All Circuits are Busy

CDW also relies heavily on tracking customers’ purchase histories, paying close attention to product categories. “We track to see if they’re purchasing heavily in one category vs. another,” Garlow says. “From that, based on past analysis, we can make a determination of what that customer’s going to do in the future year. For example, customers may buy laptop PCs every year, and that’s all they purchase. Those customers aren’t going to be nearly as strong as those coming to us to buy their laptops, desktops, networking, software, telephony, etc.”