Back in the Dough
6. Assembled a team of highly skilled, experienced and knowledgeable employees in creative, merchandising, operations and marketing.
7. Made use of fact-based marketing tools in the data warehouse, such as square-inch analysis, cost of acquisition, lifetime value and multichannel influence.
8. Invested heavily in increasing product quality. For example, because more than 95 percent of its orders are gift orders, the company customizes individual orders. So if customers ask for a very specific sentiment on a decorative ribbon, they can order a basket full of cookies with “Congratulations,” “Thank You,” “Great Job” or “Welcome to the Team” ribbon messages. Mrs. Fields Gifts also has the ability to print a company’s logo on top of its cookie tins.
