Multi-channel operations boost shopper spend

Retail brands have been warned that they must invest in multi-channel operations or risk missing out on sales opportunities, according to Deloitte.

Shoppers that use more than one channel such as stores, online or catalogues before making purchases spend 82% more per transaction than those that only shop in stores, the study found.

Deloitte also found that 38% (by value) of all retail transactions across the clothing, electrical and home sectors are influenced by the internet.

This increases to 62% in the electricals sector as shoppers research technology specs and reviews online before buying.

Currently, only 27% of clothing sales are influenced by online activity, but as retailers improve their online visual merchandising and service by offering free and easy returns procedures, more shoppers are going online for fashion.

The changing mix of media is forcing retailers to rethink their strategy and developing multi-channel operations “is the cost of business.”

Ian Geddes, UK head of retail at Deloitte, says: “The commercial imperative for retailers to tackle multi-channel and the incentive for getting it right is clear. The multi-channel consumer is particularly well informed about the products they buy and this greater confidence is resulting in a higher value and a higher volume of purchases.

“The digital revolution in retail is at a tipping point with consumers expecting to shop through any channel and receive consistent service.”

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