Card Factory has just launched a trial with Aldi, installing a dedicated display of some of its best selling everyday cards in 12 Aldi stores in the UK. The trial, which involves 64 Card Factory everyday designs, is to run for a three month period.
The end cap fixture, which has been developed by Card Factory, features its existing branding with the cards being on sale at the same RRPs as in its own stores.
This is significant development for both retailers – Aldi has never sold everyday cards in the UK and Card Factory has not been involved in a distribution partnership of this nature before.
Karen Hubbard, ceo of Card Factory told PG Buzz: “We are pleased to be working with Aldi, a brand which shares our focus on quality and value, to test our proposition in the convenience market.”
She added that the trial will see a taster of the Card Factory product proposition being brought to millions of Aldi customers who do not live near to a Card Factory store and will also be a good way of gauging the buying habits for those customers for whom convenience and speed is a major driver in their card buying.
When pressed as to whether the partnership with Aldi is likely to lead to doors opening with other retailers, Karen laughed: “This is a turn of the dial for us but it is just a trial, it’s small steps to partner our brand with one with similar brand values.”
This development will no doubt further heighten industry interest in hearing what Karen Hubbard has to say at next month’s GCA AGM and Conference on October 17 when she is one of the keynote speakers, as announced on PG Buzz last week.