Founded as a lone country store in 1980, Plow & Hearth is now a multi-million dollar, industry-leading brand. Through catalog and digital sales, the indoor and outdoor home goods retailer built its success on honesty, integrity, environmental consciousness and excellent customer service.

Challenge

The industry evolves, though, as does the media landscape. For most of its history, the company put the bulk of its marketing budget into paid media — broadcast and other traditional channels. But new product launches were either suboptimal or flat, with very little return on their investment. The brand needed to reach a younger generation of customers, and to limit overhead expenses for campaigns.

Early on, Plow & Hearth was one of the fastest growing national companies because of effective catalog marketing. To take advantage of the digital environment, Plow & Hearth entered e-commerce in 1998 — but the brand’s content management system (CMS) was built for print.

Solution

The client needed an ecommerce site where they could control branding and costs. They already had a military care-package program for their customers to select grocery items that would then be picked, packaged and sent. Quad strategists took that program from a third-party platform and built a portal so the client could have control of data and sales.

Impact

  • Published 74% more catalog pages per year
  • Reduced creative hours on content by 27%
  • Annual capacity increased for web change requests from 400 to 4,000