After tackling a merchandising program for Crayola Canada, my MBA team and I wanted to cut our teeth on something digital. We were tasked with determining how Crayola Canada could better manage out-of-stock events and figured out an elegant solution using existing capabilities. had yet to launch consumer online shopping on it’s website, unlike, which meant that online Crayola purchases were primarily made on After multiple out-of-stock events in the back to school period and customers purchasing items from Amazon Merchants in less than ideal condition with inflated prices, we spotted our opportunity.

White consumer online shopping didn’t yet exist, it did for educators. We developed an elegant solution to tie into the existing slack in the educator pick and pack operation and created an Amazon merchant account to capture any sales that would be lost. We were able to maintain brand quality standards for packaging, delivery, and customer service until launched consumer purchasing the following year.