Running a Small Catalog Business: How to Plan & Trust Others

12. Track track track. Ruma’s order-takers ask customers how they heard about the company upon taking orders. The company also meticulously tracks e-mail campaigns, uses different toll-free numbers for different ads, such as in the Yellow Pages.

13. Be creative. Listen to what customers want. In Ruma’s case, the cataloger asks them what they want for new gift baskets. Research what others in your business are doing. Doing this kind of research led Ruma’s to create organic, kosher, sports-themed and pet gift baskets.