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Retailer Opinion
Sally Matson, owner of Red Card, Petworth: The role of brands in the greeting card sector: “Branding is an interesting topic. It’s challenging trying to identify my feelings on this and work out whether they are based on being a retailer or being a consumer! As a buyer, brands for me are an indication of quality. I have an expectation that certain brands are pitched at a certain price and will be of a certain quality. On this basis, I am affected by brand when ordering, because I have these expectations. The service from the brand also affects me when ordering - if I need a certain style of card in the shop in a hurry, then there are certain companies that will turn things around quickly - but that’s part of developing a brand too.” Is there consumer awareness of card brands?: “Consumers are not very aware of brands but are very much aware of artists/cartoonists/styles. As an example, I often have people asking for Quentin Blake cards, and Matt cards, but customers would not know that these cards are published by Woodmansterne. The only two exceptions to the rule I can think of are Five Dollar Shake
- where people come in ask for them specifically, and that is because the brand has built a certain style of card and not deviated from that, whereas a larger company like Woodmansterne covers so many different styles. The other example is Rosie Made A Thing, where in the same way, Rosie has built a specific brand that doesn’t deviate in style. I suppose this is a Catch 22 in a way, because it makes it harder for these companies to develop and change their ranges in a way that will be recognised.” Importance of ‘front of card’ branding: “I think the change from cellos to clasps offers a huge opportunity for brand recognition and development in the greeting card industry. Normally brands are on the reverse of cards, but with the introduction of the clasps a company’s name is right there in front of you and
you have to actually engage with it when you remove the clasp. I am sure this will mean that brand recognition by customers will increase.” What non-card brands do you admire?: “Outside of cards, the brand I currently admire most is a fashion brand called Lucy & Yak - they are developing a wonderful ethical clothing brand and I’m sure they’re going to be huge. I have always admired John Lewis and Waitrose because they have committed themselves to developing a brand that delivers the high expectations their customers have. I am also a fan of Lush another ethically conscious brand, with great staff. The interesting thing that links all these brands is fantastic customer service. The staff have brought into the brand and represent it at its best. This is the way to do it.” Above left: Red Card’s Sally Matson with her Retas trophy. Above right: Despite its ‘naked’ approach, Woodmansterne includes the Quentin Blake branding on its Smart Seal label. Left: Lucy & Yak is a brand which Sally Matson admires.
Miles Robinson, co-owner of House of Cards, a group of six shops in the Home Counties:
The role of brands in the greeting card sector: “I see branding in the industry as predominantly a B2B tool. This is still very important and I think the companies that pay attention to this do stand out with buyers. The exception being if you are also selling direct to the consumer or are trying to build a national/global brand (eg Wrendale) then branding becomes far more important. I do not think I am really affected by brand when ordering cards as the design/quality/finished product is still the 50
PROGRESSIVE GREETINGS WORLDWIDE
main focus. Of course, a publisher who has a strong brand presence will stand out, but ultimately it is the sales that will drive future ordering.” Is there consumer awareness of card brands?: “Generally speaking I don’t think the consumer is that aware of greeting card brands. Certainly there is brand awareness of concepts such as Forever Friends, Me to You and Wrendale Designs, but while these all started out as card brands their consumer awareness grew through their move into non-card brands.” The importance of ‘front of card’ branding: “I personally don’t think it’s very
Above: House of Cards’ Miles Robinson is all revved up about the brand values of Ferrari. Left: House of Cards’ Miles Robinson (left) and his business partner Nigel Williamson in House of Cards’ flagship store in Wallingford, Oxon. Below middle: House of Cards has invested in its own brand prominence, including on its own paper bags.
important to have ‘front of card’ branding’ from a retailer or consumer aspect, but I completely understand why publishers would want to do this in the same way retailers, including us, put their shop’s branding on their consumer packaging. Front of card branding can look very smart but we are championing the ‘nested’ card as the new industry standard so we do not see this as crucial.” What non-card brands do you admire?: “Certainly from a retail perspective then John Lewis always stands out. I also rate Ferrari as a car brand, while costing loads of cash it is desirable, sexy, sporty, beautiful and generally improves with age!”