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CARR GOTTSTEIN ADDS SPACE, VOLUME FOR ALTERNATIVE CARDS

ANCHORAGE, Alaska -- Alternative greeting card sales soared 10% to 20% at Carr Gottstein Foods here after the segment's display space was increased to 4 to 16 feet at eight stores. Carr boosted the selling space for the segment to capitalize on the alternative card market, whose volume is growing faster than the total card commodity group, said Gary Schloss, vice president of grocery and general merchandise.With

ANCHORAGE, Alaska -- Alternative greeting card sales soared 10% to 20% at Carr Gottstein Foods here after the segment's display space was increased to 4 to 16 feet at eight stores. Carr boosted the selling space for the segment to capitalize on the alternative card market, whose volume is growing faster than the total card commodity group, said Gary Schloss, vice president of grocery and general merchandise.

With "50% grosses and card sales growing 5% to 10% a year, the card section is always given a top priority to increase space whenever it's possible," he said. The expanded sections are part of enlarged card centers at eight stores that have been remodeled over the last year. Previously, the departments either lacked alternative cards or had between 2 and 8 feet of display space.

Additional sections will be expanded during future refurbishments, Schloss said.

"Any time we have an opportunity to expand our American Greetings card sections or change the mix to improve variety, we take advantage of it," said Schloss. Stores that are not slated to be refurbished will be updated with new card department fixturing that will create a "wave," or bowed, presentation, Schloss added.

According to Schloss, alternative cards appeal to Carr Gottstein consumers in their thirties more than traditional cards do.

"You can't send someone a birthday card every week, but you can send them a card that says 'Thinking of You,' 'Have a Good Day' or 'What's New With You?' This segment fills that niche." Most of the retailer's card departments range from 150 to 250 feet. They are situated along the outside left perimeter aisle, usually opposite a heavily trafficked bakery or deli section to play off the draw of those specialty foods. The location "gives cards high visibility as customers walk by the deli, snack bar, Oriental Express and bakery," Schloss said. Carr also cross-merchandises alternative cards on spinner racks in pharmacy and at floral. It tries to boost the section with "Buy-Two, Get-One-Free" promotions, radio spots and messages on the store's public address system.