Sears finds a link between number of channels and spend per shopper
Sears, Roebuck and Co. is finding that customers’ shopping frequency is directly tied to the number of channels they shop in. "Shoppers who use two channels are twice as likely to shop in the store and spend twice as much," a Sears spokeswoman tells InternetRetailer.com. Shoppers who use three channels--web, catalog and store--are three times as likely to shop in-store and spend three times as much, she says.
Sears’ experience confirms earlier retail industry reports that showed
multi-channel customers are worth more than single-channel shoppers.
Sears also notes that in 30-40% of its sales at Sears.com, customers purchase online but then pick up their products at a Sears store. "About 20% of those pick-up customers then buy more products in the store," the spokeswoman says.
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