Different catalogers handle matchbacks in myriad ways; see how

By Carolyn Heinze

While National Allergy Supply’s Fry notes that the information gleaned from matchbacks is useful, he’d like to validate, for certain, whether his team is making the correct assumption on those who are influenced by the catalog.

“We’d like to learn whether we should continue mailing catalogs to them,” he says, “and about how to use the customer purchase data to seamlessly and easily provide offers through targeted e-mail programs to these cross-channel customers.”