Hallmark lifts sales 9.2% and cuts content update time 80% on tested SKUs
The Customer
Hallmark
Founded in 1910 and based in Kansas City, Missouri, Hallmark helps people celebrate life’s moments with greeting cards, gifts and seasonal products.
The Challenge
Hallmark’s calendar is built around moments, and its catalog has to move with them. About 25% of items change every quarter, so the content describing them is never finished for long. On top of that, there are 20 seasonal events a year. Each one is a chance to capture more demand, but only if product content is timely when shoppers arrive. The question was how to keep content current across a large catalog, without that work becoming the bottleneck on growth.
Constant catalog change- A packed seasonal calendar
- Growth targets
The Solution
Content Agent
Hallmark turned to CommerceIQ to take the repetitive work of content updates off its team’s plate. An agent scales those updates across the large catalog, so keeping content current no longer means editing every item one by one.
- Agent scales content updates across a large catalog
- Long-tail SKUs refreshed continuously
- Content refreshed for each seasonal event
The Results
On tested SKUs, the refreshed content lifted sales 9.2% and increased units per visitor by 10%. At the same time, the team spent 80% less time on content updates. Timely content now supports sales growth across the seasonal calendar, while freeing the team from constant manual updates.
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