We are pitching gift packaging off-location. That is, away from the usual fixed location for the category.
This display brings the product to life more than usual and puts it in front of more shoppers. Both actions grow sales sales.
This photo is one side of the display.
This photo shows the other side of the display. You can see we have different approaches for each side.
The display is (easily) changed weekly to offer a fresh view to regular shoppers and as part of the process of incremental change / refresh for the business. Sales growth is the core focus of all this.
The gift packaging category does not do as well for newsagents as it should. I say this based on newsagency sales benchmark data and comparison of this to overall gift packaging data.
Bottom line: we should be selling more bags, wrap and related gift packaging items. I think our sales should be at least a third higher than they are.
While some might say this is a function of product, I think it has more to do with lack of creative engagement with the category in-store.
We can fix this with minimal capital, inventory and time investment. Hopefully the photos act as inspiration.