Shoppers Drug Mart was the first Canadian merchant to launch a gift card mall and is the market leader. But keeping consumer interest requires continued innovation in the category. Retail Category Consultants helped SDM develop an innovative way to bring excitement to the category within the current merchandising space for Q4, the most important selling season.
Working with other retail brands and technology partners, Retail Category Consultants developed promotional value added gift cards using new technology. We developed marketing and merchandising plans that connected with SDM’s target customers. Distribution was designed to ensure that the limited production product was available in the top 400 stores to maximize sales.
The gift cards were distributed to the stores in advance of the ads, and merchandised both in-line and on seasonal displayers to maximize exposure. In just a 6-week promotion period, gift card sales reached $2 million.