Should You Create a Spin-Off Catalog?

• You have customers who don’t cross over into multiple categories. Therefore, you may be appealing to them only with one-fourth or one-third of your book. An expanded offering will give them more of what they like and will increase their frequency and value of purchases.

• You have customers who have significant mail-order activity in a category you’re currently not offering, and you feel you can present these products to your customers with your brand. However, be sure you’ll have credibility in these categories.