Study: Multichannel Shoppers Spend 50% More Than Other Consumers

Washington–Multichannel shoppers spend 50% more than other shoppers, according to “The Multi-Channel Retail Report 2001,” a Shop.org study conducted by J.C. Williams Group and BizRate.com.

The report, based on more than 48,000 interviews with shoppers in all channels, found that shoppers who bought via all three channels–store, catalog, and Website–represent 34% of online shoppers (among those shopping at a trichannel retailer). Store shoppers who also bought online from the same retailer spend an average of $600 more annually in-store than typical store shoppers.

The study also reported that reaching “super” multichannel customers is crucial to retailers’ success. Super shoppers are more likely to be customers of all three channels and purchase four times more frequently online than do the average online shoppers. What’s more they purchase from the retailer’s store 70% more frequently than the average store customer and 110% more frequently from the company’s catalog.

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