Jay Dittmann from Hallmark shares their customer relations strategy with Deliver.

At Hallmark, it’s the ongoing one-to-one relationship with our customers that keeps our brand relevant in their everyday lives.

Our Hallmark Gold Crown Card Program™ is at the heart of our one-to-one strategy. It has helped the Gold Crown store network remain one of the largest groups of branded specialty stores in the United States. The program helps us maintain a relationship with more than 14 million members. It’s no surprise that with its customization/personalization capabilities, this highly engaging, top-quality direct mail is the foundation of that relationship.

Our customers look to Hallmark to help them manage a range of relationships in their lives. The ongoing communication through the Gold Crown Card Program helps us provide solutions and suggestions at the right time, making us a trusted and relevant partner in everyday personal expression needs.

We ask our Gold Crown Card members to sign up for the program and have experienced a very low opt-out rate. That’s because we know consumers want to receive mail that is timely and relevant to them. We use extensive consumer targeting and corresponding versions of mailers to ensure we deliver content that our members value. We have more than 60 different direct mail versions contacting members with more than 100 million mailers per year.

Research tells us that members look forward to and value receiving their Gold Crown Card communication from Hallmark. We have seen Gold Crown members grow sales to nearly half of store sales. The program allows us to build strong one-to-one relationships with our very best customers.