Tailoring Directly to Their Customers: A Chat With Sue & Robert Prenner

BP: We knew that we weren’t getting our product to the ultimate consumer in a way we wanted to. The business had been, prior to our getting involved, pretty much a wholesale business with a few products in the jewelry side of it. So we decided we were going to go catalog. And once we did that we were able to add product to the people and offer it to the same people who were buying the other product, with a little bit of advertising and rental of lists.