We are promoting two AFL branded product categories by adjacent shop floor placement.
We have the AFL Beanie Kids toward the front of one entrance to the newsagency and directly behind and just to the left of them the Hallmark AFL cards. This way, people drawn to our Beanie Kids display will also notice the Hallmark AFL cards.
Both the Beanie Kids products and Hallmark cards are an excellent licence get for the respective suppliers. That we have got both gives us a strong pitch, a differentiating pitch in our shopping centre.
Licence products are important as they are less likely to be in deep discount outlets. It reflects the premium nature of plenty of what we sell in our plush, gift and card departments. But we have to chase them – often pursuing a licence through three or more suppliers.