Are Multichannel Customers a Liability?

A new survey conducted by New York-based Jupiter Research shows that multichannel shoppers aren’t all they’re cracked up to be for retailers. Just 10% of the 52% of U.S. consumers with Internet connections have conducted online transactions across multiple channels through the same marketer, the survey says.

“The results uncover a surprising trend,” said Jupiter associate analyst Juliana Deeks in a statement. Active multichannel shoppers are actually a liability. While they account for a disproportionately high share of Web-related purchasing volume overall, this group is more deal-driven, more aware of price in every channel and consumes more in terms of costly site features such as live help.”

Using consumer panels provided by Port Washington, NY-based research firm The NPD Group, Jupiter in March surveyed 2,268 online consumers. For more information, call 877-464-6627.

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