Back in the Dough

To increase the relevancy of its products, the company increased the new product percentages for each catalog drop, increased the frequency with which photos of the products were shot and improved the quality of the packaging.

“Instead of taking a picture of burlap or using a drawing of burlap and putting that around a gift package to come across as burlap, we now use burlap,” Berglund says. “It’s the difference between the impression of quality to true quality.”