Our strategy​

We use technology to harness our proprietary data on customers’ gifting intentions, generating highly relevant gifting recommendations.

Our algorithms, which are trained across 337m cumulative transactions as at 30 April 2025 (30 April 2024: 301m)¹, continuously enhance the accuracy of our recommendations. As leaders in the online segment of the greeting card market, we capture nearly six times² more data than our closest competitor, strengthening our comparative advantage over time.

_{1. Cumulative transactions as at 30 April 2025. All-time for Moonpig, from 1 September 2018 (post-acquisition) to 30 April 2025 for Greetz and from 13 July 2022 (post-acquisition) to 30 April 2025 for Experiences.}

_{2. Source: OC&C October 2024. UK market share of 70%, compared to 12% for nearest competitor.}

• Rolled out innovative card creativity features including “Your Personal Handwriting” and AI-generated “sticker” images.
• Used AI to enhance search functionality and product ranking so that we show more relevant cards and gifts.
• Introduced AI live inference analysis, which interprets message sentiment in real time to inform our gifting recommendations.
• Strengthened personalisation across the online experience, with dynamic content, personalised reminders and targeted promotions.
• Launched new sign-in options, such as “Login with code” to drive conversion rate.
• Upgraded location filters from region to city level and launched a “gift finder” tool to improve gift discovery and conversion rate at Red Letter Days and Buyagift.

We want customers to be excited to choose Moonpig, Greetz, Red Letter Days and Buyagift and for recipients to be delighted to receive gifts and cards from our brands.

To achieve this, we invest in strengthening our brands and building trust in our quality and service. This trust underpins customer loyalty and drives growth in our customer base as recipients become customers themselves, generating a virtuous cycle of growth.

• Grown Moonpig Plus and Greetz Plus memberships to over 920,000³, increasing customer retention and order frequency.
• Expanded our database of occasion reminders, using these reminders and AI to personalise promotions.
• Executed a full-funnel marketing strategy across social and video platforms, maintaining cost efficiency whilst expanding reach.
• Launched a new Moonpig brand campaign across radio and TV to support key peaks such as Christmas and Mother’s Day.
• Formed brand marketing partnerships in the Experiences business to drive brand awareness.
  
  

_{3. As at 30 April 2025. Moonpig and Greetz only.}

Our ambition is to help customers find the perfect card and gift for every important relationship and occasion.

To achieve this, we continually enhance our range of physical greeting cards, physical gifts and digital gift experiences. By refining our algorithms to improve product discovery, we aim to increase our share of customers’ gifting spend, driving higher purchase frequency and gift attachment rates.

• Launched new card ranges through our design platform, including a collaboration with Scribbler.
• Partnered with Hotel Chocolat and Next to strengthen our chocolate, home and beauty categories.
• Partnered with The Entertainer and Early Learning Centre to broaden our offering of children’s toys.
• Localised Greetz’s offering by adding more Dutch humour cards and designs reflecting popular local interests such as hockey.
• Expanded the Experiences offering to strengthen categories such as affordable dining and subscription gifts while launching trusted brands including Odeon and ABBA Voyage.