Fresh Sends built their brand on personal, high-touch gifting. As volume grew, the same personal touches became the bottleneck. They needed a way to keep the experience premium without slowing fulfillment.
Challenge
Handwritten cards and manual processes were limiting throughput and creating operational strain. The team wanted to preserve the premium feel while shipping faster and more reliably.
The hardest part was not the idea. It was the repeatability:
- Personal touches created variance (quality depended on who packed the order).
- Peak volume exposed bottlenecks (small steps multiplied by thousands of gifts).
- Manual steps made it harder to measure what recipients did next.
Fix
Fresh Sends implemented automated gift inserts and video message flows that printed during pick and pack. The inserts kept their signature style while removing the slowest steps in the process.
What changed operationally:
- Insert templates were standardized, then rendered dynamically per order.
- Print outputs were generated during pick and pack (not manually prepared in advance).
- QR-driven video flows created a measurable bridge from unboxing to online actions.
Results
Teams typically look for three outcomes when scaling premium gifting: higher throughput, consistent brand output, and a measurable path from recipient attention to conversion. Fresh Sends used the changes above to move in that direction without compromising the experience.
Takeaways
- Personalization can scale without losing quality.
- Automated inserts create a measurable path to recipient conversion.
- Ops improvements protect the brand experience under volume.
If you want another example of operational automation, see Daisy London Case Study. For a broader framework, see Personalized Package Inserts.
For the end-to-end measurement model, see The Gifting Flywheel: 6 Stages and 8 KPIs.
For recipient conversion tactics after delivery, see Turning Gift Recipients into Repeat Customers.
