Independent Retailers

AND THE WINNER IS…

I have worked in the retail industry for 35 years and there is still one thing that shocks me.

The amount of businesses - be they retailers, manufacturers or suppliers - who don’t enter their industry awards is shocking. For me, wherever you are in the supply chain, entering awards is a great way to raise the profile of your products and brand whilst getting your offering under the noses of the right people.

Awards organisers work really hard to get an esteemed panel of industry experts to be a part of their panel, thanks in part to their influence on the market, knowledge and profile. How often would you have a free opportunity to get your products evaluated as part of a curated group of buyers?

Whilst you’re impressing buyers involved in the awards itself, the additional credibility a product gains from being a finalist or winner increases its appeal to other potential stockists.

For retailers, viewing products in a judging setting can be helpful because it narrows down your field of vision to new products, often from suppliers you’d simply walk past at a show.

From a personal point of view when I am a judge across the cards, gifts and stationery industry, it is very common for me (and others) to note down what they see whilst judging, before following up on relevant stands or contacting the suppliers about products of interest.

There are often additional benefits to entering awards. For example, The Stationery Show gives entrants an opportunity to showcase their products to all visitors on the new product stand at the entrance to the show.

In 2017, the London Stationery Show set a new competition called Launchpad – hoping to sky rocket existing businesses opportunities on the back of their attendance at the show.

Aimed at new businesses who have not exhibited at the Stationery Show before, Launchpad’s eight winners get the opportunity to have a stand at the show for free - a great opportunity that could have been otherwise unaffordable.

Some examples of people who won Launchpad include Bloom, a Dutch greeting card company who entered the competition as part of their UK launch strategy. Having won a stand in 2019, they are now taking orders every week from UK companies as a result. What an incredible way to enter a new market!

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From 2019, Cardshit were another winner of Launchpad who gained three strong leads from national retailers at the show, one of whom has ordered already - definitely a case of great product, in the right place at the right time!!

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Whilst the London Stationery Show’s opportunities continue to open doors for retailer, entrants for the Giftware Association’s Gift of the Year allow manufacturers showcase their products on the GOTY website from the date the entries open for a full twelve months until the same time the following year. Imagine it; a virtual showroom open to any retailer to view whenever or wherever they wish.

The Handcrafted Card Company won the card category at GOTY in 2019. As part of their launch strategy, they enter awards regularly and it’s clearly paid off for them in the last twelve months, receiving orders for their award-winning range immediately after winning the prize, from both existing and new customers whilst partnering with a new distributor to upscale their business.

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There two award models are great but, of course, every award works differently. Judges at the Henries Greeting Cards awards judge the categories not knowing who the publishers are, but are able to request information on publishers of specific cards they liked after the event.

Cinnamon Aitch were winners of a 2018 Henrie Award and find that awards extend the marketing of their new ranges. Whilst there is no correlation between winning and orders, Cinnamon Aitch’s win has been mentioned by buyers they’ve spoken to and it gives them a really positive brand endorsement.



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Whether it’s a Henri, a Launchpad award or something else you’re shortlisted for (or hopefully win), you’ll be guaranteed an appearance in exhibition brochures, websites, featured in listings in industry publications and more. So instantly, without minimal work, the visibility of your business and product becomes much more visible within your sector and the wider industry too – invaluable PR without any major outlay.

Whilst the entering the award is important, celebrating your win is important too. Ensure you share your win with existing customers, keeping your contact lines open and allowing them to feel connected to your business. An award win (or even a shortlisting) gives you an opportunity to re-engage with some former sales contacts – it might tempt them to place another order !!

There are a selection of awards that can work really well for retailers too. As the high-street is slowing and retail spend is considerably down, it is really important to create a point of difference for your business. Entering -and hopefully winning awards -can be a really good way of raising your profile, be they a local award or awards for your industry.

Not only is it a great shot in the arm for your business, it is a great morale booster for your team too.

Aga Gabrysiak, Owner of Highworth Emporium, won an award at the 2019 Greats said: “We all work really hard to make sure we have the right stock, nice selection of cards, attractive displays and a social media presence. Sometimes it can really tough and you often think that your efforts are going unnoticed. Being awarded with such a great prize has given us an immense dose of extra energy and pride.”

Following their win, Aga and the Highworth Emporium team have taken the opportunity to celebrate with customers, local press and trade press. We’re sure that the local media coverage they achieve will help them gain new customers in the future.


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Business is getting more and more difficult for all of us so why wouldn’t you do something to help you stand out from your competitors? Entering awards is relatively quick and inexpensive but the benefits of being a finalist or winning can be significant. Surely, it’s a no brainer!

Ultimately, it’s time to reward your gold star efforts with an award of your own – who knows where it will lead?

It’s like great French footballer Zinedine Zidane once said: “It doesn't matter how many times you win an award, it is always very special.”

How does the rise of ‘Health and Wellness’ impact the ranges that retailers stock?

How does the rise of ‘Health and Wellness’ impact the ranges that retailers stock?

As retailers, we should all be thinking about how we can maximise any opportunities that changes in circumstance present. More than that, we need to be keeping our eyes open and actively looking for them - and Health & Wellness is a growing trend that I believe we should all be paying attention to! Here’s why…

It's a Kid's Life

It's a Kid's Life

At this time of year, it’s really evident that it’s a kid’s life! Card sending is all about marking occasions - be they personal and individual or seasonal and cultural. As a retailer, thinking about these in relation to children specifically can open up all sorts of opportunities to broaden your occasions offer and there has never been a better time to do it…

The rise of Localisation and Personalisation in the Card and Stationery Market

Over the last few years there has been a significant increase in the number of retailers developing their own card ranges and publishers opening their own shops. So what is it about the current retail market that is making retailers and publishers take these initiatives when so many other retailers are closing their shops ?

Naturally, there are different motivations depending on where you are in the supply chain but when we examine closely, we see even players in the same sector have different reasons for doing this. The one thing that is the same for everyone is that they want to feel they can create a point of difference between themselves and their competitors and to encourage consumers to spend money with them. There are lots of ways that a retailer can do this and card retailers are no exception.

Let’s start with larger card retailers like Paperchase. They have been printing their own brand cards for more than 30 years. In fact a significant percentage of their card and stationery range is own brand and they have always used this as a unique point of difference so that customers who wants that type of product will have to shop with them. They have always been at the cutting edge of design and they have built their brand on offering innovative designs and product formats. This type of brand differentiation is critical for many retailers and developing own brand products allows them to do this; refreshing and renewing ranges as they feel they need to to keep them ahead of the competition. 

Traditionally this has been felt to be the preserve of larger retailers because of the volumes that have had to be produced to get reasonable cost prices. But with the advent of digital printing this is now becoming an option for many who want to do small print runs. For example, the National Trust who wants to be able to feature their stunning , buildings, gardens and landscapes at their individual properties; whilst litho print runs are rarely an option, good quality digital printing has opened up all sorts of opportunities for stocking wider ranges of unique images that visitors are keen to buy.

For me, this is part of the localisation trend we are seeing come to the fore to meet demand from consumers who want to buy something that has some meaning and relevance either to where they live or somewhere they have visited. This does not mean you have to be in a major tourist destination, but rather people enjoying spending time somewhere with friends and wanting to send or give a card.

If you are considering launching a range, it’s worth noting that your customers are not looking for an outdated photographic image either but rather a modern illustrative image or maybe something humorous that those in the know will understand… 

Are you brave enough to open a retail shop at the moment?

Are you brave enough to open a retail shop at the moment?

I expect most of you reading this headline would say ‘NO WAY’ - who would be daft enough to do something like that this in the current economic climate? Well the truthful answer is ‘plenty of people’. Both small independents and larger multiples. But why are they doing this when so many outlets are closing; what do they know that we don’t?

What does no more gratuitous gift-buying mean for homewares?

What does no more gratuitous gift-buying mean for homewares?

Anyone involved in retail knows just how hard it is to maintain sales at the moment. Now more than ever, every little bit helps and offering relevant and related products to supplement your homewares offer could be one way of increasing sales by driving up your average transaction value. So with this in mind what type of ‘gift’ products would be relevant to stock in a homewares shop?

2018 Trends: What's hot in Journalling, Organisation and Stationery

2018 Trends: What's hot in Journalling, Organisation and Stationery

Following on from my last article on the Top 3 Stationery Trends of 2018, I promised to share some of my favourite examples of 'on trend' stationery that may be of interest to your customers. From Diaries and Journalling products to Social Stationery and Calligraphy sets - it's all covered in my blog this week...

Are these 3 Stationery trends relevant to your customers?

Are these 3 Stationery trends relevant to your customers?

Every trade show you go to, industry magazine you pick up or website you read will tell you what is 'on trend' - but as retailers and suppliers our role is to decide which trends are relevant to our customers and how we can tap in to this to maximize the opportunity it presents for us to grow our businesses by satisfying our customer’s needs. 

Do you have eligible product?

Do you have eligible product?

Why doesn't every supplier or manufacturer enter at least one eligible product for an industry award... every year? With the many, many category options across the various industry awards, nearly every supplier or manufacturer has an eligible product - which means any buyer or retailer can stock award-winning product! It's time to embrace the fact that wherever you are in the supply chain you can use this year’s industry awards to your advantage. Here's how: