Home' The Channel Magazine : August 2009 Contents 36 National Newsagent August 2009
With newsagents being the destination
for card purchases that really matter,
knowing how to increase that sale from
one card to a card with wrap, accessories
and gifts is a valuable skill.
Train staff at your regular staff meetings
in ways to up-sell a card and increase the
value of your transactions in-store.
retailer advice Based
on shopper insiGhts
By Rebecca Maniatis,
Category Manager Hallmark Cards
If becoming a destination as a complete
gifts solution is part of your competitive
strategy, then consider the following
factors in development of your up sell
• What is the demographic profile in
your local area? What types of gift would
they find most appealing? For example,
if there are many young families in the
area, a baby themed display would attract
shoppers in your store. Forever Friends
is a reliable seller to women of all ages.
• What is your store’s competitive
advantage in your local area? Play to
the gift solutions that are not already
represented in your local market.
• consider other events that are
happening in your shoppers’ lives that
they would require a gift and a card.
Seasonal events such as Father’s Day,
Mother’s Day, Valentines, Easter and
Christmas are all times of the year when
shoppers are looking for solutions to help
them connect with others in their lives.
• how will you display the product?
Ideally all products that form a gift solution
are available the one area that is highly
visible to shoppers when they enter the
store. This would involve the gift, wrapping
and the card. Some shoppers are looking
for inspiration – in the display, show them
a sample end product so they can see
how easy it will be to develop a perfect gift
solution for their loved one.
• Where will you display the total gift
solution? Areas in a store that are visible
from store entrance and/or frequently
visited by the majority of shoppers are ideal
as display locations and can yield significant
incremental sales if properly placed. In
newsagents, these areas are typically
near newspapers, magazines and the
• develop shopper loyalty for your store
by communicating a consistent message
on your competitive strength as a
complete gift solution. Ensure that the
product offer is always available, inspiring,
fresh and relevant.
Must have Gifts
for all retailers
By Holly Walker,
Senior Product Manager Hallmark Cards
Hallmark’s Forever Friends range is a great
example of product that can be used to
create a strong presence in-store. With a
wide range of product formats, including
cards, gift wrap, plush, gift books and other
gift items, up-selling a card is made easy.
The Forever Friends plush bears, in
particular the baby girl and baby boy bears,
are popular all year round and are often
purchased in conjunction with a Forever
Friends baby card and baby wrap. Two of the
most popular Forever Friends gift items are
the mini bear figurines and the Bear in a Bag
- both products that can be placed on a store
counter top, encouraging add-on purchases.
how to upsell
a greeting card Whilst demand for the Forever Friends
everyday product remains strong, demand
for the limited edition seasonal gifts
continues to grow every year, particularly
around Mother’s Day and Christmas.
The Forever My Mum gift book is always
a popular gift for Mum on Mother’s Day;
however it’s the Hug in a Mug that shoppers
can’t get enough of and this year was the
best selling Forever Friends gift.
Driven by the wholesome brand values
depicted in the product, such as friendship,
happiness, unconditional love and trust,
the popularity of the Forever Friends brand
can also be tied to the high keepsake appeal
of the products. For more than 20 years
the brand has been a part of people’s lives
around the world, helping them to connect
emotionally, and is still the number one cute
character in the greeting card category.
and retail experience
By Shauna Samuels,
Retail Design Manager
Ever wondered why some stores seem
to attract shoppers despite their product
being very similar to the stores around
them? These retailers have merely
created a successful ‘concept’ rather
From this concept shoppers can
emotionally connect and therefore
understand the product and believe what
it can do for them.
There are various ways in which this can
be achieved. One key way is through how
the product is merchandised and how
inspiring this is to the shopper.
For example, if we take the whole shopping
Links Archive July 2009 September 2009 Navigation Previous Page Next Page