Expanding Distribution: Books and Greeting Cards

IGP, a company that owned a large warehouse in England for storing and distributing books, was approached by a greeting card company from the U.S. to distribute their products as well. This presented IGP with an opportunity to expand its distribution line and potentially increase profits.

Considering the compatibility of the greeting card market with their existing book distribution market, IGP saw the potential for growth and decided to take on the distribution of both books and greeting cards. By diversifying their distribution offerings, IGP aimed to tap into new revenue streams and reach a wider range of customers.

This strategic decision reflects the historical evolution of mail-order houses and marketing strategies. Companies like Sears and Woolworth's expanded their reach by offering a variety of products through mail-order catalogs, reaching customers across vast distances. The advancements in transportation and communication technologies have made distributing diverse products not only viable but also profitable.

By distributing greeting cards in addition to books, IGP is adapting to the modern business landscape where interconnectedness and logistical efficiencies play a crucial role. This move allows IGP to cater to a broader audience and meet various consumer needs, ultimately driving business growth and success.

In conclusion, IGP's decision to distribute both books and greeting cards underscores its commitment to innovation and strategic expansion in the competitive distribution market.