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Asda overhauls its greeting card offer

George branded cards expanded across grocer’s estate

Representing one of the most significant changes to Asda’s greeting card offer in many years, the major grocer has totally revamped its greeting card approach. A brand new selection of greeting cards, including many George-branded designs, a different pricing strategy and new display mechanics, including specially designed PoS have been installed in 600+ stores in the last week.

New greeting card display in ASDA stores
New greeting card display in ASDA stores

In what must be one of the biggest greeting card installations in UKG’s history, the publisher who is Asda’s category partner for greeting cards has worked closely with the supermarket over the last two years to develop the ‘Design For Real Life’ concept.

Commenting on the new installations Ceri Stirland, director of marketing at UKG told PGBuzz: “What Asda has delivered in store in the last week is very exciting. It is great to see such a focus on the category, bringing freshness and excitement.”

Asda instigated the new approach to meet the needs of the customer, making sure that the displays are easier to shop with improved aesthetics and product selection.

Immediately evident is the prominence of a wide selection of own brand George greeting cards which builds on the success of the ‘shop n go’ George card range that was introduced as a small signature range a couple of years ago. While the majority of the new George cards have a retail price of £1.50, there are cards retailing at 50p in this range. A ‘link save’ offer of ‘3 cards for £3’ is heavily promoted to encourage multiple buys.

Other publishers with noticeable presence on plan are Carte Blanche, Danilo, Emotional Rescue and Gemma, whose designs are brokered in via UKG.

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