Clinton Cards is to emphasise its value credentials following a profit warning last week.

The greetings cards retailer, which warned full-year pre-tax profits would be “significantly lower than current market expectations”, will begin to aggressively communicate value to customers.

Group finance director Paul Salador said: “There’s a perception that Clinton is expensive but we have value ranges priced at a pound. That’s what we’ll be getting across.”

In the year to date Clinton has beefed up its marketing team, with a 25% to 30% rise in headcount, and upped marketing spending by 50%.

The retailer will embark on regional radio and press advertising this year, promoting its three cards for ÂŁ1 offer. It will also communicate its value stance via shop windows and point of sale.

In the five weeks to January 2 like-for-likes across the group fell 2.1%, while dropping 2.8% in the 22-week period. Christmas cards account for about 30% of the group’s total card sales, according to Retail Week Knowledge Bank, and Clinton said the snow hit trading.

Salador said: “It is tough and the weather conditions didn’t help at all.” He said another point of focus to restore growth will be online development. Clinton is launching a personalised cards website later this month.

Topics