Paperchase pushes the power of the pooches

Paperchase’s senior buyer Nicola Shaw (left) with PG’s Jakki Brown and some doggie chums.

Hundreds of consumer journalists and high profile bloggers flocked to Paperchase’s Spring Launch on Tuesday (14 November), but the ‘real’ attraction at the event was a pack of super cute friendly dogs (Some of which are pictured above with Paperchase’s marketing Bex Ohta (right) and PR assistant Saskia Rudolphy).

The dogs and their handlers brought Paperchase’s ‘Puppy Chow’ collection to life. The quirky cute dog-centric range encompasses greeting cards, wrap, stationery, gifts, homewares and fashion accessories. Scented giftwrap also features as part of the line up, but the smell of cherries, not dogs!

Some of the products in the Puppy Chow range from Paperchase.
Some of the products in the Puppy Chow range from Paperchase.

“It is the first time we have had live animals at any of our press launches, but they have certainly been a big hit,” commented Bex Ohta, Paperchase’s marketing manager.

Next year is the ‘year of the dog’ which looks set to further build on the continued love of ‘man’s best friend’.

Nessa outside Austin and Co, which features as part of America Express’ #PawsOnThePayroll social media activity.
Nessa outside Austin and Co, which features as part of America Express’ #PawsOnThePayroll social media activity.

Credit card company, American Express is tapping into the strong pull of pooches with its #PawsOnThePayroll marketing initiative which forms part of its #ShopSmallUK campaign. As part of this campaign to support and celebrate independent retailers, the #PawsOnThePayroll initiative revolves around featuring photographs of independent retailers which have ‘shop pets’. Playing a starring role in the social media campaign is Nessa, the lovable Labrador who is a main attraction at greeting card indie, Austin & Co in Great Malvern.

As Nessa demonstrates, having a pet in a shop has been proved a benefit to a retailer’s attraction to customers.
As Nessa demonstrates, having a pet in a shop has been proved a benefit to a retailer’s attraction to customers.

Austin and Co is well decorated on the canine front, having been voted as the UK’s Most Dog Friendly High Street Shop for the last four years in a row.

MORE NEWS
 
Hot on the heels of the second ever Spring Fair Debut area, the scheme is coming to Autumn Fair for...
 
Darek Majewski, md of Kukartka/Passion Cards, a Polish retailer, publisher and distributor of greeting cards, talks about the challenges and...
 
Sarah Lovell from Sarah Lovell Art went back to her old school in West Dorset to run an art workshop...
 
The GCA has been flying the flag for the greeting card industry recently with a number of spots in high-profile...
 
Reassuringly the Weiss family will still be very involved in UK Greetings and Clintons...
 
It was a case of holding your nerve for many retailers this Valentine’s Day, with sales mimicking the patterns that...
Get the latest news sent to your inbox
Subscribe to our daily newsletter