Insider #35 from Berroco

Introducing Berroco Single PDFs

Starting this fall, Berroco is transitioning into a new model for pattern distribution. We will be offering digital copies of single patterns from our Fall/Winter 2013 collection.

NOTE: This is in addition to our current methods of pattern sales. LYSs will still be the only resource for our printed booklets and full booklet PDF downloads.

Berroco Single PDFs, Fall 2013 The prevalence of tablets and smart phones means easy portability, unlimited storage and immediate access to the Internet and online knitting communities. These devices also enable consumers, and even shops, to go paperless.

While our core business is selling yarn, patterns are a sales tool that inspire the consumer to buy our yarn. We feel it is essential to get these sales tools out there in every way possible, which means consumers will have the option to buy Berroco patterns initially through LYSs and at a later time through Berroco. This is a big change, but it’s a change that we want you to be a part of.

Retailers Selling Single PDFs

Starting at the beginning of September, any retailers with Internet access will be able to sell our single pattern PDFs. You will be able to offer single pattern PDFs to consumers before Berroco begins selling them, so you’ll have the opportunity to be the first resource for Berroco patterns.

PRICING:
Suggested Retail (per pattern): $6.00 | Wholesale (per pattern): $3.60
Prices for these programs will follow the same model that we currently use for our printed booklets and full booklet PDF downloads. This is a 60/40 split, which is also the universal rate set by Ravelry for the In-Store Pattern Program.

There are two ways to do this:

Through Ravelry’s In-Store Pattern Program
(your store must have a Ravelry Pro account)

A customer comes into your store asking for a pattern.
You log onto Ravelry Pro and purchase the pattern from Berroco.
You charge the customer for the pattern.
The pattern is delivered digitally to the customer’s Ravelry library or email account . You also have the option of printing the pattern for your customer.

Further details can be found on Ravelry.
http://www.ravelry.com/wiki/pages/InStoreSales

If you are interested in signing up, please email:
Sarah Bible instoresales@ravelry.com

Through Berroco’s Beta PDF Program
(your store must have e-commerce capabilities)

Download patterns from Berroco’s server.
Sell PDFs directly from your own e-commerce web site.
At the end of each month, Berroco will send you an email reminder to report the specific PDFs sold.
Email this report to biz@berroco.com and Berroco will send you an invoice.

For more information, contact:

Martha Wissing, Design Dept. Support
800-343-4948 Ext.104 | mwissing@berroco.com

Norah Gaughan, Design Director
800-343-4948 Ext.122 | norahgaughan@gmail.com

Berroco Selling Single PDFs

Single PDF After a one month period of retailers selling PDFs exclusively, Berroco will begin selling single PDF patterns at the beginning of October. PDFs will be sold directly to the consumer on our website and through Ravelry at the full suggested retail price.

As an incentive for consumers to visit their local shop, every PDF will include a Store Locator link: Find this yarn at your LYS “Find this yarn at your LYS.” After the consumer enters their geographic area, the Store Locator will provide retail listings of LYSs who stock the yarn called for in the pattern.

Bottom Line for Retailers

We believe this program will eliminate much of the cost and complications associated with paper patterns. Hard copy booklets take up valuable shelf space and are difficult to inventory, organize, merchandise and reorder. By switching to PDFs, retailers can free up shelf space and inventory dollars to invest in more yarn. You can also offer a broader range of patterns and never be out of stock.

Separately, Berroco will continue to offer full booklet PDFs through the Ravelry In-Store Pattern program. We will also continue to publish and sell paper pattern booklets to retailers at wholesale pricing.

Summary

We will use our website, Facebook, Twitter and the Berroco Blog to inspire consumers to BUY YARN. And we believe that one of the most important inspirations is providing the immediacy of PDF patterns

Questions and Support

Thank you for taking the time to review our plan. We hope you will support this initiative and share any suggestions that might help with its implementation. For any questions or concerns you may have, please contact:

Martha Wissing, Design Dept. Support
800-343-4948 Ext.104 | mwissing@berroco.com

Norah Gaughan, Design Director
800-343-4948 Ext.122 | norahgaughan@gmail.com