Where the Interest Lies
Randy Acton, president of cataloger U.S. Cavalry Inc., recently shared this insight with Alicia Orr Suman, executive editor of Target Marketing magazine: "It's the old adage of staying in touch with the customer. And evaluating their buying habits is the best way to do that. That's how we recognized that some things we could sell 10 years ago weren't appropriate for today's market." As a result, Acton said, "We've shifted our product line by looking at where our industry was headed and where our customers' interests lie."