Multi-channel customers are the biggest spenders, Staples says
The web is continuing to prove its value in creating loyal customers. Customers of Staples Inc. who shop in more than one channel are the most loyal, Brian Light, Staples Inc.’s CIO, told the Retail Systems 2001 conference this week in Chicago.
Customers who shop only in the store spend an average of $600 to $700 a year, Light said, while shoppers who shop two channels—store and web, store and catalog or catalog and web—spend an average of $1,400 a year. Those who shop in three channels spend an average of $2,400 a year. “There is a high opportunity here to move customers up to two or three channels,” he said.
Staples’ experience is similar to J.C. Penney Co. Inc.’s experience, in which customers who shopped the store alone spent an average of $194 per year; customers who shopped the catalog alone bought an average of $242; customers who shopped the catalog and the web site averaged $502; and customers who shopped all three bought an average of $1,000 a year.
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