Cover Story: Child's Play

giggle's catalogs are mailed to names on its house list, which is seeded via data from its stores, online channels and giggle's relationships with third parties, such as magazines. In general, giggle uses its catalogs to drive business to its website and stores.

To track who's using its catalogs in each channel, giggle encourages its customers to identify their source. Customers who buy online from its current catalog, for example, can receive free shipping on orders more than $75 through July 31 if they add the source code to their orders. Traditional matchback analyses lets giggle track these orders.