How Yankee Candle Uses Matchbacks

With $737 million in net sales last year, The Yankee Candle Co. has a sizable amount of orders to sift through from sales made through its assorted channels — catalog, Web site, paid search, retail, direct mail, e-mail and newspaper inserts. Needless to say, having a reliable matchback program in place is crucial for the South Deerfield, Mass.-based multichannel marketer.