A Synergistic Approach

The in-house creative team responsible for Country Store catalog also is writing the copy for the new catalog. But an outside agency, CLI of Stevens Point, Wis., has been hired to do design and initial page layouts.

The new catalog will have its own Web site. Internally, Reiman plans to leverage the platform and back end of the Country Store Web site for construction of the new catalog Web site. But, Stanislawski says, to consumers, the two will appear as totally independent business entities. “We’ll use different fonts and graphics; they’ll each have their own look and feel, and of course, totally separate URLs.” Additionally, he notes, “I hope to collect more e-mail addresses from these customers, and grow the Web business [more than Country Store’s].”