High tech makeover for Clinton Cards
Clinton Cards has opened four new-style stores following a high tech re-branding exercise.
The re-branded stores have opened in St Albans, Nottingham, Bristol and Uxbridge in recent weeks. The shops are designed to be brighter and more spacious making them easier to navigate with stock grouped in themes.
In a break from tradition, Clinton's have worked with design agency, the Yard Creative to help deliver a new sort of customer experience.
The shops have touch-screen demonstration areas where customers can test out new augmented reality cards. The technology, developed by Hallmark and first trialled by Marks and Spencer allows the recipient dress up as the characters on the cards or play games on their home PC via a webcam, after activating the card's special code on the Clinton’s website. Prices for the augmented reality cards start at £2.59.
Clinton Cards buying and marketing director John Robinson said that the location of the trial stores was based on strategic analysis of consumer demographics, sales data and geography. The results of the new format will be tested, and if successful Clinton’s will roll out the concept across the rest of its 650 stores in phases over the next 3 years.
The activity is part of a wider re-branding exercise that began a year ago. Clinton’s has further plans to implement a summer-long programme of new initiatives, including a revamped website, an in-store personalised card printing service and a loyalty scheme to reward its regular customers.