RETAIL LOGIC
TERRY
HARVEY
ome say you have as much control covering it up is exactly the right thing to do. The
S
over your sense of humour as you do splash of uniform colour stands out like nothing
your sexual preference and whilst I else on the racks and instantly draws customers
am confi dent about passing through in who cannot help browsing through the entire
the pearly gates when my time comes range despite the warnings.
based on the latter, I think I may get a defi nite ‘sod Success in retail is about meeting the needs
off’ when it comes to my sense of humour. I came of the consumer and whether we like it or not
to this conclusion only recently after enjoying some consumers’ tastes change and we have to adapt
humorously offensive designs amongst the excellent to this changing market. The ‘F’ word is no
offerings of card publisher, Brainbox Candy. longer taboo in society and actually has brand
I admit to being a little disappointed with myself power when you consider one famous chef and
falling about laughing at these cards since I always the clothing company ‘French Connection’. The
believed I carried a certain level of sophistication important thing to remember is, if you are going
about me. Indeed, I was proud of my ability to to do it, do it with style and grace. In other words
thumb through a pile of humour without so much as do not alienate the valuable section of society
a titter and with a face like Jack Dee. However, what who may still be offended.
I hadn’t realised was that my non-amusement with Consider stepping outside of your comfort
these other cards wasn’t the lack of sophistication zone once in a while too and defi nitely purchase
in the humour but simply the fact somebody had outside of your own tastes. You may be surprised
yet to write, ‘Happy F****ing Birthday’ in alphabet at how little you really know your customer base
spaghetti on a slice of toast. until you push the boundaries.
I wondered briefl y whether I should hide this Running concurrently with this trial I
recent discovery about myself from friends and developed an in-store protocol for selling
family or press on to test the market and make some rude humour and the staff have followed
How do you display rude money. this throughout the trial. To date we have not
greetings cards without
I decided to ‘out’ myself and go for the money. received one complaint or adverse comment from
offending your mainstream
The acid test was showing the rude humour to my customers and I would advise other retailers to
straight-laced lawyer wife and slightly posh business follow suit with something similar.
customers? Terry Harvey
partner. Surprisingly, lots of laughs ensued, not to
thinks he may have found
mention some mild relief that I wouldn’t be alone in
the answer. a spot of eternal damnation.
Protocol
The issue I then faced was how
to get these cards into the hands of
• Although not illegal to sell to children it will
Top Shelf
similarly-humoured customers when be our policy not to sell these rude cards to
there was no way on earth they could under 18’s.
be displayed openly on the racks of • The cards will always be placed in the
my beautiful shops. pocket facing backwards with only the top
This was when I developed the card facing forward covered by the sleeve.
greetings
greeting card Modesty Sleeve – a
This prevents un-sleeved cards becoming
simple pocket made out of board
exposed if the top one is purchased.
that allows the card to be displayed
• The rude cards will be displayed at the top of
on the racks without offending the
the racks out of reach of children.
sensibilities of my patrons.
• If a sleeved card is brought to the till please
Naturally, I got back in touch with the chaps at
remove the sleeve and place the card in a bag
Brainbox Candy for their views and to see if they
immediately. Return the sleeve to the display
could run off some prototypes for a trial. They liked
by sleeving the next card in the pocket.
We sold 24 cards
the idea and quickly managed to produce some
• Monitor the display regularly to ensure
fantastic sleeves,which have had some amazing
in one week from a
offensive words are not on display.
results in store.
facing of 20 sleeved
In terms of sales the fi gures can be hard to
My sincere thanks to Mark and Paul at
cards, which I consider
interpret depending on the location of a store but
Brainbox Candy who could not have been
we sold 24 cards in one week from a facing of 20
to be outstanding -
more helpful in bringing this idea to life and I
sleeved cards, which I consider to be outstanding -
particularly amongst
must also point out that their ranges do extend
particularly amongst a spread of humour spanning
20 ft.
well beyond the offensive. Their products can
a spread of humour
Retail marketing is about getting the product
be viewed online at
www.brainboxcandy.com
spanning 20 ft
noticed which generally means: ‘don’t cover it
and can obviously be supplied with modesty
up’. However, this is defi nitely one instance where
sleeves!
26
www.greetingstoday.co.uk
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