Lillian Vernon’s mail order business has grown from a black-and-white space ad to nine catalogs

By Alicia Orr , Editor In Chief and Catalog Success

Other marketing efforts have included the mailing of oversize postcards to their best customers announcing special catalog promotions. The company tested a loyalty program in the past, but it didn’t meet profit expectations. “It ends up becoming a discount,” says Green.

Lillian Vernon’s brand also extends to 14 outlet stores, which regularly advertise special sales and store promotions in newspapers in the markets where they are located.