Printer Friendly

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.
    -0-                       11/1/91
    /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
COPYRIGHT 1991 PR Newswire Association LLC
No portion of this article can be reproduced without the express written permission from the copyright holder.
Copyright 1991 Gale, Cengage Learning. All rights reserved.

Article Details
Printer friendly Cite/link Email Feedback
Publication:PR Newswire
Date:Nov 1, 1991
Words:433
Previous Article:AMERICAN PETROLEUM INSTITUTE ISSUES STATEMENT ON PROPOSED NATIONAL ENERGY SECURITY ACT
Next Article:NCTMA PANEL EXAMINES WORLD CLASS MANUFACTURING
Topics:


Related Articles
CONSUMERS REVEAL WHY NAME 'HALLMARK' MEANS SO MUCH
HALLMARK TO OFFER 'RIGHT CARD GUARANTEE' IN GOLD CROWN STORES
Hallmark Forecasts Busy Holiday Season for Hallmark Gold Crown Stores
If You're Not Leaving Your Favorite Store With Something Extra This Shopping Season, You're Not Getting Your Just Rewards
Hallmark Keepsake Ornament Premiere Sets Sales Records.
Hallmark Announces Business Web Site Linking Suppliers With Retailers.
Enesco Corporation Among First to Be Offered on New Hallmark Online Purchasing Site.
Yankee Candle Company Joins Hallmark's Online Purchasing Site.
Olivia Newton-John's New Studio Album 'Stronger Than Before' Available Exclusively at Hallmark Gold Crown Stores.
Michael McDonald's Hallmark Gold Crown(R) Stores' Holiday CD 'Through the Many Winters, A Christmas Album' Reaches Gold Within Two Weeks of Release.

Terms of use | Copyright © 2016 Farlex, Inc. | Feedback | For webmasters