For years I have included a targeted occasion-focussed gift offer with cards in my newsagencies. The actual occasion gifts pitched vary over time with seasons. The range also can vary based on card location and placement changes.
The placement of gifts here in the card department, as you can see in this photo I took yesterday – works as it breaks the sea of colour in cards and also invites shoppers to contemplate a gift purchase with the card.
Cards generate excellent traffic for us and it is important we leverage this with occasion appropriate cards placed to leverage that traffic. One way to do this is to allow room in your card space allocation to achieve the impulse add-on purchase.
Of course, this is different to the front of store work using gifts as their own net new traffic driver – that is a separate strategy.