Cataloger Q&A: Dale and Thomas Popcorn Focuses on Cross-channel Promotion and Matchbacks

A four-year old food gift company co-owned by former basketball great and current New York Knicks coach and president Isiah Thomas, Dale and Thomas Popcorn launched its direct-to-consumer business in late 2004 with an e-commerce enabled Web site. With a catalog in the mail to its retail customers by fall of 2005, the direct business grew 800 percent in the first year. Paul Goodman, senior vice president of e-commerce and marketing for the young company, recently talked to Catalog Success Associate Editor Matt Griffin about what led to the decision to launch a catalog, as well as how the direct channel and retail business are working together.