Hardware Retailing

JAN 2019

Hardware Retailing magazine is the pre-eminent how-to management magazine for small business owners and managers in the home improvement retailing industry.

Issue link: http://www.hardwareretailingarchive.com/i/1065332

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Page 58 of 86

DESIGNER GREETINGS Card$mart and Designer Greetings CEO and President, Steven Gimbelman, discusses the company's nationally recognized brand and why the Store-In-A-Store concept is right for Hardware Stores today Why should Hardware store owners think about bringing a Card$mart Store-In-A-Store to their location? With the pressure that brick and mortar stores are facing, the Card$mart Store-In-A-Store concept is coming about at the perfect time, as a way to help increase foot traffic to the store. This program sells greeting cards and gift wrap product to the consumer at 50% off the published retail. Traditionally, hardware stores offer building and home renovation supplies, however, this concept adds a unique product offering that will attract a new clientele, the female shopper. The Card$mart's Store-In-A-Store model's statistics are in the favor of the hardware retailer, as 80% of the purchasers for the product are women. While the cost to the consumer is half off the published retail, the greeting cards and gift wrap products do not sacrifice on quality. Card$mart products are equivalent to the competition's high-end full price card lines, and with today's savvy consumer, the high end finishing touches are sure to impress. Moreover, while the consumer will receive quality product at a value price, the likelihood that they may purchase more units will ultimately drive up retail sales. Card$mart's primary vendor and parent company, Designer Greetings, is a leader in the social expression industry with over 22,000 designs and the most extensive title selections. Both Designer Greetings' and the accompanying premier gift wrap line - "Glitterwrap" are nationally recognized brands. Glitterwrap includes a variety of gift wrap items such as; gift wrap, roll wrap, gift bags, bows, and ribbons, all in a variety of sizes and shapes to suit every customer need. What separates Card$mart from the other card companies? For more than 20 years, Card$mart has been the only nationally recognized value brand of card and gift shops in North America with the attractive and successful value proposition of "50% off, every card, every day" concept. Having a nationally recognized value brand not only will entice customers to view the location as a destination shop, but also help to attract new customers seeking to purchase high quality products at a value price. This unique shopping experience offers buyers multiple product options within their Hardware store. What are the advantages for Hardware Stores across the United States when they decide to install the Card$mart Store-In-A-Store concept? Card$mart has an experienced sales and administrative team of professionals, with years of knowledge in the retail sector of card and gift. The Card$mart team provides support and guidance along the way, assisting the "new comer" or a long-time retailer in various aspects of the business. The collaborative partnership is a significant part of the success of the Card$mart model. In addition to the Card$mart team, the retailer will join a tight knit community of Card$mart store owners who will share ideas that will assist in building a successful business. As a member of the Store-In-A-Store network, the retailer benefits from being advertised on the Card$mart website store locator. Given the growing trend toward consumer's use of social media, having the store listed on the Card$mart website is just one example of Card$mart's forward thinking vision and promotional support for the retailer. Q: A: Q: A: Q: A: A D V E R T I S E M E N T STORE-IN-A-STORE 50% OFF PROGRAM IS A "BIG HIT"! www.CardSmartStoreInAStore.com • @CardSmartCardAndGift • 800.654.6960

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