Three Tips from Catalog Veteran Morlee Griswold, Catalog Director, Patagonia

For established catalogers:
Build a robust database. More than the typical demographics of age, gender and income level, a robust database needs to be able to show what products customers are purchasing, where the customers live and whether there’s seasonality to their purchases, Griswold points out. “Once you have those things, you can use it for merchandising, marketing, financial planning and every other aspect of your business,” she says.