Results

The Tree Journey didn’t just surface insights, it sparked a cultural shift. Marketing, Creative, and Customer Support teams began referencing the study in seasonal briefs and decision-making. A single video quote from a customer, “It’s not a product, it’s an experience,” became the center piece of a campaign.

More recently, a “fluffed vs. out-of-the-box” tree content test, which included capturing video to help understand the nuances of the setup expectations, prompted a major rethinking to help set the customer up for success both pre-and post-purchase. Learning that many customers (and even internal team members) were unaware of the time and effort required to fluff/shape a Balsam Hill tree, the study and application of insights will aid in reducing confusion and tree returns with greater transparency in communication. They are now addressing tree returns — which had been increasing year over year — head on.

The BH Insiders Community also helped test seasonal catalogs (for the first time), refine how trees and décor are described, labeled, and displayed, and inform new style guides for Customer Support programs and Merchandising. Internal teams are adapting based on findings: from Merchandising hesitations around transparency to Customer Support piloting a design consultation service with insight-led questions.

What started as one study is now a movement. Balsam Brands has executed dozens of activities through its BH Insiders Community, with plans to expand to B2B and international audiences.