A Chat With April's Profile, Terry Powers, founder/president, ComputerGear

CS: How frequently do you perform matchbacks?
TP: After each mailing. Then we use our Web analytics. And from day one, the first year we mailed a catalog, we saw this way increase in sales on the Web. And that was about the same time that Eddie Bauer decided, ‘Oh, wow. Look at this Web business. We can get rid of our catalog.’ It didn't mail its spring catalog out and didn't have any sales. We matched them all back and figured out the same thing — the Web business, the increase, is still catalog-driven.