Berglund’s Take

CS: What role do you see the Internet playing for catalog companies in the future?
GB: There’s a huge world in online marketing that’s still out there, and very few retailers have cracked how to do that very well. Online provides us the opportunity to get to this one-on-one communication with our customers. And many direct marketers are still stuck in segmentation and market-thinking as opposed to directing their efforts specifically at individuals. There’s a lot of opportunity there because the better we all can do that, the more relevant our offers are going to be to those people, and the more responsive they’re going to be.