Winning at cards: David Ricanati, American Greetings

Drug Store News,  June 26, 2006  

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American Greetings will turn 100 in 2006 and to celebrate its 100th anniversary, the Cleveland-based greeting card giant has initiated some sweeping changes with a program called "Winning at Cards." The program, which is being billed as "the largest new product and merchandising initiative in the greeting card industry in decades," is already in place in hundreds of stores including most major drug chains. Winning at Cards features hundreds of new greeting cards with a different look and departments with new signs and fixtures.

To find out what the company is trying to do with this multimillion dollar effort, Drug Store News asked American Greetings vice president of Everyday Cards David Ricanati to explain some of the basics and tell us what customers can expect to see in stores.

Drug Store News: Can you give us a quick rundown of what Winning at Cards is all about?

Ricanati: We are transforming the greeting card experience for women and we're transforming both the product and the way women shop for it. The company is committed to delivering authentic and modern products and experiences that allow her to share her true self and inspire her to make meaningful connections in her life.

We know that about 80 percent of card buyer segments purchase for the emotional experience, not out of obligation. Consumers told us they need to express themselves with relevant product and they want a better shopping experience.

Drug Store News: How many stores are you using to test the concept?

Ricanati: We're currently rolling out the new product and merchandising system to retail. It's in about 350 to 500 stores right now.

Drug Store News: Have you had the reception you expected or have there been any unusual twists?

Ricanati: The strategy was well received by our retail partners but we both realize it's how everything works in the marketplace. But we're confident we're on the right track.

Drug Store News: When can we expect to see this rolled out nationwide?

Ricanati: By this time next year, it will be fully implemented. But understand that Winning at Cards is a multiyear journey for us, and we have other initiatives we'll be bringing online to help revitalize the category.

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