Sunday, April 16, 2006

Women, American Greetings and other news

Im sure this is of no surprise, but about 90% of cards in America are purchased by women:

American Greetings revamps for centennial

CLEVELAND - April 12 - By Mike Duff
American Greetings plans to celebrate its 100th anniversary this year in
the spirit of rejuvenation. The greeting cards stalwart plans a makeover
that will bring it up to speed for its second century.

The basis is extensive consumer research to develop a deeper
understanding of women, American Greetings’s primary consumer and the
gender that purchases around 90 percent of all greeting cards sold.

The company plans to invest as much as $100 million in “transforming the
greeting card experience for women,” said David Ricanati, vice president
of everyday cards.

The American Greetings consumer insight effort focuses on a deeper
understanding of “her” and how she speaks, how she connects and what she
wants. Also critical to the process is data that explains why and how
she buys.

As a result, the company developed initiatives to deliver authentic and
modern products and experiences to the consumer that give her the means
to make meaningful connections in her life.

"We know that about 80% of card buyer segments purchase for the
emotional experience, not out of obligation,” Ricanati said.

A consumer priority, the research suggested, is a need for relevant
product that helps folks express themselves provided in the context of a
better shopping experience. The company intends to revive category
consumption by positioning the American Greetings brand speak as a voice
that women want.

In response, the company is restaging its Everyday and Seasonal product
lines in more modern and authentic modes. The company’s Creative
Division is developing thousands of new cards to meet a broader range of
consumer needs and tastes.


Men I spoke to insisted this didn't make sense. But I countered (without much resistance): Women buy cards for men and card for other women; men rarely buy cards for other men (* though the gay market could easily be better developed) and sometimes buy cards for women -- especially their mothers -- but I'll bet that usually they have female consulatation on those buys, putting the actual choices in the hands of ... women.

DQ and I are headed to the National Stationery show in NYC next month to press the flesh, get some ideas and brainstorm with the experts.