Sales Spread Across Online, Catalogs, and Brick-and-Mortar Shops

Retailers need multichannel approach to succeed.

What channel do your customers use when they go shopping?

All of them. Even that old-fashioned paper catalog.

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So what channel should all you supply chain, operations and marketing gurus focus on?

Uh-uh. No focusing allowed in today’s channel-agnostic, mashed-up world.

  • 43 percent of catalog customers have also purchased from their online store.

  • 35 percent of online customers have also purchased from their brick-and-mortar store.

  • 66 percent of retailers measure the success of their catalog by how it increases online sales.

  • Source: Forrester Research, “The State of Retailing Online 2007”

    Copyright © 2007 IDG Communications, Inc.

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