Sales and Profit
- Additional footfall, leading to extra sales (up to 1m more weekly visitors)
- Higher conversion rates and basket size by selling more interesting items
- Lower origination costs by re-using designs we already own
- Collectable items attract a price premium (e.g. Chad Valley heritage)
- Ladybird heritage emphasises quality and reliability
- Halo effect on WorthIt! by emphasising our value credentials
- Potential to give uniqueness to key ranges (e.g. a real Dickensian card range!)
- Differentiating our offer from newcomer competitors
- Spreading the release of collectable items can stimulate multiple visits
- Our strong music library includes lots of highly collectable content
- Potential to exploit Project Phoenix ideas and WAGL, with clear design input
- Kindle the imagination of suppliers, reinforcing key messages about our brand
- An angle to get us back into the book business? (We invented paperback!)
- Potential for free media coverage (TV + BBC planning radio series already)
- Joins up with Big Red Book and can differentiate this and make it collectable
- Link up with schools and big kid-appeal to attract our 'next generation'
- Leverage our PR and story placement expertise
- Making a virtue out of one of our vices (the older the better!)
- Every new visit is a new 'chance to impress' and win repeat business
- Can be achieved for very low cost without lots of agency or consulting help
- Emphasises our mass-market appeal and also our classlessness
- Quintessentially English range and royal connections for export (CV/LB/Home)
- Market potential for some products in the USA and Canada (dip our toe)
- If 40m people visited once to find out what the fuss was about and spent £5 that would be a staggering £200m sales and potentially £60m profit!
- If 1m started to visit again every week spending £5 this would generate £5m per week in sales, £260m p.a. sales, recurring year by year