
She has a passion for cards too. And why wouldn’t she, working every day with a top notch selection of creative, imaginative, exclusive products?
She maintains the quality of the merchandise is fundamental to the success of this business.
“We have gifts with a difference, and having something unique and different attracts customers.”
There’s no doubt that Merridee values being part of the WH Smith Group which has raised the bar when it comes to retailing in today’s more competitive and online-focused world. And it has a global perspective on trends that is invaluable.
“When you’re in a boutique gift and card retail franchise, it’s important for the franchisor to share the trends. But then it’s up to you to translate how these relate to your customers.”
Exclusive, unique product sourced from Europe is just one benefit of being part of the global WH Smith business – and with licenced product set to be increasingly important in the card and gift market, Merridee is rapt that that is just what WH Smith delivers.
Franchisor support
While a distinctive product is one aspect that Merridee appreciates, she praises the marketing support as another strong element in the well-established Wild Cards & Gifts business.
“We get marketing material, seasonal competitions for our customers, everything the franchisee needs to sell the merchandise.”
Add in the group buying benefits that give retailers the ability to trade in premium products in a price-conscious marketplace and there’s a competitive advantage to being a Wild franchisee.
“I wouldn’t go independent, even today. When you buy a Wild franchise you’ve got communications and back-up support from the franchisor.
“We get an instant link to wholesalers. That means you can go to an account basis much quicker rather than trading on cash payments, and it gives you a 30 day credit.
“I’ve learned from the franchisor about the seasonal trade, when to stock up, when not to buy. I’ve had advice and help in achieving a successful business.
“As an independent, who is going to teach you about the business?”
Trading under the Wild banner means her business will keep evolving, she believes.
“We will be smarter, cleverer, with new exclusive products.”
After all these years, Merridee wouldn’t swap.
“A Wild franchise gives you a lifestyle, you’re in charge of your own destiny, you choose what you want to do. The harder you work, the more successful you are.”