How a sharpened focus on the market let Terri Alpert carve out new niches for her two catalog businesses, Uno Alla Volta and Cooking Enthusiast

By Mark Del Franco

Alpert observed that many catalogers saw their merchandise and circulation analytics “break” when customer purchasing behavior migrated to the Web. “That didn’t happen for us, because all of these codes feed our custom-built forecasting tools, rendering much more accurate matchback analysis than most catalog companies. It allows us a better understanding of the true catalog component of Web volume, with better allocation of unknowns to the right campaign.” Both bring in about 30 percent of incoming catalog orders.