In a Tough List Market, Catalogers Are Turning to the Co-op Databases for Prospecting

By Alicia Orr Suman

To boost catalogers’ own list rental income, I-Behavior recently launched the I-Behavior List Rental Models product, designed to provide potential list renters with more information about the customers on members’ rental files. This is inferred data, not SKU-level data that members enjoy, explains Wunderman. The program should help catalog list owners generate list rentals in incremental categories where they normally would not see a lot of tests, thereby helping to alleviate the problem of co-ops pulling rental income away from list owners.