Spinoffs, new merchandise categories and other strategies Redcats USA is using to capture new customers.

By Paul Miller

What’s more, the company literally surveys every catalog that mails, Kazmer says. “We find out what customers like and don’t like about the merchandise in the book, and use those data to react very quickly for our next offers — whether that means updating the quality of merchandise, making sure we have enough stock on hand or even shifting in categories,” he says. “We’re constantly asking customers, ‘What do you want?’”