How Yankee Candle Uses Matchbacks

* Multichannel customers hold the most value for Yankee Candle, Springfield said. Therefore, Yankee Candle is putting major efforts into converting Web buyers to multichannel buyers.

* On the other hand, Yankee’s matchback analysis has shown that retail-only customers aren’t worth trying to convert to multichannel customers. These customers generally stay at the store level, Springfield said.