While the card department in the newsagency serves destination card shoppers, it does little to drive impulse purchases. We regularly pursue impulse purchases of cards by placing cards outside the card department, way outside, usually in a way to disrupt the shopping experience.
Every week or two we make a move with cards, to change-up the approach and have cards seen by people who might otherwise never purchase cards from us.
This photo shows one such move with cards. We have pegged a range of naughty cards to a black wire-frame mannequin. We felt this stand was an appropriate host for these cards as it plays against the naughtiness of the text.
The beauty of our approach of playing with cards outside the card department is that we can do this for ourselves, we have more control.
5yo: Mummy, mummy what does Fucking mean?”
Not naughty. Offensive.
Maybe not so much to me. To my customer base.