Home
News

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

Retailers need multichannel approach to succeed.
By CIO Staff
CIO

What channel do your customers use when they go shopping?

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

[
Learn from your peers: Check out our State of the CIO report on the challenges and concerns of CIOs today. | Find out the 7 skills of successful digital leaders and the secrets of highly innovative CIOs.
]

More on CIO.com

Amazon IT Leader Leaving Huge Infrastructure Legacy

Multi-Channel CRM: It’s in Your Future

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”