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.
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.
- 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