January 18, 2006, 12:00 AM

Hallmark.com greets ongoing site upgrades

Hallmark.com has expanded its e-greetings card inventory to more than 1,100 different cards. A redesigned Hallmark e-commerce site also features upgrades to the customer loyalty program.

After more than a year of quietly, but thoroughly, rebuilding its web site, Hallmark Cards Inc. now operates on an Internet platform that features bigger graphics, more interactive content and other upgrades.

Hallmark, No. 90 in the Internet Retailer Top 400 Guide to Retail Web Sites, over time replaced its previous e-commerce platform from BroadVision with WebSphere applications from IBM, says Internet marketing manager Natalie Hartman.

Now, says Hartman, Hallmark.com has expanded its e-greetings card inventory to more than 1,100 different cards that visitors and shoppers can download for holidays and special occasions. The redesigned Hallmark site also features upgrades to the greeting card company’s customer loyalty program. With better technology, members of Hallmark’s Gold Crown Card program can go online to track bonus points, update personal information and request replacement cards. Loyalty program members also have access to a reminder service they can use to send e-mail reminders on special occasions and to an online address book.

“The web site is a total redesign that’s much more interactive,” Hartman says. Hallmark.com uses its web site mainly to support the company’s more than 4,000 independently owned and operated stores nationwide. But Hallmark.com also carries flowers, gifts and other items that shoppers can purchase online.

To improve e-commerce efficiency, Hallmark also redesigned its shopping cart and streamlined order processing. “The redesign makes supporting the Hallmark brand more consistent, Hartman says. “We will continue to make improvements.”

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