Things Remembered relies on folks' urge to personalize

Beeler, Amanda
March 2000
Advertising Age;3/13/2000, Vol. 71 Issue 11, p34
Trade Publication
Case Study
This article presents information on the marketing strategy employed by U.S.-based Things Remembered Co. Before catalogs and postcards began boosting revenue to record heights at Things Remembered, the retailer made sure it could live up to its new tagline, The place for personalized gifts. Things Remembered rid its inventory of products that could not be engraved or monogrammed, said Deirdre Girard, cofounder of Prevision Marketing, and that was the key to turning around sales. Girard, whose company began managing catalog and database marketing for Things Remembered in 1998, said that all of the marketing success of Things Remembered falls back on its ability to own personalization. Corporate and consumer catalogs are the platform on which Things Remembered has established communication with its customers.


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