Going for the Green

Going forward, maintaining the current catalog circulation levels “would be in Watts’ best interests,” says Don Otway, president of Edwin Watts list brokerage, Catalog Corp. “They’re able to use the catalog to draw people to the Web.”

The catalog and orders that come into the call center also give Watts a tool to help predict trends in golf equipment sales. Edwin Watts calls this the company’s “Gallup Poll,” because customers from all over the world “tell us what they want and don’t want,” he said recently. “We use this to spot trends even before the manufacturers do.”