Sound strategies are fueling Stonewall Kitchen’s rapid growth.

By Gabrielle Mosquera and Catalog Success

For example, about 40 percent of the company’s Web orders have no “refer” or source code, so there’s no way to tell whether a customer came from a search engine, a partner’s Web site or the print catalog.

Using information from the data warehouse, the e-commerce staff will have the opportunity to look at a “no-refer” customer’s order, check if the name is on a recent catalog drop list and analyze the data from there.