Different catalogers handle matchbacks in myriad ways; see how

By Carolyn Heinze

Moore points out that Practicon’s growing online business raises the issue of how to pinpoint what drove customers to the Web site to begin with. “With an Internet sale,” he says, “we’re struggling to know if it’s come in via search, a catalog or just a visit to the site.”

At White Flower Farm, the matchback challenge lies in seasonal overlap. Being a gardening business, seasons are very distinct; however, customers don’t always see it that way. “The minute my fall book goes in the mail,” Calder says, “it’s getting credit for the order, even though it may be a spring product. That’s where I have some muddy water, and I don’t know that any matchback tool can fix it.”