A Chat With Sue Landay, President, Trainer’s Warehouse

CS: What are you planning in order to resolve the matchback problem?
SL: We’ve looked at doing it through a number of different companies. It looks like now we’re going to be using Creative Automation. We’re going to give them all of our data, soup-to-nuts. We’re giving them all of our response data and lists and just seeing what happens. The challenge in doing this in a business-to-business (b-to-b) sense, is finding out if there’s one service bureau that will be better than another because it can match different locations of a single company. I don’t know yet what those results will be, but I think we need to do it to see what we can and what we can’t get.