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American Greetings Fills Its Card Aisles With Consumer IntelligenceContact: Frank Cirillo or Meghan Olmstead, 216.252.4938 Cleveland, Ohio (September 21, 2009) – People around the world use greeting cards to express a mosaic of different sentiments, emotions, and personalities. But how does a greeting card company create a variety of products that allow each person to find the perfect sentiment for each occasion? For more than 103 years, American Greetings Corp. (NYSE:AM) has maintained its fresh perspective and unique product assortment thanks to one simple and unwavering goal: staying in touch with our consumer. Truly understanding the shoppers who browse the card racks requires an intimate knowledge of our consumer. This includes everything from monitoring emerging trends and habits, to speaking directly with customers to learn the intricacies of how they communicate. This work leads to an inviting selection, but also a much richer understanding of what matters most to consumers. And, according to the greeting card company, what matters most today is often the people who are closest to us. “The importance and impact of the written word has never wavered through the years and illustrates one of the most basic human needs – to reach out and nurture our most treasured relationship,” said John Beeder, senior vice president of sales and marketing at American Greetings. “This provides us with a unique opportunity to play an essential role in sustaining relationships, and it’s a role that we take into account each day as we work to understand today’s consumer, develop new innovations, and create a product assortment that represents every shopper who visits our card aisle.” Innovations excite and reflect the importance of occasions and relationships Over the past few years, the card aisle has been highlighted by technological enhancements, resulting in surprising, interactive and entertaining greetings. In addition to the impressive look and feel, the key to these innovations is that their fun enhancements make every connection more meaningful. “We are always asking ourselves, how can we make the experience of sending or receiving a card even more fun and meaningful?” said Carol Miller, executive director of new product concepts at American Greetings. ““Our consumers have told us that they have a 'no card left unread policy' and insist on experiencing every new card we offer. That makes the shopper more excited to share the greetings with friends and family, and it makes us incredibly proud.” Variety helps to meet different tastes and personalities Innovation helps to attract visitors, and once in the aisle a range of options helps them to make their selection. American Greetings has met this need by strategically implementing new offerings that fit an even wider range of tastes. The acquisitions of Recycled Paper Greetings (RPG) and Papyrus, which give the greeting card company even more ways to help shoppers express themselves and keep in touch, reflect this. “By aligning the American Greetings, Recycled Paper Greetings and Papyrus brands we are able to leverage the considerable strengths of each company under one unified vision,” said Beeder. “This range of products ensures that our consumers will always find something special in the card aisle, and it will allow us to meet their needs more completely.” Greeting cards that put your thoughts into words While the additions of new innovations and brands help to create a successful line-up, few things are as important as the words themselves. Because of this, the American Greetings artists and writers focus on crafting content in a warm, familiar and conversational tone, which is reflective of the many relationships we celebrate through greeting cards. “Without the right words, no greeting can really do the job a card sender is looking for,” said Beeder. “In essence, our job is to take your thoughts and emotions and put them into words for you, and we love that challenge.” For more information about American Greetings, visit the official corporate site at www.corporate.americangreetings.com. You can also follow us on Twitter at www.twitter.com/amgreetings. About American Greetings Corporation |
