Profile on Plow & Hearth--Reaping What You Sow (2,623 words)

Using ModelMax, Plow & Hearth identified, modeled and mailed to customers in its house file who had purchased home decor items. The remaining books were mailed to look-a-likes from prospect lists and catalog co-op databases.

Since the launch, the company is tracking purchase history separately for both Plow & Hearth and American Home—something that could make a more complete spin-off possible.