Clintons’ new owner American Greetings is to introduce the UK card retailer’s first loyalty scheme – bringing over a programme runs in the US for sister company Papyrus – to its 400 stores.
It will start with a very basic scheme, offering a “buy 10 cards get the 11th free” deal with a collector’s card, in the coming weeks. The electronic data capture loyalty programme will follow later in the year.
American Greetings also bought Papyrus out of administration.
Clintons has also unveiled its first new look store and brand identity as part of plans to develop a premium positioning. The orange brand logo has been replaced by a red fascia with a more contemporary font.
Marketing director Tim Fairs said the new branding “represents the new Clintons” adding that “everything at Clintons has changed, except the name”.
The new look brand will be rolled out to 100 stores by October and to the rest of the 400-strong portfolio over the next two years, although this could come sooner if there is a major uplift to performance in the first 100.
The new branding will later roll out across the website and to other brand communications later in the year.
