Should You Create a Spin-Off Catalog?

• A product category spinoff, probably the most common type of spinoff, uses one strong product category to create a new offering by expanding on that single category.

Examples: Pottery Barn Bed & Bath, Eddie Bauer Home, and Lillian Vernon Gardening.

• A customer group spinoff creates another version of your catalog based on a group of customers that has a significant presence on your file but might be different from the other customers in the file. This group can be determined by selects such as age, lifestyle or gender. If you want to better target buyers you don’t currently have, you can make a different creative presentation and an edited (or enhanced) product selection within the same categories you already offer.