Australian newsagents hold a significant position in the greeting card market, accounting for nearly 35% of all card sales nationally. As the largest retail channel for cards and with impressive gross profit margins of 50-70%, it’s clear that cards are a cornerstone of the newsagency business.
However, while cards are undeniably important, are we optimising their potential? Many newsagents delegate card management to staff without sufficient oversight. This is a missed opportunity.
To maximise card sales, consider the following strategies:
- Take control of your card department. Avoid relying solely on merchandisers. Gain a deeper understanding of your product range to better assist customers. Empower all staff to engage with customers about cards.
- Refresh your card selection regularly. Collaborate with your primary card supplier to update your range at least annually.
- Prioritise seasonal cards without neglecting everyday options. Ensure seasonal cards are prominently displayed without compromising sales of popular everyday and lifestyle cards.
- Leverage licensed characters. Cards featuring popular characters often sell well. Explore opportunities to stock these items.
- Create a strong card and gift connection. Cards and gifts complement each other. Optimise product placement and promotions to encourage combined purchases.
- Implement a loyalty program. Reward repeat customers to foster long-term loyalty.
- Enhance card department visibility. Position your card department at the front of the store and ensure it is well-lit to attract attention.
By implementing these strategies, newsagents can significantly boost card sales and strengthen their overall business performance. Neglecting this crucial product category risks losing customers to competitors.
This advice is part of a series on basic Newsagency management advice rom newsXpress, a marketing group that helps newsagents run more valuable and enjoyable local retail businesses.
Beyond the core strategies we have shared above, several other factors can contribute to the success of your card department. Firstly, data analysis can provide valuable insights into customer preferences and purchasing behaviour. By tracking card sales, you can identify popular ranges, seasonal trends, and customer demographics. This information can be used to refine your product selection and marketing efforts.
Secondly, staff training is essential for maximising card sales. Ensure your team understands the importance of the card department and can effectively engage with customers. Providing product knowledge and sales techniques can significantly impact customer satisfaction and purchase decisions. By investing in your staff, you’ll create a more knowledgeable and confident salesforce.
