The Taronga Zoo Super Animals promotion running at Woolworths supermarkets appears to be a tremendous success. Super Animals looks at feels like a part series promotion with elements of building a collection.
Super Animals looks like something that would have traditionally been sold through newsagencies. But it’s being sold exclusively through Woolworths, driving impulse purchases and driving traffic for them.
While I have no inside knowledge, I do expect that the success of Super Animals will result is more kid-focussed collectibles like this from Woolworths and something similar from Coles.
Exclusive product is vital to driving traffic, especially in the collectible space. I know as I’ve had success over the last couple of years with a few exclusive lines in the collectible plush space.
A quick look reminds of Dinosaurs from GNS (pack 12) 10 sold 2 days so I ordered two more packs today.
It appears Dinosaurs (as a beats or model) are the flavor of the month
Sorry beats = beast
This is the 2nd release after them doing an Animals release last year, the Jamie Oliver cards & Woolworths Petrol doing Top Gear.. All done through WW direct with their overseas suppliers & supported with promotions that help offset the cost – There are many different product types they co-promote – Such an advantage –
Poses the question why Newsagents haven’t embraced the RSPCA cards opportunity more ??….. The supplier pulled all the levers here in making this a success… Newsagents will never get exclusivity on many of these large collections . Simply put suppliers will go broke.. Outside the top few hundred newsagents , the support and care factor isn’t there.. It’s a fact.
Go check any of the collecting groups on FB and see the feedback regarding newsagents in this space.. It is damning.. Newsagent won’t reorder, said they can’t & won’t get anymore, have early returned the lot immediately as they didn’t think it would sell etc..
We’re doing well with the RSPCA cards. They’re at the counter. Plus we reorder impulse lines like this if they are selling quickly to justify the space allocation.
Joe , I think you are wrong regarding newsagents will not reorder . I have so many different products on back orders its not funny . That many broken promises saying I will get an order and nothing turns up . At one stage I put a supplier on speaker phone just to prove to a customer I am trying to get something in for them just for it never to turn up . Partworks supply is broken and I am at the point where it is doing my business more harm than good .
These aren’t partworks Sean. Its an unfair comparison and a different supply model
but supply was an issue, we were out of stock of cards and albums quite early, but only some of my extra are being fulfilled now over 5 weeks later.
Blame your fellow newsagents for that Gary.. Setting their own supply then early returning the lot after 2 weeks wasting stock for those retailers that could actually use it.. I’ve spoken to the supplier about this when the fb group I run started providing the negative feedback. He stated the top few hundred were great retailers but must push stock to other chains like IGA to make it a success. Thats fair.
Yeah sorry Joe I read your last paragraph wrong .had part works collections on my mind