Today, many retailers conduct business in multiple channels—brick-and-mortar stores, Websites, catalogs and call centers—but few are adept at coordinating these channels.
The Multichannel Retailing report analyzes how leading retailers have been able to offer a superior shopping experience and gain more loyal customers—and more profit.
After a slow start, large traditional retailers such as Wal-Mart, Staples and Sears have become e-commerce powerhouses. Now consumers expect these retailers to offer high levels of shopping convenience, flexibility and personalization by leveraging the strengths of each of their channels.
The most widespread cross-channel shopping behavior is online research followed by in-store purchase. Other cross-channel shopping options, such as buying online and picking up in-store, are not widely offered yet even though consumers say those options are important.
Multichannel offerings can be an important differentiator—especially in tough economic times when retailers compete for fewer consumer dollars—and eMarketer expects retail e-commerce sales to decline by 0.4% this year.
Key questions the “Multichannel Retailing” report answers:
How much do multichannel retailers contribute to total e-commerce sales?
Which cross-channel shopping options are most important to consumers?
How advanced are retailers’ multichannel initiatives?
What are the key challenges delaying the development of multichannel retailing?
What role are mobile phones playing in multichannel retailing?
And many others…
eMarketer Reports—On Target and Up to Date
The Multichannel Retailing report aggregates the latest data from a wide range of sources with eMarketer analysis to provide the information you need to make timely, well-informed digital media and marketing decisions.
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