Perfecting an Imperfect Science
Different catalogers handle matchbacks in myriad ways; see how
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Earlier this year, Catalog Success polled multichannel merchants to show the differences in how they handle matchbacks. Only a little more than half of those surveyed have matchback programs. And among those that do, just 41 percent said their programs are accurate and reliable.
Duluth, Ga.-based National Allergy Supply conducts matchbacks internally. John Fry, vice president of marketing and sales, feels that some of the conclusions one may draw from the data can be subjective.
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Carolyn Heinze
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