In a significant collaboration between two retailers, Sainsbury’s is to introduce Scribbler-branded greeting card displays into 280 of its stores on Boxing Day. In addition to the dedicated ‘feature ends’ (which are to remain in place for the next six months), the grocer has introduced various other Scribbler card designs into its main greeting card displays.
“This is an exciting collaboration for both us and Scribbler,” commented Carly Pearson, senior buyer of Sainsbury’s. “It gives Sainsbury’s greeting card offer a different handwriting, further building on our greeting card reputation by appealing to more consumers and answering more card sending needs.”
The feature end displays, which will be clearly branded with Scribbler PoS will accommodate 50 of Scribbler’s own brand cards, a curated collection which has been developed by the retailer’s in-house studio drawing on its own best sellers as well as insights from Sainsbury’s about its customer base.
For Scribbler, the opportunity to work with Sainsbury’s is in line with the edgy retailer’s strategy announced via PG Buzz in May (https://www.pgbuzz.net/scribbler-resurrects-plans-to-offer-its-own-brand-cards-to-other-retailers/) that it would be exploring the options of supplying a select number of other retailers on a wholesale basis in order to expand the reach of its own brand cards, way beyond its own physical stores and online presence.
“I was really interested to read all about it on PG Buzz and so when the Scribbler team contacted me to discuss it further, I was all ears,” said Carly.
From a Scribbler perspective, the merit of the tie-up with the major grocer has increased considerably in light of the spread of the pandemic. “It was an attractive proposition for us anyway, as it takes our brand and our own flavour of greeting card designs to many more people,” said Tom Procter, who is heading up Scribbler’s third-party collaborations. “However, as the Covid situation has evolved, it makes even more sense. Throughout all this the public have shown their love of greeting cards, seeing them as an invaluable way to communicate – analogue winning over digital – having our breed of humour cards in Sainsbury’s means we can help to lighten the nation’s spirits.”
Top: Sainsbury’s has introduced Scribbler card displays into 280 of its stores.