Do Multichannel consumers spend more because they are more engaged through multiple channels?
Via: Multichannel Marketing by Akin Arikan
Studies have shown that multichannel shoppers are more valuable because they are more likely to respond to cross-selling and up-selling. These shoppers have more frequent interactions with the vendor making them more likely to be exposed to such offers. There is also a psychological effect of reinforcement when a brand, message, or offer that is seen on one channel is repeated on other channels.
One study in particular conducted by Shop.org, found that Cross-Channnel shoppers spend 50% more -and visit stores 70% more frequently – than the average shopper.
However, Multichannel customers may defect more easily when price competition arises. This makes intuitive sense because price sensitivity is among the biggest reasons why customers research their buying decision on multiple channels in the first place.
Where can I read more about MultiChannel Marketing?
You can read WiseGeeks post about MultiChannel Marketing here. DbMarketing describes what your goals should be when doing MultiChannel marketing.
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