Obligation card shoppers like captions on cards they purchase to be targeted for the recipient. While more creative card shoppers, those more likely to buy blank cards and fully express themselves are less concerned about captions, the obligation card shoppers want it simple and clear, they want the caption they need.
With some Christmas ranges being reduced, obligation card shoppers have been less satisfied. I think this is a reason we see more newsagents ranging Christmas and other seasons from multiple cards companies.
The obligation card shopper is important in that a good seasonal experience that is satisfying for them and their recipient could be useful in getting them back in through the year.
We need more caption depth and less loading of the most popular captions in 2020.
Caption depth is a focus of some re-energised competitors outside the newsagency channel and that is a challenge we, and our card suppliers, need to step up to if we are to hold or grow our position in overall unit sales.
The card category is critical to our businesses for the net traffic delivered and the margin achieved.