Consumers Say That Multichannel Marketing Should Be Transparent
Posted by Universal Ad at Monday, October 15, 2007 7:32 AM and is filed under multi-channel,Marketing,Consumers 
The Center for Media Research reports on a DMA report titled 'Multichannel Marketing in the Catalog
Industry'. The study shows that that nearly 70% of respondents reported
increased multichannel sales over the prior year, and 59%
reported increased catalog circulation in 2006.
The most important takeaway - "...Consumers expect, in whatever channel they opt to use, to interact with one company with integrated systems that are transparent to that consumer." This will require significant changes for many multichannel companies who used to think that selling online requires a different approach compared the their other channels.
Additional key findings:
Posted by Universal Ad
The most important takeaway - "...Consumers expect, in whatever channel they opt to use, to interact with one company with integrated systems that are transparent to that consumer." This will require significant changes for many multichannel companies who used to think that selling online requires a different approach compared the their other channels.
Additional key findings:
- For companies with mail-order catalogs, 44% of total sales are consummated via the Web
- 33% believe their online sales were "incremental" (i.e., they would not have received the order without the existence of their Web site.)
- For 45% the "Web site/e-catalog" was their
primary marketing channel, followed by paper catalog and retail stores.
- 82% planned to employ email promotions, followed by discounts/special sales, coupons, and prize/sweepstakes promotions .
- 42% planned to use free shipping offers this year
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