COMPLETE ADVICE ON MANAGING CARDS TO MAXIMISE REVENUE

Before we begin...

Cards are the most important GP contributor by GP%. Historically, cards were managed by the card companies. While this suits them, it does not always suit the retailer.

Per capita, Australia performs poorly on engagement with cards sending, on average, 8 cards a year. Americans send 10 to 12. UK people send, on average, 22.

We can all do better. Here is what we recommend:

MANAGE DATA FROM ENTRY TO EXIT.

Arrive every card you sell through your POS software, preferably through an electronic invoice. Check the stock off the invoice, put the cards out. Do not wait for a merchandiser.
Scan every card you sell to customers.
Scan out every card you return to suppliers. Do not rely on merchandiser scanning.
Do a stock take of cards at least once a year, to track the cost of shrinkage (theft).
Track pocket turn performance through reporting as offered through newsXpress training.
When discussing card performance with a card co. rep, use your data, not theirs.

OFF LOCATION ADVICE - EASY WINS HERE.

People shopping for cards in your card department are usually destination shoppers. That is, they are visiting the shop with a goal of purchasing a card. While this is terrific, the card department is challenged at nurturing impulse purchases. Chase impulse purchases of cards:

Place a stand of cards at the entrance / exit of the business.
1. Control what is in here, ideally from existing card stock - do not purchase extra stock.
2. Change the display weekly.
3. Place a fixed number of cards per design so you know what has been bought.
4. Place the cards so they are full face.
Pitch 3 cards at the counter. Change them weekly. Choose cards people easily understand .
Place at least one card spinner out of the card department. Move it weekly.
Include cards in all gift displays.

OVERALL CARD MANAGEMENT / ENGAGEMENT ADVICE.

CARD COMPANY FUNDING. Never take funding from a card company.
PUT OUT STOCK. Everyone working in the shop should be able to do this. You'll all learn more about your cards and this will help you sell more.
SOCIAL MEDIA. Regularly pitch a card on social media, something others are unlikely to stock.
CREDIT STATUS. Pay your account on time. Keep stock flowing.
ACCOUNT MANAGEMENT. Set a rule that you approve every order. Own your choices. Keep a copy of every order placed.
BE SEEN. Ensure your card department is visible from out the front of the shop.
HAVE A WRITING DESK. Where people can write on a card. This will boost sales.
OFFER STAMPS AND A WE'LL POST IT FOR YOU SERVICE. They buy the card, write on it, buy the stamp and you post it. This eliminates a couple of steps for them. See below.
MOVE SPINNERS. Ideally, outside the card department. Chase impulse purchases.
ENCOURAGE LOYALTY. With discount vouchers and or the newsXpress branded Buy 8 GET 1 FREE card. Make sure every card customer is given a loyalty pitch.
COMPARE PERFORMANCE AGAINST THE BUSINESS. If card sales are down, compare against the whole of the business. The piece to be concerned about is the gap between the whole of business performance and card performance. If cards are falling more than the business, fix it.
Promote cards in your window every few months.
Host events around cards.
1. A calligrapher to write on cards and show people what to do.
2. A card buyer service – free help to choose that special card.
3. An evening with wine and cheese to introduce a new range.
COMMERCIAL OFFERS. Promote cards to those who could buy plenty.
1. Offer community groups a discount off cards they purchase in bulk.
2. Offer businesses a discount off birthday cards for staff & customers.
3. Offer to visit nursing homes to make it easy for residents to shop for cards.
SPACE MANAGEMENT / PLACEMENT.
1. Never take cards off the wall for a season – always use a floor stand.
2. Place cards in all seasonal gift displays.
3. Always have a card offer off-location, away from the card department.
BE A CUSTOMER. Send cards yourself to customers, suppliers and community groups.
MAXIMISE YOUR REBATE. The more you support one supplier the better tier of rebate. The more you sell the higher up the rebate tree you get. Strive to get to the next level.
TALK ABOUT CARDS AT STAFF MEETINGS. Ask where unique captions are located in-store. Test the knowledge of your staff.
HAVE A SHOP FLOOR STRATEGY FOR CARDS. Train your people on who the typical card shopper is and how to engage with them.
BEWARE SUPPLIER PERFORMANCE COMPARISON. If you have a supplier with fewer pockets than your main supplier, product from the secondary supplier will probably perform better as more of their total supply will be their best titles. This is why it can be unfair to compare.
OUTPOST. The best way to maximize seasonal opportunities is with an outpost. Grab shoppers who might otherwise not have shopped with you.
MAINTAINING THE DEPARTMENT. Once a day, or more often if you are sufficiently busy, tidy the card department. Keep it fresh.
DESIGNS PER POCKET. Double pocketing can help you be a card specialist.
Do not store cards in drawers or elsewhere. Stock cannot sell if customers cannot see it.
PITCH ON THE FLOOR. Train your staff to help customers with a gentle introduction like: have you seen this card – it’s new.

The single biggest impact on the performance of cards is from those working in the business from the owners through to all sales associates.

MARKETING.

It is critical we grow the pool of card shoppers. Here are some tips for nurturing this.

Offer to write on cards: from the words to write to the handwriting itself, this offer from you could eliminate two barriers to people giving cards.
Show what card memories are worth: connect with some customers who have cards going back many years,. Ask them for a photo with their collection. tell their story and do so with joy. Ensure your words capture the heartwarming feeling the card collection has for those who have collected them. People need to see and understand the value of giving a card beyond the few seconds of handing it over and the recipient reading it.
Talk about cards you love and why you love them on social media: Especially if you are a bloke. Make cards feel accessible. Give something of yourself in the posts. Show, don't tell. And, do it in a way that people can connect with, and be encouraged by. This is especially useful it you are talking about cards outside the traditional.
Offer first-timer training: host an event for a first time card buyer. Throw on some drinks and food. Offer support for them in making their first purchase. Have some fun. Be sure to actively pitch this at first time card shoppers.
Hey check out this new card we just got in. Choose the right card, one you love, one that is truly different, one that pits a pitch you like (maybe locally made, and fun). Think carefully about the card and then, try the pitch for a day at the counter: Hey check out this new card we just got in. Hold up the card. Don't say it to everyone as you don't want customers hearing it and thin king it's a script. Count the times you say it, and track the engagement., If it works, do more of it, with other cards. if it does not work, re-calibrate the pitch, the card, or both and try again.
Pitch on social media, a single card per post, regularly.
Subtly guide people when to send a card: to thank a friend, to thank a coach, to welcome a new neighbour, to farewell someone going on a trip. Sometimes, people need to be told what to do.
Shoot a video walk through of your card department. Edit on iMovie. Include some music. Post that video to Facebook, talking about range.
If you have a front window, schedule cards for a display at least twice a year.
Host a card lovers event - to thank your regular card customers. This appreciation event could sell more cards for you without it being targeted as a sales event.
Host a free Workshop: Learn How to Write the Perfect Card They Will Love.
Host a Free Card Friday. They buy three cards and their fourth card is free.
Offer to host a card range party at local nursing homes.
Write to local businesses offering 25% off if they buy ten or more cards in a single purchase. Getting businesses buying cards has to be a key focus.

Keep asking yourself and your colleagues:

What else can we do to get people who do not buy cards today buying cards?
What can we do today to get card shoppers buying more cards?

Share your success stories with newsXpress members on the private Facebook page.

LEVERAGE AUSTRALIAN POST STAMP PRICE CONCESSIONS.

The cost of postage could be a barrier to people buying as many cards as they might. By educating people you can help them save money and sell more cards.

Anyone with a MyPost Concession Account can post letters and cards for less.

The following Australian Federal Government concession cards are accepted as proof of eligibility for a MyPost Concession Account:

Pensioner Concession Card
Health Care Card (all types)
Commonwealth Seniors Health Card
Department of Veterans' Affairs Card
Veterans' Repatriation Health Card

If you have customers with any one of these cards, they can apply for the postal concession. Applying is free. Here is a link to the concession account details from Australia Post:

https://auspost.com.au/sending/stamps/concession-stamps

Print the form out and hand it to customers. This demonstrates you offering an appreciated customer service. If you have a retirement village or nursing home in your area, give them plenty of copies of the form – show you care about helping them save money.

Offer to help complete the form for customers.

To our knowledge, no industry association, no card company, no marketing group and no greeting card association has offered any advice or support for newsagents to deal with the cost of postage.

SELL MORE CARDS WITH A WE'LL POST IT FOR YOU SERVICE.

Differentiate your business with this idea.
Sell more cards.
Ensure the whole team is engaged.
Keep it simple.
Keep the costs low.
Listen to customer feedback, especially their stories.

Plenty of people are time poor. Help them with a free service that sets your business apart.

Offer a card writing / posting service and you make buying cards and buying cards from you more attractive.

In shop visit they can buy a card and stamp, write on the card, address the envelope and leave it for you to post.

The alternative is they take the card home, write on it, put a stamp on it and then walk it to the post box or remember to post it when next out OR they forget about it altogether.

Help people express themselves efficiently and your card sales will grow.

Keep it simple. This is a practical service with trust that you will post the card that day key to the service.

We think it is best to be handed the stamped addressed envelope across the counter rather than it being placed in a box or some other purpose made post item in the shop. The handing it to a person is more certain.

Have a defined process at the counter for handling the cards, placing them in a fixed spot and tasking someone to ensure all cards are posted by mail time each day. Ensure all team members are trained in the process.

Place a small format table near the counter as this is where the service will most likely be used and appreciated most.

You could include on the table the small newsXpress card stand, with three themed cards people could purchase on impulse. This adds value to the stand for the business.

Be sure to include a selection of pens and other materials for writing on the cards.

Here is a low-cost small-format table we sourced from Ikea for our Mount Waverley business. It is placed next to the counter.

Offering this is driving incremental card purchases.

Write about the service on Facebook every couple of weeks. Provide context in your posts about saving time. Tell stories people share with you about what they like from the service.

Encourage team members to talk about the service across the counter with customers.

This service differentiates you from most other retailers selling cards. That differentiation will be most valuable when you promote it.

Here is the sign we use on the stand at Mount Waverley:

Leaving a car open with a pen can easily demonstrate how this can be used:

Stickers, rubber stamps and other items help people embellish their cards and further pitch your business.

SUGGESTED CARD TEXT

Here is a range of suggested card text that customers appreciate being available:

Birthday:

May your birthday be bright as your smile, warm as your heart, and as sparkling as your accessories.
A birthday should be happy. Just perfect through and through, especially when the day belongs to someone as special as you.
And in the end, it’s not the years in your life that count, it’s the life in your years. Happy Birthday.
May your birthday bring you as much happiness as you give those who know you.
Today is your day! Your mountain is waiting, so… get on your way. Dr. Seuss
I could say that you’re getting old and have lost a step or two, but instead I’ll say how much I’ve enjoyed another year of you.

Thanks:

What a wonderful world this would be if everyone’s life could be touched by someone as kind and caring as you.
I’m so grateful for your prayers, messages and wishes. I will keep them all in my heart.
I appreciate all the time you were able to give to help me. It really means a lot.
Thank you form the bottom of my heart.

Friend:

A true friend reaches for you hand and touches your heart.
True friendship is when two friends can walk in opposite directions yet remain side by side.
Be bold in the dreams you dream for yourself.
Your wings already exist, all you have to do is fly.

Love:

Keep me in your heart, I’ll stay there forever. Winnie the Pooh
I love you more today than yesterday, but only half as much as tomorrow.
A hundred hearts would be too few to carry all my love for you.
Some things may be better left unsaid but telling you how much I adore and care for you every day is not one of them. I love you more than words could ever express.

Wedding:

Wishing you a lifetime of happiness, joy and lots of wonderful memories. Congratulations.
For better or worse, you’re in this together so here’s to fun along the way. Congratulations.
New Baby:
Congratulations with the arrival of your new happy and healthy newborn. May you cherish this special time that only comes around once and may it make for lots of wonderful memories.
Congratulations. May your newest arrival also bring with it much joy and happiness for you both as new parents. We’re thinking of you during this exciting time. All the best.

Get Well:

Wishing you all the best with your recovery. May you use this restful time to recharge and energise. All the best.
I’m really sorry to hear of your illness. We’re all thinking of you during this time.
Better you than me. Get well soon.
All the best and we hope that your back to your true self soon.

Sympathy:

Though our words can do little, we hope our thoughts and prayers will support you at this time.
Sometimes it helps a little when your grief is hard to bear to know that there are others who understand and car, so may you find some comfort in this message meant to say that our sympathetic thoughts go out to you today.
Let your memories of (name) ‘s life provide you with the comfort you need during this challenging time.’
May the angels walk with you on this day, and hold and keep you until the main goes away.

PROMOTING AND MANAGING BOXED CHRISTMAS CARDS.

Boxed Christmas cards are an excellent opportunity given that none of our competitors do them consistently well. Get it right and you can make excellent money before, during and after Christmas.

BEFORE THE CHRISTMAS SEASON.

Ensure you have the right stock. Purchase thoughtfully.
Go out from early September with placement at two locations. One should be a high traffic destination location in-store and the other should be near he entrance / exit.
Boxed cards do not have to be on purpose made fixtures. They can work well on a table.
Keep all religious cards separate as they often sell better early in the season.
Change the location every couple of weeks. The goal is to disrupt shoppers.
Ensure the display is always tidy and easily shopped.
Consider promoting an offer. See the promotional posted included with this advice.
From when you first place boxed cards on the shop floor, at least weekly promote one pack on Facebook. Include photos of the designs. Talk about why you like them.
Consider a multi-buy offer: three for $XX or four for $XX. The goal here is to get people buying more than would usually be the case.

DURING THE CHRISTMAS SEASON.

This kicks in mid-November and runs to December 24th.
Place all boxed cards in the best traffic location in-store.
Change the display every week, so it looks like new stock has arrived.
Keep the display full.
Maintain a thoughtfully selected range at the counter. Keep updating the mix every few days.
Stack boxed cards between your two top selling newspapers if you can squeeze in the room.
Place boxed cards between your two top selling weekly magazines.

AFTER THE CHRISTMAS SEASON.

December 26 and beyond.
Go out with a half price offer.
Displays should be basic, nothing pretty.
Buy specifically for this.
Run the sale for at least two weeks.
Even with non discounted cards you will make something from such a sale and it will most likely not affect sales next year.

MARKETING TIPS.

Promote to local nursing homes. Offer to host a party where you bring stock to them.
Offer teachers a discount.
Offer local business owners a deal if they buy more than 10 boxes.
Send cards to your best customers thanking them for their business.
Create a stunning window display promoting boxed cards.
Talk up card giving on your business Facebook page. Here are some ideas:
1. Many families have wonderful Christmas card traditions, what are yours?
2. A card is a keepsake for many people. They store it away as a memory to cherish for years. This year, give a card because it will be loved longer than a text message.
3. People will love that you took the time to write on a card.
4. Every card you give is another pebble in the pond of life. The more pebbles you throw the more love and warmth of heart you share.

Articles in this section

Comments