AMERICAN GREETINGS DRIVES TRAFFIC WITH CLICK-BRICK PROMOTIONS

STEPHANIE LOUGHRAN

CLEVELAND -- American Greetings here has created a "buy one, get one" free promotion that involves a "click-to-brick" strategy to promote in-store traffic, said trade communications coordinator Kristi Marusic.

To promote the upcoming St. Patrick's Day holiday, consumers can print out the coupon by clicking on an animated leprechaun at the greeting card manufacturer's Web site, www.americangreetings.com. The BOGO offer is redeemable at all participating retailers who merchandise American Greetings' brands, including supermarkets like Albertson's, Boise, Idaho; H.E. Butt Grocery Co., San Antonio; Price Chopper, Schenectady, N.Y.; and Weis Markets, Sunbury, Pa.

"Basically, this is a coupon to help drive consumers to participating American Greetings retailers," she said.

While it will run longer than St. Patrick's Day, the promotion themes itself around the next upcoming holiday or season, according to Marusic. The St. Patrick's Day promotional coupon expires March 17.

Consumers can purchase any everyday occasion, holiday, birthday or anniversary card with the coupon.

Marusic said the coupon promotion began Feb. 1 for the Valentine's Day holiday, and sales traffic data for that promotion is still being processed.

Upcoming seasonal promotions will include a spring-themed promotion from March 19 to April 2; an Easter/Passover offer, April 3 to 16; an administrative/professional day promotion, April 3 to 16; a Mother's Day promotion, April 30 through May 13; babies and weddings, May 15 to 28; and Father's Day, May 29 through June 18.

The Mother's Day and Father's Day promotions will offer buy two, get two free.

She said the free card must be of equal or lesser value than the purchased card, with a maximum discount of $3.