Our client is a well-known greetings card business, with the parent company based in the USA.
The client was under significant pressure to grow sales value, in an industry sector dominated by key players, and negative price per card sales growth. Innovation was critical to growth but needed a much stronger sales pitch both internally and externally.
We were approached to assist with the development of product innovation – the internal and external category sell.
Following a review of the current ways of working, we initiated a category sell approach for the existing product innovation, which was then used to develop all new product developments.
An internal workshop aligned the sales, marketing, and product teams.
Despite initial reservations, the launch of 3D pop-up cards became a category success.