Boxed Card Supplier Failed to Do Basic Research
Have you ever watched the customers who purchase boxed greeting cards? Most of them are buying on behalf of a church to mail them out on birthdays, wedding anniversaries and other special occasions. Despite the fact that the 3 or 4 designs show on the lid, they open the box and go through each design, one by one.
Late in the day on Friday I checked out our boxed card section and noticed that in the birthday selection, one particular brand wasn’t moving. Not moving at all. The cards were from Papercraft/International Greetings and it didn’t take more than 2 seconds to diagnose the problem: The card boxes are all sealed shut with clear round stickers and our mannerly Christian clientele doesn’t want to open them.
How could they miss this little detail? Did they not send staff into stores to see how this merchandise is purchased? Apparently not.
How did I miss this detail? Tomorrow, we’ll go through the boxes and slash them all open. If there’s something there the manufacturer doesn’t want my customers to see, I’d rather everyone knew that ahead of time.