While multichannel shoppers – those that make purchases from a marketer via more than one medium, such as telemarketing, catalog or the Internet-seem to spend more than single-medium users, more than three-quarters of direct response retailers are not able to track these customers throughout all touch points, a new study reveals.
Analysts from Jupiter Communications, which coordinated the study, postulate that those retailers able to measure customer behavior across channels see spending levels 30% higher among multichannel customers than among single-medium use buyers.
The study advocates using offline data to meet customers’ needs, regardless of the channel used. “Failure to anticipate their consumers’ needs and create a cohesive experience across all channels will waste not only marketing dollars, but also alienate the company’s best customers,” said analyst Michele Rosenshein in a statement that accompanied the results.
Jupiter recommends several strategies for companies wishing to better integrate their channels, including: accepting returns in brick-and-mortar stores for items purchased on the Internet; integrating loyalty and registry programs across all channels; facilitating inventory visibility for products; centralizing customer information; and including brick and mortar store customers in online direct marketing efforts.
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