Stonewall Kitchen: Ingredients for Success

This proved especially difficult to handle during the fourth quarter, when 50 percent of annual Web orders come in. Customers would place orders for products that, unbeknownst to them, had run out in the warehouse but still were listed on the Web site.

The lack of catalog and Web customer data integration made marketing operations difficult to unify and buying habits even harder to analyze. “We had customers out there on the Web and catalog customers in our internal system. We knew there was a big [customer] crossover, but we had no way to make sense of it,” recalls Mark Marquis, e-commerce manager.