RSI News recently reported that the online channel represented 34 percent of overall retail revenue in 2008 - a growth rate of more than 42 percent since 2006. This percentage represents revenue from both online shopping and cross-channel shopping. Consumers who visit a retailer's website and shop at brick-and-mortar stores spend a good deal more than average shoppers, in some cases 50 percent more or higher.
Do you know what cross-channel shopping is? Do you know how it can benefit your business? Cross-channel shopping is the growing phenomenon where the majority of online consumers prefer to browse online and purchase offline. Online being your website, offline being your brick-and-mortar store.
Now, as you read this some of you might think that I am talking only about ecommerce websites and brick-and-mortar retailers. If you provide a service or a product that doesn't fit into the ecommerce mold then this article is important to you too. You must understand that customers are researching your company, comparing you to competitors, and making a buying decision too. So understanding cross-channel shopping and using techniques to enhance the cross-channel shopping experience for your customers can benefit your business as well.
The benefits of cross-channel shopping for customers include:
Business benefits of leveraging the online channel and integrating a cross-channel shopping experience include:
Here are some ways that businesses are taking advantage of their cross-channel shopping experience, providing added value to their customers while increasing revenue to their business:
For more information and ideas on how to boost integration and cross-channel shopping between your website and your store or business, contact us anytime.
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