Web Buyers Are Changing the Catalog World, Part 2 of 3

It’s not uncommon for 90 percent to 95 percent of a segment of pure Web buyers’ orders to flow through your shopping cart, where a traditional buyer segment may see 50 percent to 80 percent of their orders taken in the call center with their source codes captured.

Because source code capture rates vary so dramatically between pure Web buyers and traditional catalog buyers, looking only at source code data rather than the richer data from a matchback is worse than incomplete. It’ll almost certainly be wrong in telling you the all-important metric of the relative sales and profitability of each house buyer segment you mail.