A blog on issues affecting Australia's newsagents, media and small business generally.

Hallmark US introduces sign & send

The Hallmark Sign & Send service offers real handwriting on a physical card posted for you. Click here for a story about it from Know Techie.

This new feature can take a lot of the hassle out of sending any kind of card to friends or family. With Sign & Send, you no longer have to browse the aisles of your local CVS to find that perfect card that you can then personalize and send on its way. Now, you can do it all from your phone, at Hallmark.com.

So how does it work? Well, it’s actually fairly simple. All you have to do is head over to the Hallmark website. From there, you can browse a variety of different cards for virtually every occasion, including birthdays, weddings, anniversaries, and many more.

Once you’ve found a card that suits your needs, you can then write a personalized message and take a picture and upload it to the Hallmark website, and the company will print your message on the card you chose. After that, Hallmark will send your card to the designated address, and your job is done!

It will be interesting to see if this US offer makes it to any other marketplaces. It would not surprise me to see it here. Their online shopping initiative has quietly launched in Australia. Their local website offers consumer direct purchasing. Hallmark is not the only card company doing this.

But, back to the Sign & Send initiative. Card companies the world over have been trying to find ways to keep shoppers engaged with sending cards. The interest in this has to have intensified through Covid and the challenges faced by some retail channels.

In our place in the greeting card supply chain, now more than ever, we have to ensure we have the best possible range of cards presented in easily browsed and bought situations. This is a product category that response to retailer in-store engagement. I mention this in case newsagents grumble about Hallmark and others making moves to better connect with shoppers. We can grow card sales. Plenty of us are, by being engaged retailers who make data driven decisions.

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Greeting Cards

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