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.