Do not optimize just because you have the option to plug in an optimization strategy to your marketing budget to improve the bottom line. You need to benchmark first and please make sure that your products are up to pair with the competition specially if your offering is a wide selection of customizable gifts. Being in the market and having the lowest (or most competitive) prices is not enough.
Moreover, if you have a brand that is strong (i.e. Fortune 500) and has market recognition you might already have the momentum you need to up-sell or co-sell related products.
Prove something works first and then optimize, because you’ll never guess where the true issues lie and will waste a lot of time in the process.
If you want more sound advise about IT projects look at this slide show by eweek.com