“They’ll never go for that.”

The personalized gifts space over the past 20 years has never been more saturated- brands fought for market share while brand and customer loyalty were limited to merely a discount being offered. With an expression reflective of holiday drive times rather core differentiators, Shutterfly was in a race for higher discounts to retain its core customers, challenged (as most competitors were) with expanding its relevance to younger demographics. Meanwhile, Shutterfly the consumer brand had to rearchitect its company strategy as a family of brands (with Shutterfly Inc. the parent brand), all while reinventing processes internally to support the biggest initiative in its short but mighty history.