J.C. Williams

By Hallie Mummert Get your best results ever with channel-integrated campaigns. In a study of more than 130 retailers conducted earlier this year by Forrester Research for Shop.org, multichannel (catalog, store and Web) retailers reported more than 46 percent of their customers who typically buy online also make purchases offline, and 17 percent of their customers who primarily shop offline also make online purchases. What's more, 15 percent of offline purchases are influenced by information gathered on the retailer's Web site, according to the study. This kind of cross-channel information-gathering and purchasing behavior

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