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

Przemyslaw Mankowski / E-Commerce

How can online businesses benefit from programmatic marketing?

With access now to vast and more accurate data, programmatic marketing brings us ever closer ...

FPO

Jill Puleri / E-Commerce

Still time to update e-commerce before the holidays

The advent of cloud-based solutions make it possible to overhaul an e-commerce platform in as ...

Advertisement