A Chat With Beth Guastella, giggle’s New President and COO, Part 1
Also, we'll continue to grow our catalog business, but it will grow proportionally as the overall business grows. Right now we're not looking to expand our catalog growth at a faster rate than the overall company growth.
MC: Do you consider your catalogs to be an acquisition or retention tool?
BG: Primarily, in the most recent past our catalogs have been used for acquisition. But you have the greatest opportunity to have a customer return within 60 days to 90 days of their first purchase. So with that thought in mind, we're looking at how we can use our fantastic catalogs to increase the productivity and profitability of our existing consumer base.
However, for our business model, the acquisition component is critically important. In a lot of retail businesses, you can hold onto that consumer for many years. For our consumer base — the expectant and new parent — you have them for a more finite period of time. So the acquisition component of our business is critically important in making sure that we keep our pipeline full.
Check back tomorrow for part two of this interview!