Exclusive Interview: "Success for us means success for our franchisees"
Franchisors name: Michael Johnson, Managing Director of Card Connection
Tell us about how/when the business was started and the motivation behind establishing the company.
Established in 1992, we are part of UK Greetings Ltd, the British subsidiary of one of the world's largest greeting card companies, American Greetings Inc.
We provide unrivalled service to the retailer, and have been described as one of the best run franchisees in the UK. We invest in people and are proud of our reputation as a caring and professional franchisor and employer.
When and why did you decide to go down the franchise route?
Franchising was a logical step in the Company’s expansion and development. It enabled the wide distribution of our quality products to retailers throughout the UK.
What have been the company’s biggest achievements/successes to date so far?
Card Connection and its Franchisees have, over the years, grown their businesses’ turnover to around £10 million.
This success is down to the efforts of the whole Card Connection team to strive for excellence in every area of its business. Support and assisting the network in optimising profits from their individual franchises is at the heart of this approach. In 2013 our franchisees Ron and Shirley Maynard won the HSBC BFA Franchisee of the Year Micro-Business Award.
What challenges have you had to overcome?
Card Connection’s success is based on the success of its franchisees. Given the recent economic challenges, particularly in the retail sector, it is critical to strive for success through our franchisees by achieving better efficiency, franchisee support and superior products.
What marketing/promotional tools do you use to grow your franchise?
We have recently introduced our striking new, bright pink, point of sale (POS). The innovative design is particularly vivid and appeals to our predominantly female market, it also stands out a mile in-store, which is exactly what helps our franchisees sell even more greetings cards.
What differentiates Card Connection from the competition?
- Card Connection has been a successful franchisor for 22 years.
- The business’ unique model of consignment sales has resulted in a strong brand and established reputation which has been proven over time.
- Currently our average franchisee has been with us for just over 8 years, a testament to the franchise.
- Our in-house creative design team provides unparalleled product development and produces a range of more than 1,200 greeting cards. With weekly new product releases, the range is unrivalled in the industry
- Our franchisees provide a merchandising service to retailers which is second to none.
- Our national account network of customers is extensive.
- Our displays are the best on the market, particularly with our new point of sale and create more sales for franchisees and retailers alike.
- Card Connection is part of UK Greetings, which is a subsidiary of American Greetings Inc., one of the largest greeting card publishers in the world which means we have the back-up and purchasing power of the leading market player right behind us.
In your opinion, what makes a successful Card Connection franchisee?
Enthusiasm, dedication and determination! Our training is thorough so anyone can become a Card Connection franchisee but to run your own business successfully, franchisees need to be self-motivated and be good with retail customers too. Being organised can certainly help and some of our most successful franchisees are couples working together.
What expansion plans have you got nationally and internationally?
Our franchise network in the UK is complete, so the available opportunities now consist of acquiring an already-established territory from an existing franchisee. Occasionally, these do come on to the market so we will continue to market them on behalf of our franchisees.
What advice would you give to someone considering franchising their business?
Seek expert advice! Being a franchisor is a significant responsibility, people are depending on the success of your business model for their everyday livelihood.
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