Direct Channels Have National Bankers Supply Counting Its Money

“I wanted to bring people to my door,” Shields says, “to get our name and products in front of large masses of people.”
Crucial Upgrade
Upgrading the catalog was essential for future growth, Shields says. The company invested money in such key areas as photography, creative teams and the use of color in its catalog for the first time. The standard mailing quantity was 5,000 catalogs a year when he and Perhacs acquired the company, and it remained at that level throughout the ’90s. Beginning in 2001, National Bankers Supply replaced the dated black-and-white catalog with a color version and began to prospect more aggressively.