Steady As She Goes

“As this baby boomer audience ages,” Giesler says, “these people may want to spend less money or they’ll simply become more value-conscious with various types of apparel, shoes, sleepwear, etc.,” he says.

This may mean that Anthony Richards, Windsor Collection, Healthy Living and other catalogs will need their own sites. True to its deliberate form, however, AmeriMark will first test whether the effort will be worthwhile. To test this, the company launched in September a stand-alone site for its Beauty Boutique brand. “We may eventually have a Web site for each of the catalogs,” Giesler says. “It’s something we keep asking ourselves and trying to determine if that’s the best way to go.