Industry Eye: Catalogers’ Updates, People on the Move & Tech Talk
Catalogers’ Updates
Metrostyle: This unit of New York-based Redcats USA, is emblazoning the cycle two winner of “America’s Next Top Model” TV show, Yoanna House, on the cover of its spring catalog in an attempt to showcase the catalog as a women’s apparel fashion authority. Selecting the contest winner comes after Redcats changed the name of this value-priced book from Lerner.
Harry & David Holdings: In April, this multichannel marketer agreed to sell its Jackson & Perkins catalog/
wholesale plants and gardening tools business to an investment group led by Donald and Glenda Hachenberger for $49 million. In a separate deal, Harry & David also agreed to sell 3,200 acres of land in Wasca, Calif., as well as some buildings and equipment — all related to the Jackson & Perkins business. The deals are expected to close by the end of June. The divestitures should result in a modest gain for Harry & David’s fiscal year ending June 30.
People on the Move
The Sharper Image: Steve Lightman in March was named president and CEO of this San Francisco-based gadget marketer. The former president of Crosstown Traders, he succeeds interim CEO Jerry Levin, who’ll remain chairman of the board. Light-man also has been named to the board.
Coldwater Creek: Daniel Griesemer has been promoted to co-president and COO of this women’s apparel cataloger. Formerly the executive vice president of sales and marketing, he continues to oversee the Sandpoint, Idaho-based company’s sales, marketing and national retail expansion, as well as all distribution center and customer contact center operations. President and Chief Merchand-ising Officer Georgia Shonk-Simmons, maintains her role as head of Coldwater’s merchandise, sourcing and creative.
Tech Talk
Postal Rx: CMS Direct has unveiled a software product to help catalogers neutralize the increased cost of postage, enabling them to maintain mailing levels without increased costs or the need to co-mail. Called FreeMAX8, the software program is designed to optimize the performance of a mailing just prior to print bindery. It accomplishes this using advanced address hygiene that goes a step beyond the U.S. Postal Service’s National Change of Address system by identifying undeliverable addresses, changes of address and new duplicates.
FreeMAX8 uses CMS’ Prefer Network co-op database and client-specific models, replacing low-performing names with higher performing ones. An intelligent add-a-name process is included as an option to maximize carrier route compliance for postage savings. CMS claims that one catalog client stands to gain more than $1.3 million in sales — nearly $390,000 in incremental margin — and can generate more than 10,000 new or reactivated names annually without having to increase its 13 million-book circulation.
