Linda Lomax

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.

According to a 2007 report by the Centers for Disease Control and Prevention's (CDC) National Center for Health Statistics, there were approximately 4.3 million births in the United States in 2006 (the latest year available for such data). This is the highest birthrate since 1961. Demographics point to a young, female market in the early stage of its prime earning years. While many an expectant father basks in the glow of his partner's pregnancy, expectant mothers make the lion's share of purchasing decisions. Indeed, 85 percent of the subscribers to Fit Pregnancy magazine are females, and the median age is 28 with a median household income of $42,764. What's more, the CDC reports that single mothers account for 8 percent of births.

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