I recently met up with Chris Houfe, Sales Director at the Great British Card Company and incoming GCA President, to discuss how retailers could improve their greeting card sales in this current challenging environment. Here's what he said:
Whether you’re a specialist greeting card retailer or cards just form part of your business, you’ll understand how important their profitability is to your business. Unfortunately too many retailers become complacent with their business, rather than going that extra mile to seek on-going improvements. Is this because some people just become stuck in a rut or perhaps they see it as a sign of weakness in asking for advice? (A bit like a man asking for directions!)
As with any business, a good understanding of what’s working is so important. Take a step back and review your business with a fresh pair of eyes. For starters, have you got the right mix of cards, gift wrap, gifts, chocolates, jewellery etc? Don’t just think about turnover, think about your profit. Ask many retailers ‘what’s working’ they often say everything! This can’t be true as every product group has best sellers and poorer sellers.
Here are Chris Houfe's Top Tips for improving greeting card sales…
1. Presentation is a key factor. Take a leaf from fashion retailers who are always updating their displays, giving their customer something different to look at on a regular basis. This doesn’t have to be always new, move things around.
2. Are your fixtures looking tired? Remember less can be more and there are many innovative alternatives to standard card racks.
3. Buy what your customers will want to buy, not just what you like. Engage your customers for regular feedback but filter their comments.
4. Have you got the correct product mix and caption balance across your display? Why not ask a few Account Managers or Sales Agents for their advice.
5. Try planning your birthday and blank ranges in quads (6’s, 9’s, 12’s, 16’s, etc), rather than in columns. You will be able to increase the number of ranges in your display.
6. Plan like genres together, e.g. humour, photographic, art, etc rather than by publisher.
7. Change is a good thing, so try something new, but ensure you deal with Publishers who’s Account Managers actually manage your business rather than just sell you cards.
8. Maximise all seasons and promotions and support your sales with appropriate gifts. This should include exam good luck, thank you teacher, exam congrats, wedding and anniversary, etc.
9. Review your competition to ensure you offer something different. Also visit the retailers who have won a recent Reta Award in your area. Many retailers will share information as long as you’re not a direct competitor.
Click here to see the latest Retas Award winners.
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