Cato: the low-end AdDept client. Continue reading
Virginia Meyer1, the VP of Advertising at Cato Corporation2, called me one day in early 1995 to ask about the AdDept system. I flew to Charlotte, NC, and made a presentation. Somehow she persuaded the company’s IT department to buy AdDept for her on an AS/400 that they were using for some other purpose. I installed the system in July of 1995. Over two decades later I still do not understand why they bought the AdDept system and used it for five years.
Cato was definitely unlike any other AdDept client. During the first visit Virginia explained that the company had about six hundred stores. They generally ran only one sale per month, and they timed it to start just after welfare checks were likely to be received. This way of thinking was not prevalent at Saks or Neiman Marcus. For a while Cato had left purchasing of broadcast ads to the individual store managers. However, several of them spent their budgets on Christian stations with extremely poor ratings. The advertising department eventually brought the buying in-house.
Virginia’s motivation for wanting the system was primarily because I said that we could provide her with sales data about the stores. Most of the work that TSI did was to construct an interface with the corporate sales recording system and to produce a report called Volume by Market. Many new fields had to be added to the store table in order to produce it. The one that I remember most vividly was one that designated whether the store was near a military base.
What, you may ask, did this have to do with advertising? Not much, but Virginia had been trying for years to get the IT department to provide her with sales information so that she could tell whether the company was spending its money wisely. The IT people had never addressed the request.
The people: I got to know a few people in the IT department. I remember that we went somewhere for lunch at least a couple of times. Aside from them and Virginia, the only person with whom I worked was Lisa Nutter3, who managed the advertising business office. She was our liaison during her short career at Cato.
Memories of Charlotte: I remember going to Charlotte with Doug Pease, who was introduced here. So, we must have done a demo for them either on their equipment or at IBM. I remember that I was very impressed by the airport in Charlotte (now called Charlotte Douglas International Airport in 2023). It had a very nice selection of restaurants in its central court and a large collection of rocking chairs positioned along the windows. It was a hub for US Air at the time. I could fly there directly from Hartford.
Near the exit from the terminal was a large statue of Queen Charlotte, the wife of King George III, the monarch whose behavior so upset the American colonists. She gave birth to fifteen children. Mecklenburg County was also named after her duchy. I have not researched why she was so popular in this remote corner of North Carolina.
Traveling from the airport to Cato—or anywhere else in Charlotte—required driving on Billy Graham Parkway. I guess that I should not have been surprised that the people and politicians in Charlotte were proud of his legacy as Richard Nixon’s moral compass.
I recall little about the demo or the first meeting. The thing that I do remember is that Doug and I spent most of a day at Carowinds, an amusement park that was on the south side of Charlotte. Actually part of it was in South Carolina. A brick sidewalk marked the boundary. I was not sure at the time whether I had ever been in South Carolina, and so I made certain that I crossed the border at least once.
Doug and I challenged each other to ride on the stand-up roller coaster called Vortex. I won’t say that I really enjoyed the experience, and I would not do it again. However, I am glad that I tried it once. Important note: neither Doug nor I got sick. If you are interested in what it was like, you can watch this video.
We stayed at a Holiday Inn that was at the far end of the parking lot for a strip mall on Woodlawn Road just west of I-77. The primary attraction of the strip mall was The Gentlemen’s Club of Charlotte. I learned that “gentlemen’s club” is a euphemism commonly employed in the South for what northerners would call strip clubs or girlie bars.
I am pretty sure that I stayed in this hotel, which at some point before 2023 was converted into a Holiday Inn Express, for all of my trips to Cato. I did not patronize the GC of C, but I did manage to run a few miles on several evenings in the residential area behind the hotel. The nearby KFC was my primary source of nourishment on most of those evenings. I also liked a Mexican restaurant named Azteca4 near there.
On one of my visits I came across a Cato store in a strip mall. I took a short circuit around the store. I saw enough to know that it was not for me.
I ate lunch with the IT guys on a different visit. Somehow I lost my American Express card, the only credit card that I had at the time. I had to cancel it and get a new one. It was a bother, but no one tried to use it.
For some reason I was invited to a meeting at Cato that was attended by the president of the company. His name was, not surprisingly, also Cato. He was not impressive. The other executives at the meeting seemed to need to explain everything to him.
Epilogue: Early in 2000 I received a phone call from Virginia. She told me that they were canceling the AdDept maintenance contract and the open programming projects. Denise Bessette (introduced here), who by then was TSI’s VP of Product Development, took this news very hard because one of the issues that Virginia mentioned was that some of the open projects had been open for several months. Shortly thereafter Lisa resigned.
I suspected that the company must have instituted austerity procedures. Almost never did a client cancel its maintenance contract and continue to use the AdDept system. In fact, when I started this project, I expected to learn the Cato was no longer in business. Nothing could be further from the truth. According to Wikipedia in 2023 it had 1,372 stores with five logos.
1. Virginia Meyer worked at Cato until 2002, but her influence seemed to vanish in 1999. Her LinkedIn page is here.
2. Despite the fact that Cato has always been a family-run business that was named after its founder, it’s logo is in capital letters, which gave me the impression that it was an acronym.
3. Lisa Nutter’s LinkedIn page is here.
4. A restaurant called Plaza Azteca opened in Enfield, CT, in a location that had already been the home of several failed restaurants. Parking was difficult, and many other restaurants with established clientele were nearby. Sue and I went there once and were not impressed.
It closed after only a few months.I don’t know if it was affiliated with the one in Charlotte.