While Hallmark recognizes the massive growth in mobile communications, Kessler said his team took "deliberate" steps in building its first mobile app for ecards. "In the past few years, there's been huge growth in mobile, and as Hallmark moves forward, you're going to see more deliberate moves, all part of a much bigger move to an omni-channel strategy" to integrate online with physical stores, Kessler said.
When asked if Hallmark is late to the ecard mobile game, Kessler responded, "I don't think the game has really started yet."
With so many people accessing the Web from smartphones and tablets, it simply makes sense for Hallmark to have a native app for such devices, said Jack Gold, an analyst at J. Gold Associates. "Millennials buy a lot fewer paper cards at the store than older generations do and catering to the next-generation market is a sensible way to make sure you are still in business in 10 to 20 years," he added.
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