We are having success pitching roll-wrap outside the card and wrap department in the newsagency, and outside of the card company packaging.
While the Hallmark branded box looks professional and facilitates easy shop floor placement, we wanted something different, something that made the product the hero rather than the corporate brand.
My experience is people buy wrap for the design more so than the brand of the product. So, making the product the hero was a goal for planned changes in how we pitch roll-wrap on the shop floor of the newsagency.
Here is a before picture next to an after picture:
We have four of these stands, all placed outside the card and wrap department, each in a different location and each with carefully selected roll-wrap. We have no more than two designs in each stand. The stands are checked daily to ensure they pitch the product in the best possible light.
This work is part of a broader project changing our approach to cards and wrap, reaching out of the destination location to capture more revenue from people visiting the business to purchase items outside of the card department. The goal is to make the experience in-store more appealing and more memorable than in a traditional newsagency and certainly than shoppers see in a supermarket.
The wire stands we are using are from K-Mart and cost $6.00 each. This is a small and easy investment in a different and more visually appealing approach.
Small steps like this are important in growing sales and increasing the average spend of a shopper visit. Gone are the days of one or two big steps that can be taken to grow revenue. Instead, we are in this world of many small steps and this approach to roll-wrap is one.
If you engage with it, I hope it works for you as it is for me.
Traditionally, newsagents would ask card companies to supply all fixtures and setup the type of display I have written about here. I think this is a mistake. Own your approach. This gives you control and control is paramount. Historically, too many suppliers have had too much control over our floorspace, to our detriment.