Different catalogers handle matchbacks in myriad ways; see how

By Carolyn Heinze

Until recently, Richmond, Va.-based children’s apparel cataloger CWDkids had been matching back twice annually through a co-op. But at press time, Tracy Schneider, vice president of marketing and operations, said she was awaiting the results from a first matchback conducted by Web development provider iCentric. “We took an entire season and allocated based on order curves,” she explains. “We found a buyer of ours may get multiple catalogs during the season, and we just had been matching them back to that one catalog twice a year.”