Multichannel Marketing: Putting it All Together

At the fore of any good multichannel program is a reliable matchback system. Outdoor sporting goods marketer Orvis Co. has enhanced its segmentation reporting and testing for retail-dedicated mailings, both electronic and paper, says Vice President of Marketing John Rogers.

Optimize Mailings

“We employ a comprehensive matchback procedure that recognizes and credits the catalog for sales that occur on the Web site. We also recognize catalogs’ impact on retail,” Rogers says. “This way we ensure we’re optimizing mailings to benefit all channels.”