Back in the Dough

“The company grew very rapidly,” says catalog consultant Coy Clement, who worked with Berglund and Mrs. Fields Gifts for much of 2006. “My impression was that the controls within the business and sort of the technical underpinning of the business were not very strong when Greg came in.”

Berglund joined Mrs. Fields Gifts in August 2005, a time when the company was struggling to serve its customers properly. At the same time, Mrs. Fields Gifts’ product relevancy was declining. This made it difficult for the company to retain its customers. And with the cost of acquiring customers increasing, the 12-month housefile was taking a substantial hit.