Retail wrapping gets personal at Hallmark
P.I.Y. Ribbons, an exciting new innovation for UK retailers, has been successfully trialled at Hallmark. P.I.Y. Ribbons is a unique system comprising point-of-sale tablet computer and printer that produces high quality satin ribbons printed with the customers’ personal message.
‘P.I.Y. Ribbons is great, everyone loves being able to personalise a gift’ says Leanne Gibbons of the Hallmark store, Rainhill. ‘We’re using it on lots of products…Teddy bears are very popular for new baby gifts. We add the message ‘Welcome xxx into the world’ and wrap the ribbon around’.
‘Yankee candles and balloons are other big sellers. We charge £2 when the gift is bought from us and £3 when they’re taking it for one they have at home’.
PIY Ribbons ‘offers a lovely finishing touch that people are really valuing’ according to Leanne. ‘All card and gift products can have a ribbon’ she adds.
Bespoke items can be catered for too, with the store offering pre-ordered sashes for Weddings, Christenings, hen parties, Holy Communions etc. at £5 for children and £7 for adults.
Muscari Whites Florist, Bromley
‘Customers love the personalisation’ provided by P.I.Y. Ribbons, says Michelle Knibbs of Muscari Whites Florist. The Independent retailer in Bromley is the first UK florist to install a P.I.Y. (Print it Yourself) Ribbons Printer. Inside 12 weeks Muscari Whites has achieved return on investment, while adding a unique selling point for their business.
News of the ribbon printer facility has spread locally quickly and Michelle Knibbs, Proprietor of Muscari Whites has been contacted to produce personalised ribbon for all sorts of occasions. Michelle says, “I regularly receive orders with requests for personalised ribbons as well as calls from happy recipients who think it’s wonderful that their names are on their gift wrap. It’s turning out to be a great revenue stream for my business!”
Michelle has been selling personalised satin ribbons attached to hand tied bouquets of flowers at £1.50 for each ribbon. For thicker ribbons with messages on both sides of the ribbon, the price is £4.50 each. For funeral displays the florists can print named ‘In Deepest Sympathy’ messages on hard backed flower ribbons at £4.95 each. Michelle has found that personalisation is particularly important to people wanting to say ‘Goodbye’ to loved ones.
Muscari Whites now has a unique selling point, which builds customer loyalty and attracts new business through word of mouth.