Jill T.
Yelp
I was only able to find cards for one of the three birthdays I was shopping for. The one "uncle" birthday card in the entire store was very juvenile, not something my teens would ever sign. Birthday cards for "age 75" had graphics and colors more suited to a "now you're 16" girl, lime green and hot pink? And many, many card slots including in their special displays were ... empty.
Since I couldn't FIND enough cards to buy to use my membership coupon, I decided to splurge and buy a Christmas decoration to meet the $25 required to use my $5 off coupon. Nope. Not allowed because it was already on sale.
I bought the two birthday cards only. The clerk gave back my coupon, but I think she knew I won't be coming back by how she didn't credit my membership for the two cards I bought. No worries. I asked if she would tell the owner about my experience, and she basically said no because the owner knows they're low on stock.
The clerk missed my main point, so here it is owner:
Customers now have beautiful customized digital options on Shutterfly etc. At the other end of the pricepoint, I can buy cheap, cute cards in your own parking lot at Trader Joe's and also at Target across 185th. Is sticking to your guns on every coupon worth winning the battle when you may lose the war? You really don't want to encourage a loyal customer with a membership to rethink her options, and that is what your employee has encouraged me to do.
Consider Kodak, who fired its own consultant for warning them that the future of photography was digital. If Hallmark doesn't recast itself as a company that sells more than cards, then you want to have your own raft ready when the ship goes down.