Almost two years ago, L.L. Bean began to move investments from infrastructure and staffing to prospecting and advertising. The results are just now coming in

By Reported Donna Loyle

Finally, we have to continue to bring new people into direct marketing. We think the co-op databases and their subscribers are in the same position now that we were a few years ago — too dependent on best customers. Some companies now are netting only 15 percent to 25 percent on their merge.

Prospecting is a real challenge for us, as I’m sure it is for other merchants, too.