Summary
For a brand built on life’s moments, content has to arrive on time. With CommerceIQ, Hallmark lifted sales 9.2% on tested SKUs while spending 80% less time on content updates.
Hallmark’s catalog changes constantly and its year is shaped by seasonal events. Instead of asking its team to rewrite product content faster, Hallmark used an agent to keep content in step with the calendar automatically, across every SKU, including the long tail.
The challenge
When the calendar moves faster than the content
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.
Then there’s the calendar itself: 20 seasonal events a year. Each one is a window to capture more demand, but the window only pays off if the content is ready when shoppers arrive. Miss it, and the opportunity is gone until next year.
01
Constant catalog change
About 25% of items changing every quarter
02
A packed seasonal calendar
20 events a year, each a chance to capture more demand
03
Growth targets
A need to grow sales in key categories
The real constraint: scale
Keeping a few top products current is manageable. Keeping an entire catalog current, season after season, is not. Hallmark needed a way to refresh content across the whole catalog without that work becoming the bottleneck on growth.
The solution
An agent that keeps every SKU in season
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.
Coverage beyond the bestsellers
Because the work is automated, coverage doesn’t stop at the products that get the most attention. Long-tail SKUs are refreshed continuously, so the whole catalog gets the same care as the hero items.
Timed to the calendar
Content is refreshed for each seasonal event, so pages are ready as each moment approaches rather than catching up after it has passed.
Before
With Content Agent
Updates in batches
A quarter of the catalog turning over every quarter
Updates at scale
An agent carries content changes across the catalog
Long tail left behind
Effort goes to hero products first
Long tail kept fresh
Long-tail SKUs are refreshed continuously
Racing the calendar
20 seasonal events, each with its own deadline
Ready for every moment
Content is refreshed for every seasonal event
Seasonal content that keeps pace with the calendar and drives sales growth.
The results
More sales, in a fraction of the time
Hallmark tested the approach on a set of SKUs and measured the impact. The refreshed content didn’t just save time, it sold more.
Performance results
9.2%
Sales lift on tested SKUs
80%
Less time spent on content updates
+10%
Units per visitor
Also improved
Catalog coverage
Long-tail SKUs refreshed continuously
Seasonal readiness
Content refreshed for each seasonal event
Content velocity
Updates scale across a large catalog
Together, the results show that keeping content current can be a growth lever as well as an efficiency gain. Shoppers responded to timely, seasonal content by buying more, while the team spent far less time producing it.
The outcome: a catalog that keeps up with every season, and a team free to focus on growth instead of updates.
Ready to take your ecommerce strategy to the next level?
Request a demo
