Sure, you’ve got a Web site, a catalog, maybe a retail store. These days, customers have to be able to purchase from you using whichever channel they please. But increasingly it’s not which channel a customer uses to make a transaction, but how many channels she uses. The average multichannel customer spends $466 per year, while a single-channel customer spends just $313, according to last year’s Forrester Research/Shop.org survey of retailers. With so many dollars at stake, it makes sense to dedicate resources to increase your chances for cross-channel success.
One Step Ahead
By Alicia Orr Suman Young children, ages 5 to 9, numbered more than 20 million in 2000. Add in their slightly older siblings, and you have a market of more than 41 million children age 14 and younger, according to the U.S. Census Bureau. It's a lucrative market, too. Moderate income families spend $160,600 on average, raising a child from birth through age 17, the U.S. Department of Agriculture reports. A good portion of that expenditure happens during the elementary school years—a time of rapid physical and emotional growth for young children. Just think of all the toys, books and clothing kids consume