www.timberdisplays.co.uk
The Business of Cards: Alton Garden Centre GCU talks to Card Connection franchisee Paul Silver
A
lton Garden centre is the largest garden centre in Essex and one of the largest stockists of garden furniture and BBQs in the South East. Well ahead of the game, around, 15 years ago Alton Garden Centre had begun to recognise the opportunity to diversify its offering to its valued customer base. Taking its first steps into the gift market, the company started to sell a small range of greeting cards sourced from a wholesale supplier.
Over the years, recognising the growing trend for garden centres to be ‘destination purchase stores’ and a place where people go to purchase gifts, Alton Garden Centre expanded its range of cards and gifts dramatically. This was achieved partly by moving to a greeting card supplier called Card Connection. The company is one of the UK’s leading greeting card publishers and supplies stock through a team of franchisees.
Card Connection franchisee for the region, Paul Silver, has regularly delivered and merchandised a selection of premium-quality greetings cards to Alton Garden Centre for 12 years now. “He works on a ‘consignment’ basis,” explains Emma Cable, Giftware Buyer, Alton Garden Centre. “This is a little like sale or return, except display equipment and merchandising expertise is available to us on free loan, allowing us to expand our stock at absolutely no risk. One major advantage for us using this service is that our franchisee has a detailed understanding of both the greeting card market place and our customer base.”
“The British public sends an average of 31 greeting cards per person every year and so the market for this product is buoyant,” confirms Card Connection franchisee Paul Silver. “However, we also know that the majority of purchasers are female. In fact, according to research by the Greeting Card Association, 85% of cards are bought by women. This means it is really important to appeal to this demographic when selecting and displaying the cards in order to maximise sales. In fact, the way the cards are displayed has a major influence on how many
are sold and so I am always focused on improving the look and feel of the ranges within the display.
“I make an appointment and visit Alton Garden centre about once a month,” explains Paul. “When I visit, I remove old stock and deliver new designs to appeal to the target market and ensure the displays are always kept looking fresh and up to date. The types of cards that work really well in this environment are the sophisticated, hand crafted style and tall hand- made designs which are both unusual and special, offering the customer a touch of luxury. I also deliver seasonal occasion cards like Mother’s Day, Father’s Day, Valentine’s and of course Christmas, which increases the potential sales of such stock in the garden centre significantly. “The sale of greeting cards through the garden centre is constant and provides a regular income stream for the retailer,” continues Paul. “The quantity of sales generated is often related to the size of the display. However, I find that typically, even a small meter square card display in any garden centre outlet, will yield an average of around £70 profit for a retailer every month, with seasonal cards and larger displays offering a further chance to improve sales. For a pound-per-square-foot return, in an environment where space is always at a premium, this represents excellent value considering there is no outlay or staff time required from the retailer to generate this regular and constant income.
“However, this return means stocking cards is popular with other types of retail outlet too,” continues Paul. “Estimates have suggested that one in six high street outlets are now stocking greeting cards. Therefore, to gain repeat custom and to maintain a good level of sales on this type of product in the garden centre, the quality of the display and the continued appeal of the designs are paramount. By offering something a little out of the ordinary, customers will come back for more.”
As garden centres continue to establish themselves as the place to buy gifts, the business of selling cards as a way to diversify stock is an area worthy of careful consideration.
uwww.card-connection.co.uk
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