Waitrose prepares to reshape its greeting card offer

Waitrose is putting plans in place to improve its greeting card selection in order to convert more of its shoppers to buy their greeting cards from the upmarket grocer. A new selection and way of working is aiming to be in place as part of the summer replan which will go into stores in August/September.

Hallmark, category manager for greeting cards for Waitrose invited card publishers who currently supply Waitrose to a meeting recently at which the grand plan was presented. The changes will involve a sizeable percentage of card pockets being given over to a revamped bespoke branded selection of cards (created by Hallmark) under a Unique and Different brand. In addition, designs from other publishers will be delivered into store via Hallmark under a brokerage agreement.

One of the new bespoke cards from Hallmark for Waitrose
One of the new bespoke cards from Hallmark for Waitrose

The meeting, fronted by Matt Critchlow, Hallmark’s customer and category director invited publishers to participate.

Matt told PG Buzz: ”We are delighted to be working with Waitrose to grow their card category and unlock potential in their shopper base.  Waitrose shoppers are very loyal to the brand, but we feel through a refreshed card offer, with exclusive designs, we can meet more of their needs.”

He is keen to involve other publishers in the Waitrose card revamp. “There are opportunities for all,” he said, going so far as to describe other publishers’ designs as  “critical to this in helping differentiate Waitrose and bringing the category to life.”

He said there were no set number of publishers who will be involved in the replan, nor any specific targets to achieve.

“We will work with the industry to deliver differentiation for the Waitrose customer,” Matt told PG Buzz.

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