Hallmark continues to evolve its product line to remain in sync with its audience. They have gone beyond the traditional pre-printed cards and expanded into photo cards—individual cards that they will personalize and send or groups of cards that can be used for invitations.
Hallmark understood that money is a preferred gift, but sending money in a card through the mail is ill-advised. So, now Hallmark has partnered with Venmo to allow Venmo greetings to be included in their cards, and they have collaborated with many retail and restaurant vendors to allow gift cards to be sent in conjunction with a Hallmark card.
The Hallmark app allows users to create cards that can be sent from there, and the app can be customized to send reminders for all the user’s card-giving occasions.
The audience that purchases a standard send-a-card-in-the-mail is shrinking, but innovations at Hallmark may keep the company from becoming obsolete. Think about how you can adapt your offerings to stay relevant in changing times.
