BACKGROUND The Fruit Company specializes in gourmet, handmade, exclusive fruit gift baskets fresh from their orchards. The Fruit Company’s roots extend back to 1942. The company established a solid customer base through mail-order catalog retail, and now does most of its business through online orders. It has garnered attention from Oprah Winfrey’s “O” Magazine, the top consumer reporting magazine, and most importantly, thousands of satisfied customers. CHALLENGE While existing Fruit Company customers know the brand for it’s exceptionally high quality orchard fresh fruit and gourmet gifts, it is difficult to grow business in a space with some very large direct competitors. Additionally, other large retailers are now moving into the gift basket space. Paid search and pay-per-click (

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