Lillian Vernon Corp. has selected ALC of New York LLC to manage its catalog files and Direct Media Inc. to handle its package insert program.
ALC of New York will oversee ten lists: the Lillian Vernon Mail Order Buyers masterfile of 2.2 million buyers; the Enhanced Database (2.7-million); Lilly’s Kids (521,000); Favorites (372,000); Neat Ideas (111,000); Christmas Memories (126,000); Personalized Gifts (233,000); Sales & Bargains (280,000); Lillian Vernon Gardening (71,000); and 297,000 Internet Buyers at Postal Address. The transition takes effect Feb. 25.
Brook Tyrer, the former in-house list manager at Fingerhut Corp., where she marketed the Fingerhut, Arizona Mail Order and Bedford Fair lists, has joined ALC of New York to serve as director of the Lillian Vernon account.
Direct Media, Greenwich, CT took management of the Lillian Vernon Package Insert Program Thursday.
The program features three million packages annually to customers that made purchases from seven catalogs: Lillian Vernon, Favorites, Lilly’s Kids, Christmas Memories, Gardening Book, Neat Ideas, Private Sale and Personalized Gifts. The cost is $65 per thousand.
Lillian Vernon customers have household incomes of about $62,000, 90% are female, 75% are married, 82% are college educated and homeowners and 40% have a presence of children in the house. These shoppers spend an average $55 per sale.
Millard Group Inc., Peterborough, NH, previously managed the lists and insert program.
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