Retailers shift their ad spending from TV, radio and print ads to digital ads.
More than 1,000 Hallmark card designs will be available by this fall.
Consumers with digital images stored in their Shutterfly Inc. accounts now can use them to create customized Hallmark greeting cards.
Shutterfly members can visit Treat.com, a greeting card site Shutterfly launched in April, and select a Hallmark design to customize. Currently, approximately 350 Hallmark cards are available via Treat.com, a Hallmark Cards Inc. spokeswoman says. Hallmark, No. 181 in the Internet Retailer Top 500 Guide, says it will add approximately 700 Hallmark card designs this fall to the Shutterfly e-commerce site. Shutterfly is No. 53 in the Top 500.
Treat.com was created from Shutterfly's April 2011 acquisition of Tiny Prints Inc., a private company that operated stationery, photo book and greeting card e-commerce sites.
Consumers pay $2.99 for each card, or less if they become members in the Treat program. Members joining at the Super Sender level—for $11.99 annually—receive a $1 discount per card, while those choosing the $5.99 per-year Savvy Sender membership receive a 50-cent discount per card. Both levels include one free card per year.
In about a year, Hallmark intends to develop an assortment of photo-based gift items available in Hallmark Gold Crown stores that consumers can customize with photos in their Shutterfly accounts. After buying one of the items, the consumer visits Shutterfly and selects the photo. Shutterfly then prints and mails the photo sized to fit the gift item at no additional cost.
“The alliance with Shutterfly elevates Hallmark’s brand presence in the growing personalized greetings category and augments our distribution through Hallmark.com and other online photo services sites,” says Rob Bensman, Hallmark vice president of strategic alliances.