Digging deeper into the benchmark study we undertook based on sales data from 89 newsagencies, it is clear that there is a correlation between gift sales and card sales. In each store with strong gift sales, the card sales were considerably above average for the benchmark. Based on this, why would a newsagent not have a crack at gifts - even if space is tight it makes sense to try and find a way to play in the category and therefore enjoy growth in cards.
Correlation between gifts and cards
Mark
May 28th, 2008 · 2 Comments
Category: Gifts · Greeting Cards
2 responses so far ↓
1 Leon Tonna // May 28, 2008 at 9:42 AM
Mark,
Do customers visit a newsagency to buy a card & while there buy a gift or vice versa. Can the data you have seen, determine which category is the driver.
2 mark // May 28, 2008 at 11:09 AM
Leon it varies form store to store. Usually it starts with cards driving giftf but I now see stores where gifts are driving cards. It all depends on how one attacks gifts.
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