We are all set to end our jigsaw focus in January with a celebration today of WORLD PUZZLE DAY. As well as in-store promotion we are also promoting this online as we have had terrific success attracting new shoppers for jigsaw puzzles, especially harder to get products such as 18,000 piece and more puzzles.
The jigsaw shopper is loyal once they trust your commitment to their passion.
Mark – as a shopper, a 10% discount wouldn’t influence my behaviour. These days I think the discount would have to be a minimum of 20% to get me to consider buying something that I might not otherwise have bought. In that context, a 10% discount seems to me to be just giving away margin for no benefit. But I assume from the fact that you’re offering a 10% discount that you find that it has some impact?
Megan, I agree. The 10% is designed as a thank you for puzzle shoppers and as an attention grabber for shoppers with other destinations. 10% is nothing today. We have been promoting jigsaws all through January with excellent results. From a revenue percentage perspective, jigsaws are big enough now to warrant their own permanent department.
We sold a $55 dollar puzzle to someone on impulse on Puzzle day purely because of that sign. When we pointed out they would get the discount because of World puzzle day they said straight away “i know I saw the signs”, we had them all over our puzzles and out the front on a blackboard. Best bit the puzzle she bought was older stock and probably would’ve gone in a clearance sale next month at a higher discount! We didn’t make a fortune that day on puzzles but we sold more then we would have because of the signs.