September 10, 2009, 12:00 AM

Shoppers spend more when they shop multiple channels at once, IDC says

Most retailers know that shoppers spend more when they shop in a merchant’s multiple channels instead of just one, but shoppers spend even more when they shop multiple channels—such as store, m-commerce and social networks—simultaneously, IDC says.

Most retailers know that shoppers spend more when they shop in a merchant’s multiple channels instead of just one, but shoppers spend even more when they shop multiple channels-such as store, m-commerce and social networks-simultaneously, reports Global Retail Insights, a unit of research and advisory firm IDC.

While multichannel shoppers will spend about 15-30% more than single-channel shoppers, those that shop multiple channels at once-described by IDC as omni-channel shoppers-spend 15-30% more than their multichannel counterparts who shop one channel at a time, IDC analysts Bob Parker and Leslie Hand say.

“The omni-channel shopper wants to use all channels-store, catalog, call center, web, mobile-simultaneously,” the analysts say. “An example would be a shopper with an Android-based phone who snaps a picture of the barcode of a product in a store, immediately does price comparisons on the web and connects to her social network for opinions.” Android is an open-source operating platform for mobile phones

The social shopping aspect of omni-channel shoppers also tends to make them more influential in getting other shoppers to patronize particular retailers, IDC says.

comments powered by Disqus

Advertisement

Advertisement

Advertisement

From IR Blogs

FPO

John Pincott / E-Commerce

The secrets to success of buy online, pick up in store

Training, signage and motivation are all critical elements to making in-store pickup work. If done ...

FPO

Meyar Sheik / E-Commerce

Time to spring clean your digital retail strategies

With holiday promotions starting as early as September, now is the time to assess the ...

Advertisement