Profile of Success: Tailor-Made for Growth

What He Enjoys Most About The Catalog/Multichannel Business: Studying customer behavior. Drayer says understanding why consumers purchase via catalog/call center, Web or retail is one of the biggest challenges facing not only Paul Fredrick, but the whole catalog/multichannel business.

“Did they make the purchase online because they got the catalog and then went to Google and searched on our brand term, kind of cutting through all that clutter of data?” he asks. “I [like] trying to figure out what the true answer behind that behavior is.”