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 retailer knew it needed a CMS to integrate print and digital. Quad’s process optimization experts implemented Marketer’s Studio — a proprietary, centralized CMS. The technology aggregated all marketing content, and made it possible to quickly produce content for multiple channels without sacrificing creativity and flexibility. However, Marketer’s Studio still needed skilled managers to take full advantage of the technology to make the process faster and simpler.
- 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