A Path to the Present
Another reason she says competition is keen: “Marketing in the information age means it’s easy for consumers to do Internet research and compare prices before purchasing.”
The keys to catalog success: “Always staying ahead of the curve. You can’t just think about what happened last year; you have to think about what happened last month and react to it.” In that regard and in light of the current retail economy, Marshall says the company’s motto this year is: “Think big, operate small.”
She also stresses the importance of channel integration. “We’re always trying to cross-promote across various media.” But, she adds, “You also have to be mindful of the differences in marketing at retail vs. online vs. in the catalog.”
Favorite catalogs: Pottery Barn, French Country Living and Rue de France, in addition to her own catalogs.
Three primary personal characteristics: “A good teacher, a good leader — always challenging the current processes to try to better our business. And I hope I’m a little bit of fun, too.”