Case Study: Chinaberry Catalog
Chinaberry’s winning combination: soft on the outside, savvy on the inside
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Currently, 11 percent of the company’s sales come from the Web. While DeMaine would love to see that increase to 20 percent or 25 percent, he notes that in today’s market, e-commerce is no gold rush. “It’s a channel that’s just as difficult to make work as any other,” he says.
Prospecting initiatives include list rental and exchanges, says Ed Ruethling. “We’ve used co-operative databases like Abacus, but we’ve found that the response rates from them have been steadily declining over the years.”
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