How Fair Indigo Created a Customer Base

The company also created custom lists with co-op database Abacus. “It allows you to bring in a few more qualitative aspects of our customer, as opposed to strict list rental,” Nelson says. He plans to expand to other co-op databases later this year, including NextAction and Prefer Network.

Fair Indigo also sends e-mails to its own customers who have opted in. “We feature different products, but we also send informational e-mails about the fair trade factories we work with,” says President/CEO Bill Bass. “We inform on what’s happening in the factories, share interesting stories there, and we know our customers are interested.”