How Fair Indigo Created a Customer Base

The mission’s the thing, of course. “Part of the process of finding who our customers were was to determine where she’d likely shop,” says Fair Indigo Director of Marketing Terry Nelson. So the cataloger developed a list of prospecting lists. Those included J. Jill, Williams-Sonoma and others. “We felt our customers would likely shop at these catalogs, so they were the lists we rented,” he says.