Digital Transformation In Action: Hallmark

WRITTEN BY

Faaiza Ramji

Marketing Advisor

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QUICK SUMMARY

Hallmark’s “Sign & Send” combines the tradition of a greeting card with technology that allows a customer to send personalized cards without leaving their homes.

When you think of greeting cards and Valentine’s Day, you probably think of Hallmark.

The company has long been synonymous with the February holiday, and over the years have pivoted their business offerings to stay ahead of the digital curve. In fact, Hallmark is a great example of the impact of digital transformation.

Most recently, Hallmark created “Sign & Send,” which combines the tradition of a greeting card with 21st century technology that allows a customer to send personalized cards without leaving their homes.

While we may not have worked on Hallmark Sign & Send, we are inspired by the way the product benefits both customers and the business—swipe through to see how digital transformation has helped Hallmark to remain at the heart of Valentine’s Day celebrations.

Hallmark Greeting Cards: Heart-fluttering digital opportunities

Hallmark got its start selling postcards from a shoebox in Nebraska. After the postcard sales dipped, the Hall brothers pivoted to selling greeting cards.

In the late 90s, Hallmark launched their first e-commerce site. Hallmark remains at the forefront of the greeting card industry and they’ve factored digital transformation into their gameplan.

Most recently, they’ve launched Sign & Send cards.

Sign & Send lets consumers send a physical Hallmark card, right from their phones. Customers can add written or typed text to a card through the website, and then Hallmark sends a physical card to the recipient.

With Sign & Send, customers can purchase Hallmark cards right from their homes, without compromising the tradition and experience of a greeting card.

How does it benefit Hallmark?

  • Encourages customer purchasing from anywhere, even if they aren’t near a brick & mortar store
  • Brings a new twist to online greeting cards and Hallmark’s e-commerce presence
  • Data collection and future promotional opportunities

How does it benefit the customer?

  • Easy to send personalized cards from the comfort of home
  • Accessible for those not near a brick & mortar store
  • More opportunities for customization

Taking a page out of Hallmark’s book, how can digital transformation be the beating heart of your business?

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