E-Commerce and Avenues in Merchandising

Michelle Smye, Vice President, Product Solutions & Independent Retail, Hallmark Canada

Michelle Smye, Vice President, Product Solutions & Independent Retail, Hallmark Canada

In an interview with Michelle Smye, Vice President, Product Solutions & Independent Retail, Hallmark Canada, she outlines the strategies followed by Hallmark in order to keep their existing customers and attract new ones. She also presents advice for senior partners looking to up their merchandising game.

As the vice president of product solutions and independent retail at Hallmark Canada, what do you think are some of the important factors to make note of when selecting a merchandising unit?

Hallmark’s visual merchandising is art and science coming together to create a powerful extension of our brand, driving shopper behaviour and loyalty. Our merchandising strategy is strategic and ever evolving to impact the fluid consumer and marketplace. It is inviting, clear and informative, behaviour-changing, experiential, and immersive.

How can retailers take advantage of today’s retail blend of eCommerce and instore to effectively crosssell merchandise?

We know consumers want and expect a seamless retail experience – whenever they shop and wherever they shop.

A primary focus for Hallmark is to be able to innovate the shopping experience and partner with our retailers to make it easier for consumers to shop for their greeting cards and other Hallmark favourites. Hallmark is investing in capabilities that go beyond just creating a digital shopping experience—we’re helping consumers connect with each other more easily.

During your time at Hallmark Canada, what are some of your experiences that empowered you to gain deep expertise in category management, sales, strategic planning, and retail?

I have been fortunate enough to have held positions in varying areas of retail support over my career, working in human resources, marketing, distribution, customer support and sales operations before taking on responsibilities for retail and category management. Understanding the different challenges presented within each area of focus, ideating innovation, and effectively managing change that will fuel retail growth, have been invaluable both in developing strong partnerships across our internal and external organization and driving strategic wins.

A primary focus for hallmark is to be able to innovate the shopping experience and partner with our retailers to make it easier for consumers to shop for their greeting cards and other hallmark favourites

On an ending note, what is your advice for other senior leaders working in the merchandising (product) sector?

Always have one ear to the ground – understanding what is happening/changing in the marketplace, what is influencing consumer decisions and preferences, and ensuring your staff are aligned with and engaged in delivering the strategic plan – and the other to the needs and opportunities of your retailers, who are on the front lines each and every day, is key to success in our sector.