Celebrity Fastcard marks changes at Clintons
Clinton Cards is branching into new territories with the launch of its latest product, a digital video greeting called the Celebrity Fastcard.
Celebrity Fastcard allows the sending of digitally recorded "Happy Birthday" or "Congratulations on passing your driving test" message from one of 25 celebrities including David Hasselhoff, The Saturdays and Alesha Dixon. The cards already popular across America, are exclusive to Clintons. They are clearly aimed at a mobile-savvy youth audience and the Celebrity Fastcard voucher priced at £3.99 allows customers to send a celebrity video greeting, direct to their mobile phone or email account.
This weeks launch marked a new era for Clintons, spurred on by the dual new appointments of Darcy Willson-Rymer as CEO, formally from Starbucks and Tim Fairs, Clintons first Marketing Director and former Dixons marketer.
Despite its strong high street presence, the greetings card retailer has seen both market share and profits eroded in the past 12 months with increased competition, both on and off-line. Recognising that consumer card buying behavour is changing, Clintons has started to work on a number of new initiatives like their augmented-reality cards that launched in several new-look concept stores this May.
At the launch, Marketing Director, Tim Fairs talked about his vision for Clintons in ‘owning occasions’, offering much more than just a greeting card by adding to the overall celebratory experience such as parties and providing children’s entertainment. He added that one of Darcy’s first priorities as CEO will be grounded in getting back to basics and making sure the retail offer is right.
Clintons lined up a host of celebs for their glamorous launch party in London’s West end including David Hasselhoff and Radio One DJ Scott Mills, plus rapper Teezy and DJ Fenton Gee. Clintons also ran a Facebook competition giving a lucky fan the opportunity to attend this star-studded event and live the celebrity lifestyle for a day.
The initial technology trialed at the launch was not without its glitches, so it remains to be seen whether the Celebrity Fastcard adds to a positive customer experience for Clintons when it goes live to the public from 24 October.