In addition to validating some of the retailer’s current strategic decisions, it was discovered that there was an opportunity to reach a larger audience by meeting the unmet gifting needs of men ages 45-64. We recommended promoting more themed offerings and gift options that included customizable greeting cards to this target demographic based on these learnings. It was also discovered that this group was especially likely to shop for gift ideas on social media and online forums, an insight helpful to identify the best channels to communicate with this audience.