We are pitching a range of Hallmark interactive products at the counter with this display. Several of the products lend themselves to easy impulse purchases and they, in turn, invite a look at the more considered purchases like the story books.
Interactive is proving to be big this Christmas and this is on the back of strong 2011 and 2011 Christmases for interactive products. Sales growth this year is being driven by a broader range of products from more suppliers and smarter, we think, engagement on the shop floor in showing off the products to shoppers.
The interactive products are giving us an opportunity for better customer interaction.