Officeworks outlets across Australia have boxed Christmas cards, Christmas gift bags, gift tags and more out on display in-store with this ready-to-display unit. The unit is delivered to them loaded with stock, retail ready.
On the unit there are two major colour themes. Here is the second:
The products have a low cost feel yet the prices are not all that low. To me, this is typical Officeworks – source from China and price with a generous margin yet still pitch to connect with their we’ll never be beaten on price pitch.
I think Newsagents need to respond to what Officeworks is doing. We need to not cede ground to them. we do this by being engaged, now. Even if you don’t have an Officeworks located nearby you should be engaged. Here is the advice I provided newsXpress members when I first saw the Officeworks boxed Christmas card pitch:
- Boxed Christmas cards should be out now, located near the front of the business, disrupting traffic.
- Block cards in your displays by colour.
- Consider displaying boxed cards on a trestle table. I have found this works well.
- regardless of how you display, weekly, take stock down and rebuild so the display looks fresh and combats store blind staff and customers.
- Promote the charities your boxed cards support.
- Talk about your boxed Christmas card on your business Facebook page and note the charities.
- Run a weekend sale asap with a deal for boxed Christmas card shoppers. I’d suggest a 4 for 3 offer. Pay for three and get four boxes. Two days only.
- Announce new card designs you add. For this to work you may want to hold back some designs to release through the season. Shoppers like new.
- Place gift cards, gift bags, wrap, take, pens and ribbons next to or with boxed cards.
- Ensure your staff are trained on the cards and the charities the cards support – the charity connection is very important.
- Promote boxed Christmas cards in an ad on all shopper receipts.
- Move the location of your boxed card placement every week. There will be some who notice them several weeks in and think they have only just arrived in-store.
- Host a boxed card writing party. Invite a local bottle shop to provide wine for a complimentary wine tasting or invite a local bakery to provide cakes for tastings to go with the card writing day.
- Co-locate. Try and place boxed cards in two locations in-store.
The best way to respond to what Officeworks is doing is to engage with boxed cards as if you are serious about them.