Customer Acquisition: Feed Your Need to Sell

“We had to invest in that technical infrastructure to be able to become a merchant,” says Rue. While Caswell-Massey worked with a third party to set up its data feeds, a cataloger can manage the programs on its own, but the investment here is in time.

Says Plotnick-Snay, “The biggest thing I learned is that I need someone to pay attention to the feeds. We probably won’t expand greatly until I dedicate someone to it, at least on a part-time basis.”