Q&A: Designer Greetings’ Gimbelman on its Card$mart value proposition

Drug Store News: What are the advantages for pharmacies and drug stores across the United States when they decide to install the Card$mart Store-In-A-Store concept?

Steven Gimbelman: A top advantage for pharmacies and drug stores is that Card$mart outvalues the national drug chains. Most national drug chains sell their cards at full price. Recently, card prices have risen dramatically and the discerning shopper is discouraged. With Card$mart, the shopper can purchase cards all the time at 50% off the published retail price, without sacrificing quality. Such appealing pricing drives traffic to the store, creating new customers. This is one of the only products an independent drug store retailer can buy that outvalues national retail drug chain stores. In addition, data has shown that the Card$mart customer will purchase more units of cards, ultimately improving the retailer’s profit, an advantage every retailer is seeking.

Drug Store News: Why should an existing store think about giving up prime space in their location?

SG: Card$mart Store-In-A-Store is a huge traffic driver. Card$mart is one of the only programs that an independent drug retailer can buy that outvalues the national chains. While the cost to the customer is half the price, Card$mart greeting cards do not sacrifice on quality. Card$mart products are equivalent to the competition’s high end full price card lines. Moreover, while the customer will receive quality product at a value price, the likelihood that they may purchase more units ultimately drives up retail sales, bringing new customers to the store.

Drug Store News: What products are offered in Card$mart Store-In-A-Store?

SG: CardSmart’s primary vendor and parent company, Designer Greetings, offers the most extensive title selection in the industry, with over 23,000 card titles. In addition, Card$mart provides a Preferred Giftware Vendor Program, which is an exclusive benefit to the retailer, whereby the store owner gains access to top gift vendors across multiple gift categories. In addition, part of Designer Greetings’ array of product is its premier gift wrap line, known and recognized nationally as the branded Glitterwrap program. This program includes the essential gift wrap items, such as gift wrap, roll wrap, gift bags, bows and ribbons, all in a variety of sizes and shapes to suit every customer’s need. Designer Greetings is proud to employ a staff of talented artists from around the globe. The attention to detail that they give their award-winning cards satisfies customers and meets the needs of every important occasion. From year to year, Designer Greetings’ product has been awarded the industry’s highest honor, the “Louie Award”. This award recognizes the most outstanding greeting cards, invitations and announcements in the United States. 

Drug Store News: What separates Card$mart from the other card and gift companies?

SG: For more than 25 years, Card$mart has been the only nationally recognized value brand of card and gift shops in America with the attractive and successful value proposition of “50% off cards, everyday” concept. Having a nationally recognized value brand not only entices customers to view the location as a destination shop, but also helps attract new customers seeking to purchase high quality cards at a value price. This unique shopping experience offers buyers multiple options within a single drug store. While the pharmacy industry boasts revenues in the billions, despite what many people believe, the greeting card industry holds its own as a healthy $7.5 billion industry.