Multi-channel consumers spend more, survey says

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By: Wise Marketer Staff |

Posted on February 2, 2006

Multi-channel shoppers spend more money than those consumers who purchase via one channel, according to a new survey by fulfilment and distance shopping firm Zendor.

As well as spending more, multi-channel shoppers also shop more frequently (67%) and make more impulse purchases (60%). In addition, 86% of those surveyed research their purchases more since they began shopping through multiple channels (i.e. store, web and/or catalogue).

Multi-channel figures
Furthermore, 80% of survey respondents stated that they regularly shop via more than one channel, which correlates well with recent growth in the popularity of online shopping (the IMRG estimates that online sales will have risen from 14.5 billion in 2004 to 19.6 billion in 2005). Interestingly, the results showed that more men (83%) consider themselves to be multi-channel shoppers than women (77%).

Zendor also found that it is mostly the 25 to 34 age group (91%) who prefer to purchase via more than one channel. According to the survey, more people shop online on a daily basis (23%) than on the high street (9%). However, the survey also suggested that the high street is the dominant channel for researching and purchasing the majority of products.

Vital strategy
According to Zendor, this suggests that developing an effective multi-channel strategy is vital for retailers, especially in the current high street downturn. Providing an easy and convenient multi-channel shopping experience is likely to increase sales by enabling customers to shop via their preferred channels, without having to go to competitors with an online presence or catalogue.

According to Angela Schorah, marketing and communications manager for Zendor, "This survey highlights a clear link between multi-channel shopping and increased spend, frequency of shopping, impulse buying, and research. Any retailers who have not yet seriously considered offering their customers an option to shop online need to be asking themselves why."

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