Multi-Channel Retailing

Today, online consumers think nothing of shopping across a retailer’s store(s), Web site and catalog. As a consequence, online product research is actually driving more land-store sales than online sales. Any retailer who isn’t using the online channel to promote offline sales—as well as online sales—is missing a huge opportunity.

In 2007, eMarketer estimated that store sales influenced by online research totaled $471 billion. Comparatively, retail e-commerce sales were $136 billion.

Another way to look at it is that for every $1 in online sales, the Internet influenced $3.45 of store sales. From 2007 to 2012, Web-influenced store sales are forecast to grow at a 19% average annual rate, compared with a 12% rate for retail e-commerce.

So if you have a “bricks and mortar” store, make sure you have a budget for an effective and easy-to-use website plus both online and offline advertising. You need an online sales and marketing tool because you will reap the benefits derived from customers doing online research which leads to offline sales. Contact George Dubec if you would like to set-up a consultation to create a website that works plus a twelve month online marketing plan.