Started back in 1977 by a young mother with no business experience, Mrs. Fields has become one of America’s most iconic and beloved brands. Beginning with a single storefront in Palo Alto, California, Mrs. Fields has expanded to over 300 retail locations in the US and another 22 stores worldwide.
As the brand grew and broke into new product categories, it started facing significant competition from online vendors, big franchises, and international brands. With the growth of the digital channel, competing brands started developing and implementing various email, web and social media initiatives to drive traffic and revenue to their sites as well as their stores. With so many competitors in each product category, Mrs. Fields found it hard to keep track of industry trends and remain ahead of its competition. The brand was challenged in identifying areas of improvement for its marketing plans because it was unable to benchmark its campaign performance against an industry average or a set of key competitors.
To address this challenge and affirm the commitment to providing the most attractive offers to their customers, Mrs. Fields invested in hiring specialists to monitor and analyze competitors’ digital campaigns. The data collection and analysis process, however, proved to be very labor-intensive due to the manual data pulls required for each competitor.” As a result, it was nearly impossible to generate competitive reports in a timely manner and thus enable Mrs. Fields to react promptly to successful competitive campaigns garnering considerable customer engagement and, consequently, revenue.