DSNTV: McAnarney talks Hallmark’s strategy for success
Greeting cards aren’t dead. Even as technology dominates communication, Amy McAnarney, Hallmark’s vice president and general manager of key accounts and business development, talked to Drug Store News at the recent NACDS Annual Meeting about the demographics and consumer interests driving the greeting card category.
She noted that while the core group of older consumers remains, millennials also make up a significant portion of greeting card shoppers. They are driven, she said, but with an interest in personalizing the interaction with the card’s recipient. Additionally, she said Hallmark is looking to deliver on various elements that boost sales — smaller-sized cards with simpler messages, cards with a tactile, DIY aesthetic and cards that catch a shopper’s eye. Innovation and a tailored approach to its retail partners is helping build business, she said.
“The way that we partner with retailers is ‘Let’s make sure we understand their strategies. Let’s make sure we back them up on it and we show up at shelf like they need us to show up,’” she said.
She noted that while the core group of older consumers remains, millennials also make up a significant portion of greeting card shoppers. They are driven, she said, but with an interest in personalizing the interaction with the card’s recipient. Additionally, she said Hallmark is looking to deliver on various elements that boost sales — smaller-sized cards with simpler messages, cards with a tactile, DIY aesthetic and cards that catch a shopper’s eye. Innovation and a tailored approach to its retail partners is helping build business, she said.
“The way that we partner with retailers is ‘Let’s make sure we understand their strategies. Let’s make sure we back them up on it and we show up at shelf like they need us to show up,’” she said.