Back in the Dough
Revitalized catalog mixed with a focus on company roots spurs turnaround at Mrs. Fields Gifts
With that early success and rapid growth, Mrs. Fields didn’t invest properly in the infrastructure (marketing database, systems, tracking) of the direct division, says Greg Berglund, president of Salt Lake City-based Mrs. Fields Gifts. What’s more, the company failed to keep product offerings fresh and relevant, especially the refreshing of photography and item newness.
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