NEWS
UK Greetings aims to win at cards
understanding of what will drive sales
in their stores.”
Key consumers
UK Greetings embarked on an
ambitious programme of consumer
research called The Big Listen, which
Family Focus - the heaviest card buyer, she
saw interviews with over 2.500
never forgets a Birthday or Occasion and likes
consumers in over 1000 hours of
lengthy sentiment.
interviews.
(Actual consumer quote “Nice words are
“What we found,” says Andy,
important to me...the verse needs to reflect the
“is that we can no longer classify
recipient, their personality and taste”)
consumers along traditional lines of

social class, income or where they New Traditional - The next largest consumer,
Andy Paterson, UK Greetings' independent sales director (right) talks
shop but instead we needed to she too has traditional values but it is likely to
through the New Model Line with LtoR: Diane and Derek Firth of
understand the different lifestyle groups be more receptive to progressive ideas and
Thoughts, Southampton and Liz Hall of Cardarama
they fit into.
to make more time for herself. When it comes
“A great deal of research, consumer
to cards she “Likes modern design with short
U
K Greetings has unveiled an ambitious
insight, sales analysis and market activity was
messages that are simple but still meaningful”.
revamp of its full range under the heading
undertaken before the creative process even began,

New Model Line (NML).
all of which influenced the development of the new
Hipoisie - Has a clear sense of style and
The launch gives greater clarity to the
line and helped to direct the characteristics of each
the image she wishes to portray. Her choice
role of each of UK Greeting’s sub brands – Carlton
brand.
of greeting will reflect this sense of style, be
Cards, Gibson Greetings, Hanson White and
“This involved spending time out at retail
Camden Graphics – and is designed to bring greater
design-led. “I want my greeting to be unique, I
observing trends, looking at the way people shop,
balance to the complete range according to caption,
want it to be me”
how they spend their leisure time, what television
design style and price point.
programmes they watch and so on.”

The New Model Line has been over 18 months
UK Greetings has now identified five major
Rowdy - Has eclectic design tastes, enjoys
in the making and features 2079 individual products
consumer lifestyle groups (see panel) and placed
things that are fun and enjoys novelty. “I want
across all captions and brands, which represents a
those categories at the heart of UK Greetings’
to share a laugh with my message, I want my
33% slimming down of the previous range. Around
product development as well as the focus of each of
greetings to entertain”
80% of the NML is totally new.
the four sub brands.

Underpinning the NML will be refreshment of the
Understanding the retailer has also been a key
Town & Country - a lady with an upmarket
Standalone range including new ranges, which are
element of the company’s approach to the launch of lifestyle & tastes, someone to whom social
totally focussed on the needs of the independent
the New Model Line. standing is important. Like her, she “likes
customer. In giftwrap all product will be branded as
“We set out to refresh our understanding of designs that are sophisticated & understated,
Collage under the UK Greetings umbrella and will
the challenges faced by retailers in dealing with
cards that reflect my personality”
feature new product finishes such as flocking as well
consumers’ changing lifestyles,” adds Paterson.
as double sided flat wrap and plant and perfume
“What we are doing is helping retailers target the number of really high priced items.
bags. A new sub brand, Simply Collage, has also
consumers with ranges that better The importance of range planning has also been
been introduced for print only,
suit their needs and instead of highlighted by the launch of the NML.
packaged and entry price point flat
presenting them with a sea of “Our new range plans will appeal to all different
wraps.
similar stuff we are assisting types of consumers,” says Paterson. “Whether they
stores with their product ranging are looking for decorative designs or traditional
Research
decisions so they can maximise product with classic sentiment, fresh contemporary
UK Greetings’ launch of the NML
their sales.” product but with a modern voice, best selling
follows extensive research in over
humour with a reputation for driving sales or
100 stores across a wide range of
Range planning something really cutting edge, inspired by current
retail environments, outlet styles and
The New Model Line also fashion and trends in the market.
locations, backed up by feedback
features a reduction in the “We can also flex individual elements of each
from key greetings shoppers.
numbers of different cards sizes, plan to meet the needs of different retailers –
“The New Model Line is the
heights and skylines to help whether it’s for a higher content of traditional
core of our everyday business,”
create easier-to-shop displays. product or a greater focus on the contemporary
said UK Greetings Independent
In-depth research has also consumer.”
Sales Director, Andy Paterson.
identified the best sellers and Alongside the launch of the new model line,
“Everyday is the largest area of
best performing price points retailers will also have access to new point of sale
greetings and accounts for 78% of
while the balance between material that will help make fixtures easier to shop.
sales in UK Greetings’ independent
brands has been addressed New kits include caption stripping, flags, bus stops,
retailers, which is why we believe
to ensure good entry and exit overhead banners, caption highlighters and a window
the independents need new
price points while bulking out poster. Kits will be supplied automatically to those
product refreshment and a greater
the mid price points to reduce retailers launching new range plans or replans.
6 Greetings Today
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