Eight Lessons You Can Learn From a Matchback

7. Identify core customers. Many studies have shown that consumers who buy from more than one channel are more valuable than those who buy from a single channel. Matchbacks enable you to identify these multichannel customers and therefore target your contact strategy accordingly.

8. Track catalog tails. Sometimes it’s useful to match back orders even when a keycode was given. I’m continually amazed to find orders that came in during the month of, say, September with codes that were mailed last November.