Home' The Channel Magazine : National Newsagent March 2015 Contents 19
National Newsagent - March 2015
n recent times I am asked more and more if sales of
greeting cards are declining. My industry contacts say that
retail is tough at the moment and our category has been
affected as have been many others.
However, overall the category is holding its own. Our
challenge is to ensure we are not letting our market
dominance for greeting cards and associated products be
eroded through our own negligence.
Newsagents are the undisputed leading outlets for greeting
card purchases and must remain so.
So how do we maintain our focus on meeting customer
needs with this highly profitable segment of our stores?
A simple way to start is to recall ALL the marketing/
promotional opportunities newsagents may have.
Greeting Card Events
February: St Valentine’s Day, Chinese New Year
March: St Patrick’s Day, Mothering Sunday (International
May: Mother’s Day (Australia)
June: International Father’s Day
September: Father’s Day (Australia)
November/December: Christmas /Hanukkah,
Jewish New Year
Other Event Opportunities
NRL, AFL Grand Finals, Melbourne Cup, F1 Grand Prix, V8
The next step is to PLAN how you are going to maximise
these opportunities in your store.
1. Where are these seasons to be displayed?
2. When and how are they displayed?
3. Are products taken off show to feature seasons?
4. Are other non-greeting card related products planned
to be included? (ie Easter Eggs, Mother’s Day Gifts,
Christmas Decorations, Books for Father’s Day,
Best Bets etc)
Identify what merchandising aids are required—tables,
window displays, feature display ends.
How are you going to promote your
1. Local newspaper
2. Internal and external signs
3. Staff interaction with customers
4. Is there a neighbouring shop you can partner with?
1. Use cards in your window and all merchandising displays
2. Carefully match cards to event
Promoting add on sales
Discussion points and strategies staff can use with customers
1. Do you have a present to go with the card?
2. Have you seen our wrapping paper and gift bag range?
3. Merchandise bows and gift cards as add on sales
4. Comment on how nice the card or
5. How well the card goes with the gift
6. Have a card of the week merchandised at the counter
7. Colouring competitions for Easter, Mother’s Day and
All we are talking about is RETAILING.
Too many of us take on the role of a SHOPKEEPER and in
today’s world we cannot just stand there and wait for the
customers to come to our stores.
We must ensure we give them reasons to visit our shop and
spend their money with us.
As a retailer one of the best and easiest things you can do
is too simply walk outside your store, cross the road or to
the other side of the mall and look at your store the way
consumers see it.
Are the lights half turned off to save power and subsequently
does the store look dark and like a cave?
How many signs do we have promoting products and
services on our windows and shop fronts? A newsagency
near me has at last count 27!
How can anyone absorb so many messages—common sense
says they would become a blur and achieve no impact with
Why not simplify the store presentation ensuring consumers
can see into the store to UNDERSTAND the diversified range
of products you stock for them?
The next step is to ensure we do not install blockages
internally. These can be spinners of products, dump buns,
unpacked stock, badly placed displays etc.
Our goal must be to make it easy for every customer to move
around the store and be able to access all product categories
This is you being a retailer—not just a shopkeeper!
Greeting card category
By Ron Thorpe
Australian Greeting Card Association (AGCA)
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