Matchbacks are a must in this multichannel world.

By John Lenser and Fatemeh Khatibloo

Conclusion

As you can see from the Flax Companies’ case study above, much better mailing decisions can result from a matchback. Sometimes, the very survival of a catalog program can be at stake if the catalog doesn’t get full credit for having driven orders placed through either the Web site or retail stores. Matchbacks must become a routine part of evaluating your results.