One lucky customer in my stores will win a JVC Picsio pocket camera thanks to the Valentine’s Day promotion from Hallmark Cards. These seasonal deals help reinforce a point of difference since not all retailers have offers like this for Valentine’s Day. Being known for a great seasonal card range and a place where shoppers win prizes helps bring infrequent card buyers back for the seasons. We are promoting the heck out of the prize for this very reason – we are the only store in each of our centres with such an offer for Valentine’s Day.
We find the Hallmark alliance program to be great, without sounding like a jan jan the Hallmark fan we like the promos they run and the thought that goes into each promo offer. We have already got interest in the Mothers day promo and like you say it gives us a point of difference to Kmart that also stocks Hallmark.