By - Steve Davenport, Commercial Director, Bartuf Systems.
Tuesday, May 16, 2006

The greetings card industry is an industry facing the challenges of market saturation in part due to constantly changing consumer demand and the emergence of new technologies such as e-cards. In an industry renowned for its creativity and innovation retailers and greeting cards companies are fighting back with the introduction of new products that add incremental sales or target specific markets, expanded ranges and new categories intended to boost sales during quiet periods. Market leading publisher Hallmark, has even turned to television advertising to boost card sales outside periods of seasonal celebrations. Despite this, the value of effective merchandising continues to be underestimated in the pursuit of increased sales.

The quality of retail solution design, together with high standards of merchandising must become increasingly important to both retailers and publishers as they strive to become more competitive. In forecourts and convenience stores where impulse purchases make up a significant percentage of overall sales, customers need to be prompted into their buying decisions. With retail space at a premium providing retailers with fixtures which enhance product visibility in a concise presentation is key. A simple one piece one piece multi-tiered display unit provides the retailer with a mobile and versatile display unit in one piece which can be placed in store hotspots to maximise sales without dominating the whole retail environment. Intelligently situated display will provide an in store cue to the customer by highlighting the product and adding to its status and will automatically induce more impulse sales improving productivity for retailers.

Developments in retail display also means that publishers can operate more control over how their card lines are merchandised. The arrival of coloured plastic means that displays can now be matched exactly to brand colours. On a merchandising level one brand often sells more when displayed on its own and custom designed units ensure that a particular card line is not merchandised with other lines or becoming lost amongst many on a fixture. Branded display also allows the retailer to put new products and card ranges in to the limelight, tells a company's story and reassures the shopper, tempting them in to investing in a new product. As quality tends to be linked to price and brand the customer will assume that the item in the most prominent display is the best that money can buy.

Effective merchandising can be used not only to supplement card sales in non peak periods but also to maximise sales during key sales times such as Valentines Day by persuading customers to upgrade to more expensive cards or additional items such as gift wrap or gift tags. Merchandising can help companies to capitalise on every selling opportunity by displaying all products related to a single occasion together. This ensures that consumer will find virtually everything he or she needs in one place and the result for the retailer is a multiple purchase and increased sales.

It is important that the display fully complements the products as even the most expensive, well designed cards can be let down by poor merchandising. In an industry as artistic and fashion-led as the greetings card industry, it is vital that the display is innovative and appealing. A good display designer should be able to create a display which can harmonise with the store, tell the story of the product and make clear the quality of the design. This will result in an effective visual presentation of the card to the consumer and can increase sales and return custom.

As publishers and retailers try to fend off the threat of text messaging and e-cards with the reminder that the personal touch is best, it could be argued that they should heed their own advice in regards to merchandising. It is simply not enough in today's climate to expect even a quality product to sell itself without well thought out marketing. The focus for the card industry must be to develop better fixtures that enhance product visibility, induce impulse purchasing and improve productivity for retailers.

Established in 1995, The Bartuf Group incorporates Bartuf Systems; Bartuf Display; Bartuf Europe and Bartrux. Based in Holbeck, Leeds, the company now has a substantial national presence, a multimillion pound turnover and is recognised as a leader in the field of high quality display solutions.

Bartuf Systems is a small to medium sized business and boasts extensive experience in the design and manufacture of display solutions for both the UK and international markets.

Contact Bartuf Systems Ltd