An overhauled ecommerce site, marketing specialist skills in-house and an investment in a next-generation digital marketing platform has seen US-based gifting business, Hickory Farms, lift off-season revenues by more than 30 per cent.

Speaking to CMO during the recent Salesforce Connections event in Chicago, Hickory Farms CMO, Judy Ransford, said the 76-year old food gifts business has felt like a startup since it was acquired by investment group, Modjule, in 2015.

Despite high brand recognition, the former family-run business, which operates more than 500 pop-up kiosks in the US and Canada during holiday seasons, had suffered a decade of dwindling growth, falling customer list rates, and operated with a maintenance and cost-cutting mentality as a result.

In 2016, investors set out to restructure and modernise Hickory Farms, bringing in experienced retail and consumer goods leader, Diane Pearse, as CEO to

Article source: https://www.cmo.com.au/article/643563/what-food-gifting-business-has-had-do-modernise-marketing/

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