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Hallmark Cards expands data warehouse with Teradata

BY Katherine Boccaccio

San Diego — Teradata announced Tuesday that Hallmark Cards Inc. has expanded its data warehouse environment with new enterprise data warehouse platforms, including new data warehouse appliances, as well as the latest Aprimo Relationship Manager application from Aprimo, a Teradata company.

The upgraded platforms and software tools were implemented while realizing a 30% reduction in total cost of ownership. Hallmark also added utilities for backup and recovery, as well as Teradata Viewpoint and Professional Services support.

“We in the marketing team were ready to start doing more automated multi-step campaigns and the new Teradata-Aprimo software now provides us with that valuable capability,” said DeAnna Blair, marketing project leader, Hallmark Cards. “We operate in a complex, consumer-centric business which requires a more agile data warehouse with excellent performance economics.”

Using Teradata, Hallmark gathers daily POS information, including purchases from millions of loyalty card holders.

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IHL report details growing use of tablets and impact on POS

BY Marianne Wilson

New York — More than four million tablets will be used in retail by 2015, according to IHL Group. The group’s new report, “Mobility: A Gutenberg Moment for Retail, A Threat to POS,” has forecasts for rugged handhelds, consumer handhelds (i.e., iPhones, iPod Touch), and tablet computers to be used at store level from now until 2015 in North America.

Some of the key highlights include:

  • While many would suggest that rugged handhelds will just get replaced by lower priced consumer devices, this will not be the case as this market will rise close to 30% over the next four years through more competitive offerings.

  • Shipments of nonrugged small format handhelds will increase 400% from 2010 to 2015.

  • By 2015, more than 2.7 million tablets a year will be shipped for use in North American retail/hospitality, fundamentally changing some segments.

  • All of these handhelds will have a dramatic impact on traditional POS shipments over time, reducing overall POS shipments by 11% in 2015 and in some segments as much as 20% from previously forecasted volumes.

For more information or to purchase the report, go to IHLservices.com.

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Gift cards going mobile

BY Staff Writer

Boston –Survey results released Tuesday by Shop.org showed that almost half of all retailers plan to offer eGifting this holiday season and 44% are looking at location-based deals as a key element of their mobile marketing strategies.

The survey, sponsored by CashStar and conducted in September at the annual Shop.org Retail Summit in Boston, found a growing concern among retailers about the lack of personalization of gift cards.

Of those retailers surveyed, 72% planned to increase their mobile marketing spend this year, with 6% planning to increase it significantly. Only 2% of survey respondents planned to decrease their mobile marketing spend.

When it comes to mobile marketing, mobile coupons were the most popular offering (64%) followed by location-based deals (44%).

Retailers are planning to promote to the last minute, as 42% of those surveyed plan to stop holiday promotions on the last day consumers can ship an item and have it arrive in time for Christmas, but 32% percent plan to continue their promotions to Christmas Eve.

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