Hallmark Boosts Sales And Loyalty With Aprimo

Hallmark Boosts Sales And Loyalty With
Aprimo Customized Marketing
Written by Debbie Hauss, Editor-in-Chief, Retail TouchPoints
Using Hallmark’s Retail Customized Marketing
(RCM) solution, independent and corporate owned
Hallmark Gold Crown stores are able to better
target their individual customers and thereby boost
returns on marketing programs. Since its inception,
RCM has generated sales lift ranging from 25% to
250%, depending on the promotional vehicle, such
as greeting cards, postcards, emails or “coupons”
printed directly on the sales receipt.
Via its web portal, RCM provides more than 2,600
Hallmark Gold Crown store locations access to
Hallmark’s Teradata database of their store’s Crown
Rewards loyalty program consumer data. RCM adds
a local marketing component to Hallmark’s usage
of the Aprimo Relationship Manager (ARM) software.
With Retail Customized
Marketing (RCM),
Hallmark store owners
can use complex
targeting criteria to
build custom, Hallmarkbranded content with
timely engagement;
postcards arrive within
7 days of ordering and
emails arrive in less
than 2 days.
With RCM, store owners can use complex targeting
criteria to build custom, Hallmark-branded content with timely engagement; postcards
arrive within 7 days of ordering and emails arrive in less than 2 days.
Although RCM is an optional tool for the store owners, in 2011 98% of all Hallmark Gold
Crown store owners used RCM in some way, even for one bag stuffer or coupon, noted
Carlos Corredor, Retailer Customized Marketing
Manager for Hallmark.
Additionally, in 2011 the RCM program generated
45 million consumer contacts through postcards,
emails, greeting cards and offers on receipts,
Corredor noted, a 14% increase over 2010. “With
that, we are able to give the retailers a lot of rich
insights,” he told Retail TouchPoints.
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Customer Service Department Addresses
Owners’ Questions
To help store owners manage the RCM program
more effectively, Hallmark implemented a Customer
Service Department, which has proven to be a vital
component to the program’s success, to the initial
surprise of Corredor. “When I requested the call center,
I did not believe it would have the influence and good
will it has today,” he said.
Customer Service Department representatives help
store owners with a variety of questions and concerns,
explained Corredor, from “I can’t find this image.” to
“What strategy should I use to engage my consumers
With access to the
Teradata database,
the RCM program
generated 45 million
consumer contacts
through postcards,
emails, greeting cards
and offers on receipts, a
14% increase over 2010.
for a certain holiday?”
The Customer Service Department model has been so successful Hallmark receives
feedback from retailers. Corredor added that recently he received an email from a store
owner that read: “I just wanted to take a minute to drop you a line regarding the RCM
staff. You know, everyone is so quick to tell us how poorly people perform. It’s rare that we
ever hear how good an employee or worker is. It has been such a pleasure to deal with
these folks and they have consistently made my job (and our staff’s job) so much easier.”
Integration With ARM
The combination of Aprimo Relationship Manager and RCM is enabling Hallmark to reach
its goal of acquiring a 360-degree view of customers, while providing results reporting and
analysis. “By feeding the RCM consumer contacts, along with all other 1-to-1 contacts
(mail, email, phone) into our Market Media Mix analysis, Hallmark is able to measure the
revenue and ROI generated by these retail-funded consumer touch points,” according to
DeAnna Blair, Marketing Project Leader for Hallmark.
The data from RCM is facilitating a more effective view of customer loyalty. Store owners
can now assess shoppers by a number of attributes, including dollars spent, card and
ornament units purchased, number of transactions and average spend per transaction.
Additionally, owners can target new members of the Crown Rewards loyalty program, as
well as members whose favorite store may have recently closed.
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