HALLMARK CANADA
RETAIL MERCHANDISING B2C
OVERVIEW
Hallmark Cards, Inc. believes that when you care enough, you can change the world. That’s why they are known for
their dedication to creating a more emotionally connected world and making a difference in the lives of others.
When they wanted to positively affect their Retail world they knew Carnyx’s ideas would be world beating!
The locations that had the digital endcap placed enjoyed double digit sales growth vs. those locations which did not.
Due to the capital investment required to deploy the digital endcaps only “high value” locations were selected for rollout.
KEY ACHIEVEMENTS
OBJECTIVE
Based on data pulled, it turns out that 8 in 10 consumers who enter the Hallmark greeting card aisle make a purchase.
As a result, Hallmark was looking for new innovative ways to increase foot traffic through their aisles at WalMart Canada
in order to grow sales.
SOLUTION
Carnyx’s solution was to create a dynamic interruption point using a digital endcap (the first in Walmart North America). The bespoke content included brand, product, seasonal, and promotional messaging which we created.
Using beacon technology we also deployed a mobile integration that was accessed via wifi supported by a dedicated wireless network. Once the consumer opted they were sent an SMS message with a link directing them to a microsite
that featured monthly promotional offers and Hallmark how to tips which we branded as Hallmark Help-in-Hand.
We were then able to use SMS push messaging to the mobile device of any consumer who had opted in and came within a 150 foot radius of the endcap, which was located front of store near the entrance.
“Carnyx’s breakthrough solution to our business challenge and ability to manage all facets of our digital out of home foray into retail, including technical integration of hardware/software, content strategy, content creation,
and management of the CMS - made what could have been a most difficult undertaking, a seamless execution instead!”
Hallmark Canada, VP Sales
