Cataloger-Relevant Cherry-Pickin’s From eTail Conference

9. Rethink Your Approach to Matchbacks
If you use matchbacks, revisit them. Most catalogers assume all sales are driven by the print catalog until proven otherwise. Look at each marketing stimulus and attribute it to channels. Use a fairly rigorous process. In Norm Thompson’s case, the cataloger looks at the last marketing tool customers are exposed to and works backward from there. “It’s very involved, and the demonstrations are in the details.” —Nandkeolyar, Norm Thompson