Branching Out: Successful Spin-off Titles Expand Coldwater Creek’s Brand Territory

Shonk-Simmons confirms that there is a good deal of customer cross-over between the titles. “You always hope to cross-pollinate.”

In prospecting for its catalogs, Coldwater Creek rents lists that work for all titles, but also finds unique opportunities for each book alone, says Shonk-Simmons.

Coldwater Creek also participates in cooperative databases to find profitable suspects and supplement its knowledge of consumer behavior within its sales categories. Models are another tool the catalog company uses to identify cross-sell, upsell and reactivation opportunities.