It's no surprise to salesmen anymore: increasingly, consumers research products online before heading to an offline store to make a purchase. Research company 'Frank about Women' found out the average adult visits approximately four web pages to inform himself on a product, before deciding to buy. In their “Multichannel shopping transformation study”, 'the e-tailing group' poses that 37% of all consumers first do online research before buying in an offline environment.
So online information is used for offline purchasing. It also works the other way around. A post order catalogue (such as Wehkamp or Neckermann's catalogues) is the most important stimulator for consumers to visit the website online. In this case, a complete array of well-integrated channels is essential for the company's multichannel strategy to succeed. The consumer has come to expect any multichannel operation to at least contain excellent communication, helpful information, a wide range of options to choose from, products in stock and timely delivery. When running an integrated multichannel business, getting these things right is an absolute must.
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