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Cloth & Paper faced customer confusion.
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The modular line was complex for first-timers.
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Limited team capacity for guidance.
Cloth & Paper, known for luxe stationery, faced challenges due to their complex modular product line. Customers had to assemble their setups, which could be overwhelming for first-time buyers. Despite excellent customer support, the small team struggled to provide one-on-one guidance at scale, often resulting in customer confusion before they could check out.