HALLMARK CARDS ANNOUNCES ENHANCED PROGRAM FOR 5,000 GOLD CROWN SPECIALTY STORES
HALLMARK CARDS ANNOUNCES ENHANCED PROGRAM FOR 5,000
GOLD CROWN SPECIALTY STORES
KANSAS CITY, Mo., Nov. 1 /PRNewswire/ -- Hallmark Cards Inc., is strengthening its commitment to its Gold Crown specialty stores with an Enhanced Gold Crown Program, designed to assist Hallmark store owners in developing superior retail environments and product presentations.
The program is intended to help card/specialty stores more fully meet consumer expectations of Hallmark products and to protect the Hallmark trademark. It also benefits store owners who are dedicated to the personal communication business, and who have chosen to promote the Hallmark name and products.
In addition, the new program is designed to improve the profitability of the approximately 5,000 independently owned Gold Crown Hallmark stores.
"This exclusive enhanced program for our Gold Crown retailers, who have shown a strong commitment to Hallmark and its image, will help continue our industry leadership," says Ron Ratkey, Gold Crown Marketing Manager for the Hallmark Marketing Corp.
To receive Gold Crown designation, a store must meet criteria that set standards for quality image, retail management and Hallmark trademark identification.
Stores that choose to meet those criteria may sell Gold Crown- exclusive products, participate in exclusive marketing programs, receive financial incentives and display the Gold Crown logo.
The Enhanced Gold Crown Program provides more ways for retailers to achieve retail excellence and better represent the Hallmark name:
-- Continuous retail training that includes a video program,
district seminars and seminars at Hallmark headquarters
-- Membership in Hallmark Plus, a service that helps retailers
select, purchase and merchandise products from outside vendors
-- Exclusive Hallmark and allied products
-- Exclusive advertising, promotion and publicity programs
-- Continued financial benefits
-- Formal recognition of retail excellence
The Gold Crown program began in 1986 with general retailing guidelines. The enhanced program establishes more specific qualifications. The new criteria address such elements as space, product and image requirements, as well as store focus and participation in ongoing retail training programs.
Any Hallmark store that meets certain basic requirements may achieve Gold Crown status. New retailers may become Gold Crown after a one-year period, if all criteria are met.
"Today's retail environment is dramatically more challenging," Ratkey says. "This program will give the network of Hallmark retailers tools to help them evolve and uniquely fill a need for personal communication products in the marketplace."
The enhanced program was announced at annual Gold Crown fall seminars at locations across the nation during September and early October.
/CONTACT: Diane Wall of Hallmark Cards, 816-274-4873/ CO: Hallmark Cards Inc. ST: Missouri IN: REA SU: BB -- DV007 -- 0255 11/01/91 13:25 EST