Hallmark is an Am
erican classic, a nearly 100-year-old, third-generation family-owned company with deep roots in Kansas City, Missouri. But even long-standing, venerable companies sometimes must shake things up. When Hallmark realized it needed to freshen up its Gold Crown Card loyalty program—the first of its kind in the greeting card industry—which serves Hallmark Gold Crown retail stores, it knew that finding out what customers, retailers and corporate really wanted from the program was key to its revamp.
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