How Yankee Candle Uses Matchbacks

* The company’s offers impact the order channels, Springfield said. Yankee Candle’s matchback efforts have led the company to conclude that the higher the threshold for the offer (e.g., spend $50 and get 10 percent off), the more traffic the marketer’s Web site draws.

* Ensure that if you’re going to invest the time in testing a matchback program, it needs to have a statistically readable result, Springfield advised.