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Swanky card packs nearly triple wine merchant's gift sales

Sherry-Lehmann, a New York wine merchant, faced this marketing challenge: Develop a new service to increase sales, and make the tone seamlessly complement the chic of its Manhattan store.

Pw 10790 Sherry Lehmann

“We had made the decision to offer gift cards to help increase business and give more flexibility to gift buyers,” explains Michael Aaron, Sherry-Lehmann chairman. But the merchant needed the right design to appeal to its high-end wine customers.

The answer came in colorful “DigiSmart” gift cards from AGI Media Packaging, a division of MeadWestvaco’s Consumer Packaging Group. “The gift cards have been successful beyond our wildest dreams, nearly tripling our sale of gift purchases,” Aaron says.

Each gift card comes in a folded, four-panel paperboard package bearing custom graphics. A square die-cut in the front panel offers a framed view of the gift card, which rests inside a PVC tray in the third panel.

The graphic design is based on paintings of 19th Century bohemian artist Henri de Toulouse-Lautrec. The design “echoes the spirit and emotion evoked by Lautrec of the Belle époque, or the ‘beautiful era’ in Paris—familiar, classy, and perfect for the clientele of Sherry-Lehmann,” explains Richard Roth, AGI Media Packaging vice president of sales and marketing.

The gift cards display the same design approach used on the packaging. Wine enthusiasts and high-end gift buyers at the store prefer them to traditional paper gift certificates, Aaron says. Gift card denominations range from $50 to $1ꯠ, but the store has also sold a custom-designed gift card with a value of $15ꯠ, he adds.

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