Profile of Success — What’s Good For the Goose …

HER TAKE ON THE POSTAGE INCREASE: Part of these increases must be absorbed into the cost of doing business because from a branding point of view, Plotnick-Snay says, Gooseberry Patch doesn’t feel it can lighten the weight of paper any further than prior postage increases required. She’s examining who the company is mailing to and its contact strategy. The cataloger is currently doing revised zip models and has a new set of eyes looking at the past results of its buyer file segments. Rather than reduce its prospect mail quantity, she intends to refocus the company’s mailing strategy by using better models and a stronger merchandise focus to drive product category selects and list choices.