The decision by Henderson Greetings to partner with RU OK? for Father’s Day cards provides another differentiator for the business. In addition to being Australian made, which is a big plus, the charity connection makes the purchase more valuable in the minds of plenty of shoppers.
RU OK? is a respected organisation with plenty of corporate and community backing. Offering cards that raise money for the charity connects the purchase to all of the other good work and understanding out there.
We have had the range in-store for a month and shopper reaction has been terrific. People have commented about RU OK? as well as the Australian made note on the back of the cards. It is terrific when shoppers notice these differentiating points.
We are leveraging the RU OK? charity connection through social media posts and in other ways. I think with Covid impacting people and business the way it is, it is timely to make the RU OK? charity and Father’s Day connection for people.
With so much of Australia in lockdown, Father’s Day 2021 will be odd for card retailers. I suspect that it gives supermarkets an advantage. This is why newsagents need to leverage social media and other platforms for promoting easy and safe shopping for Father’s Day. It is also why the bonus of the RU OK? connection as well as the Australian made connection are important.
The easy win moves for sure are:
- Placement of Father’s Day at front of store.
- Secondary placement at the counter.
- Cards placed with easy to purchase gifts.
- Speaking to caption range on social media.
- Asking customers if they have their Father’s Day card yet.
- Connecting purchase to a loyalty reward.
Right now is the peak opportunity, especially because of the lockdown situation – people will be posting cards and gifts.