Different catalogers handle matchbacks in myriad ways; see how

By Carolyn Heinze

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.