by CIO Staff

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

Oct 25, 20071 min
IT LeadershipIT StrategySupply Chain Management Software

Retailers need multichannel approach to s쳮d.

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”