PROMOTED CONTENT


Accelerating business growth for Biscuiteers


CASE STUDY


Premium gifting business Biscuiteers has ambitious growth plans as it continues to champion the sending of biscuits through the post as an alternative to flowers.


W


hen assessing the business needs going forward, Harriet


Hastings, the founder, wanted to enhance the marketing team’s capabilities by adding strategic and analytical expertise to the group’s skills. Recognising the value that external perspectives can bring to the company, she appointed The Tapestry Agency to help grow the company in line with its five- year plan.


Planning for Growth The Tapestry Agency’s objective was to give Biscuiteers an enhanced understanding of their marketing opportunities. Tapestry focused on


supporting them in those areas where they lacked internal expertise – marketing strategy development and analytical skills - allowing the Biscuiteers marketing team to concentrate on their strengths.


Tapestry began by developing a growth model to support Biscuiteers’ long term plans. By mapping out Biscuiteers key customer segments and analysing customer behaviours over time, they identified how individuals moved between the different groups. Extrapolating the data out allowed Tapestry to forecast how the Biscuiteers business would look in five years.


Continues overleaf >


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