A Chat With January's Profile, Brendan Edgerton, vice president of direct marketing, Crutchfield Co. (Text & Audio)

Probably one of the bigger hurdles there was being able to defend and present a rationale for mailing books into our retail areas. Prior to me, that was a very undeveloped area at Crate & Barrel, and we were able to get people on board and do some creative testing and some very disciplined analytics around the performance of catalogs in retail store markets. It was probably one of the greater challenges, but also one of the greater successes. Because I know since then, while I was there and after, rolled out a very nice retail support program via the catalogs because they're able to understand its effectiveness.