For Oshkosh, Wis.-based catalog retailer Miles Kimball, a partridge in a pear tree turned out to be a bird in the hand. The purveyor of specialty goods—everything from "smidgen measuring spoons" to ensembles for those ubiquitous front yard cement geese—went out on a limb this holiday season and inundated its e-mail subscribers with a dozen sale messages in as many days.
Two New Data Management Systems Help Miles Kimball Get Nimble. Miles Kimball, a multi-title catalog company in Oshkosh, Wis., has employed a two-pronged technological approach that gives it a clearer, real-time vision of the company’s front- and back-end operations. Armed with these tools, managers now can make business decisions—on everything from marketing campaigns to staff scheduling—by using data available on their own desktop computers. Managers no longer have to ask other departments such as IT for lengthy reports that often can take days to generate. Instead, a question, such as how many returns it’s getting on one particular SKU listed in the latest catalog