Multichannel orders muddy the waters; matchbacks are your chlorine

By Mark Swedlund

Addressing Today’s Challenge
The typical cataloger now receives about 50 percent of its direct orders online. Analyzing individual list performance poses a greater challenge as customers, especially prospects, receiving catalogs have no incentive to provide the marketer with a source code unless it’s imbedded in a promotional coupon code. Product sets and merchandise depth also vary. So if a catalog serves as an effective driver of customers to your Web site, those customers may end up buying items not even featured in the promotion they received.