Cover Story: Rescue Team

With its beefed up infrastructure in place, Conney realized a more efficient and productive work environment, allowing it to redeploy employees into the telesales department without hiring more staff.

Shift in Catalog Strategy
The company also redefined and reduced the catalog’s role in the business. The catalog was mailed only once in 2008, down from three drops per year under prior ownership. In addition to mailing less frequently, Conney slashed catalog circulation by 85 percent to 100,000 — the result of no longer mailing to prospects. As Moyer explains, the book now serves as more of a reference guide than direct selling tool.