Multichannel orders muddy the waters; matchbacks are your chlorine

By Mark Swedlund

Epsilon’s Abacus division has done some groundbreaking research within its catalog co-op database on the consumers who arrive at the typical cataloger’s Web site through Web referrals. “We typically see as much as 85 percent of these buyers were recently mailed a catalog,” observes Epsilon Senior Vice President of Product Strategy Casey Carey, “and on average, 45 percent to 55 percent are existing customers.”