*Lillian Vernon Selecting Outside List Manager

Share this article:
Specialty cataloger Lillian Vernon, Rye, NY, is in the process of selecting a list manager for its 10 million name customer database, sources said. The company, which markets gift products, kitchenware and other fare through eight catalog titles and a Web site, continues to handle the marketing of its customer lists in-house while it reviews proposals from outside list management firms. A decision will likely be made within a month, sources said.


The database is one of the largest catalog files on the market. One list professional who asked not to be identified said Lillian Vernon gets pitched for its list management business fairly often.


A data card describing a list of the cataloger's general merchandise buyers earlier this year described the buyers as 90 percent female, with a median age of 47 and an average household income of $62,000. They spend an average of $55 per purchase. Seventy-five percent are married, 82 percent are homeowners, and 74 percent are working women.
Share this article:
close

Next Article in Database Marketing

Sign up to our newsletters

Follow us on Twitter @dmnews

Latest Jobs:

Featured Listings

More in Database Marketing

What's H-appending? DiscoverOrg Taps Marketo's Webhooks

What's H-appending? DiscoverOrg Taps Marketo's Webhooks

Cloud-based marketing automation behemoth Marketo joins forces with marketing intelligence company DiscoverOrg to improve its data collection capabilities.

A Toast to Marketing Attribution

A Toast to Marketing Attribution

Vino accessories and storage company Wine Enthusiast indentifies top and underperforming affiliates using algorithmic marketing attribution.

Q&A: When (and How) to Bust Down the Data Door

Q&A: When (and How) to Bust Down the ...

Some people run into issues with trying to build the perfect solution when often an 80% solution will do, says MailChimp's chief data scientist.