A Chat with June’s Profile, Justus Bauschinger, president/owner of Lilliput Motor Co. & Deutsche Optik

CS: Do you implement any matchback programs to determine which channel is driving sales?
JB: No, I don’t really spend my time on that. I’m sure that there’s referrals and that kind of thing, but I know for a fact that if I look at the trend, which you know is steadily climbing upward because people can go on the Web whenever they want, and both of our Web sites are pretty extensive, as attractive and extensive as any body’s out there. The problem is that our mail order software doesn’t mesh with that. Sometimes you can be out of something that you sold that day and the guy goes on that evening and tries to get it off the Web site and it’s sold out. Which is a little bit of a pain, but it doesn’t happen that much to make a big bother. I do know that when we’ve tried doing mass mailings and that kind of a thing that they haven’t worked.