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 £1 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.