A Taste for Success

Another challenge: maintaining the brand’s image. “I pay a lot of attention to our private-label brand. Any products that have our name on them have to be ‘just to die for,’” she says.

Keys to catalog success: Listening to people. “That’s how you fine-tune your business to make it even better.” For example, Hollis says, “It was by listening to callers that we discovered the huge spike during the holidays was a customer service issue, and so we contracted a local telecenter to help during the busy times.”