Mele’s Musings

Multi-Channel Shopping Changing Retail

Customers are growing more and more comfortable shopping in multiple channels, but does that make them less loyal?
Picture: amsoftware.com

Article excerpt:  Bargain hunting reduces loyalty. US consumers are increasingly using multiple channels to shop and buy. While researching online and then buying in-store has become common, this consumer behavior is changing consumer loyalties and spending. Multi-channel shopping is also changing how retailers sell their goods.  Consumers in the US who shop using multiple channels are more likely to purchase from multiple providers, according to an April 2008 study by Opinion Research Corporation (ORC).  “Multi-channel customers are often the most astute about pricing, and as such, may not be the most loyal,” said Jill Glathar, vice president at ORC, in a statement.  The good news is that multi-channel shoppers tended to spend nearly twice as much as consumers who used only one channel.
The Rest: emarketer.com

Musing:  Some good data in this article regarding the influence of internet shopping on offline sales – a good comparison article to the one above.  It is interesting that multi-channel shoppers may be less loyal, but they also tend spend more than customers who use only one channel.  Not sure why that is, but would love to hear theories.  Maybe because they tend to be bargain hunters.  Also some updated data in the article pertaining the actual influence of online to stores – according to eMarketer, online product research generates $3.95 in offline sales for every $1 in online sales generated, and that is expected to go up to $4.68 for every $1 by 2012.