More and more, it takes three channels to make a purchase
If anyone still needs convincing that consumers are using all three channels to shop --whether or not they transact purchases in all three – the results of a holiday shopping survey by online marketing services provider DoubleClick offer more proof. 66% of multi-channel shoppers said they browsed in one channel but purchased in another, according to the survey of some 1,300 online shoppers conducted for DoubleClick by Greenfield Online in January.
The survey also confirmed that multi-channel shoppers spend more on average than those who shop only one or even two channels. Consumers that either browsed or purchased in all three channels spent an average $995 during the past holiday, while those who either browsed or purchased in two channels spent an average $894 and single-channel shoppers spent $591. Overall, 54% of those surveyed purchased through both retail stores and the web, while 22% completed transactions in all three channels.
Women tended to channel jump more than men did. 46% of women and 43% of men looked on the Internet and purchased at retail stores, while 37% of women and 28% of men looked at catalogs and purchased in stores. The survey also found that consumers have catalogs in hand when ordering online. Approximately half of those that browsed in a catalog – 53% of women surveyed and 38% of men – used a product code from a catalog when buying on the web.
“Consumers will continue to browse in one channel and purchase in another, reflecting their goal to find the best selection, service and pricing,” says DoubleClick President David Rosenblatt. “Tracking these results by channel represents an enormous opportunity for marketers if they align promotional dollars with this trend.”
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