WINN-DIXIE SWITCHES TO HALLMARK CARDS

CHRISTINE BLANK

JACKSONVILLE, Fla. -- Winn-Dixie Stores is completing its changeover to a new greeting card vendor with the conversion of several central Florida stores, and celebrating with an accompanying promotion.

"We are changing from Gibson to Hallmark; it has taken some time for the conversion," said Micky Clerc, spokesman for Winn-Dixie. The chainwide conversion began earlier this year, he added. Winn-Dixie operates more than 1,070 stores in 12 states and the Bahamas.

In central Florida, Winn-Dixie promoted the new Expressions from Hallmark greeting card and social expressions sections in store circulars in early November. The ads focused on Hallmark's Warm Wishes line, with pricing starting at 99 cents per card.

Although Clerc would not say why the chain switched from Gibson, he commented, "Hallmark certainly has a good name with the consumer. We feel we will be able to offer consumers good value and a highly accepted line of greeting cards."

While greeting cards are the primary draw of the new purple-and-yellow-trimmed sections, gift wrap, stationery, thank-you cards and other items also are in the mix.

At a Winn-Dixie store in Lockhart, Fla., the Expressions from Hallmark aisle runs parallel to the store's "Wall of Values" and is across from the produce department. In some other Winn-Dixie stores, greeting card aisles are at the center of the store.

Facing the "Wall of Values," the 20 linear feet of greeting cards includes 8 feet of the Warm Wishes line, with 180 stockkeeping units; 4 feet of Hallmark's African American-themed Mahogany line; and 8 feet of holiday cards in both English and Spanish.

A freestanding corrugated display features plush Christmas ornaments from Hallmark with signage reading, "Mini Kiss Kiss Collectibles: Get one pair free with a three-card purchase." The promotion is mentioned in the store circular.

The Expressions section continues on about one-third of the other side of the aisle, which also contains the store's magazines, books, garden supplies, automotive products and school supplies. Next to 18 linear feet of magazines, the 14-foot Expressions section includes 8 feet of party decorations and paper plates, and 6 feet of stationery. There are 50 SKUs of thank-you notes and 18 SKUs of stickers on a metal rack attached to the section.