top of page
  • Writer's pictureAdmin

American Girl's Turnaround Plan


Yesterday, Mattel announced their turnaround plan for American Girl. I finally got time to listen to the conference call and note the turnaround plan.

The plan has four key parts:

1- Overhauling the omnichannel (different methods of shopping, for those who aren't business-literate) experience and making sure they get the price/value equation right.

This includes reinvigorating the premium retail experience with better merchandising and marketing to inspire kids to want to come back more often.

2- Enhancing customer relationships and conversion through best-in-class data management and costumer relationship management and improving the online experience and personalization.

3- Delivering a far smarter direct marketing and loyalty program to increase purchase frequency with American Girl's most avid costumers.

4- Modernize the brand's content ecosystem to both attract new customers and deepen brand passion of existing customers.

I'm excited for 1 and 3 mostly, but am really curious about 4. 2 is long overdue and I'm happy to see that happen.

P.S: Happy one-year, Z!


936 views0 comments

Recent Posts

See All

We're nearing the one-year anniversary of Molly McIntire's return to the historical lineup, and due to the timing, some people have decided to ignite rumors on American Girl message forms and YouTube

Due to the Create Your Own shipping delays, I decided to keep this on the downlow until I got a shipping notification. But now that my dad got the notification, I figured I'd tell all the AGDN readers

bottom of page