Testing Drives Sales Gains for Avanti Press Customers
A party without cake is just a meeting - Julie Child. Introducing 31 new greeting cards!
Avanti Press re-engineered its creative and production process several years ago by adding a retail testing period into the product introduction cycle. "The result is that our new card introductions today deliver improved velocity and variety for our retailers," says Avanti Press Director of Product Planning, Lisa Engler.
The need to create new greeting cards that connect with consumers has gained intensity as retailers strive to optimize relevance with a fast-moving shopper. "In this age of rapid content consumption,"
"The America collection has really taken off for us in the past few years," relates Engler. "We find rarely-seen archival photographs and share the history behind them, creating a strong emotional connection for people of all ages to share. The America brand is now established as a year-round display program for our retailers, and pre-testing new cards helps us fine-tune the content and categories we're selecting for all 3 brands."
Founded in 1980, Avanti Press is a Detroit-based publisher of Avanti, the Global Humor Brand™ as well as the America and A*Press greeting card collections. The company presents its everyday and seasonal card collections in leading regional and national retail outlets as well as independent outlets throughout the United States and Canada. Translated into over 20 languages and distributed around the world, the company also licenses its content to a variety of leading manufacturers of general merchandise categories.
David Phipps, Communications Manager
Avanti Press, Inc.