This placement of two Father’s Day cards at the counter has been working a treat in part because of the tactical placement, next to the EFTPOS terminal, and in part because of the stand-out cards themselves.
We have tried different cards, these two have worked the best at this retail location. The Batman card in particular is loved by shoppers. Inside, it is an homage to the original comic and TV series.
While the Father’s Day season peaks in the week before, and even then a few days before, we have had success driving impulse purchase weeks out with this counter-based tactical placement of Father’s Day cards.
We changed cards once, sometimes twice, a week, choosing cards that complimented each other, cards that spoke to our range in a way that we hoped was different to what shoppers might see elsewhere.
We have supported the counter selection with other tactical placements in store too, to provide multiple touch-points for the cards we shine a light on.
Father’s Day 2018 is going well. Of particular interest is the success we are having with gifts that are not your usual Father’s Day gifts. This has been a core focus of ours, seeking to play outside what is usual for gift shops and others in this crowded Father’s Day space.
From Ted Baker to other world-class brands along with pop-culture brands, we have played beyond what has been traditional for the channel as have plenty of other newsagents this season.
