Alan Segal

A European adventure teaches a U.S. cataloger a few Valuable lessons By Kevin Lavery Most adventures have good and bad aspects. While we generally prefer to remember only the good, we can learn some valuable lessons from the mistakes. Unfortunately, when the adventure involves setting up a mail-order operation in the United Kingdom, the bad parts often can spell ruin. Bits & Pieces, a Boston-based cataloger that sells unusual puzzles and gifts, embarked on its European adventure in 1995. It began by testing the U.K. market with a catalog mailing to select third-party lists of known mail-order buyers. The test results were encouraging

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