Multi-channel customers are valuable, no matter which channels they shop
The lift in average ticket from customers who shop more than one channel comes no matter which channels customers are shopping in, according to the experience of HSN, the Home Shopping Network. Mark Bozek, HSN’s CEO, told attendees at a Super Session at the National Retail Federation Convention and Expo this week. Bozek said that customers who shop both HSN TV and HSN.com spend 26% more than those who shop a single channel.
A study last year sponsored by Shop.org, J.C. Williams Group and BizRate.com. The study reported that customers who shop the web, the catalog and the store shop four times more often online than the average online customer, 70% more often in the store than the average store customer and 110% more often in the catalog than the average catalog customer.
Sales at HSN grew from $40 million two years ago to $120 million last year, Bozek said.
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