SOURCE: Experian Consumer Research
July 03, 2008 10:01 ET
10% of Today's Shoppers Are Multi-Channel Shoppers
NEW YORK, NY--(Marketwire - July 3, 2008) - Multi-channel shoppers are identified as
people who regularly participate in more than one method of shopping,
including online, in-store, catalog, and phone order. Experian Consumer
Research found that nearly 10% of the U.S. population falls under this
category, making multi-channel shoppers an extremely valuable target for
retailers.
Unlike compulsive "shop-a-holics," multi-channel shoppers are more likely
to make educated and informed buying decisions, look for sale items, and
research specific products before purchasing them. While these shoppers do
spend a significant amount of money on shopping, they spend more time
researching, and are not likely to make impulsive buying decisions.
Multi-channel shoppers also use the Internet as their primary source of
both information and entertainment, providing companies with new
opportunities to communicate with these consumers using multiple methods.
For instance, a YouTube
video of 20-year-old men demonstrating various non-traditional ways to
put on a pair of Levi's jeans was viewed over 3 million times since it was
posted over a month ago. This same video is projected on a screen outside
Macy's Herald Square. This video allowed Levi's to entertain their consumer
while also promoting their product.
Familiarity with this important market of educated and well-informed
shoppers is extremely valuable to any company. Who these consumers are,
their attitudes about shopping, and where they stop, are among the
distinguishing traits of multi-channel shoppers discussed in the free
download.
Download the report on Multi-channel shoppers.
About Experian Consumer Research
Experian Consumer
Research is the Home of Simmons, the Voice of the American Consumer™
for over 50 years and delivers the full suite of Simmons products and
services. It is a full service, market and consumer research organization
dedicated to enabling clients to optimize communications with their
customers and prospects across multiple channels by providing a robust
description of the American Consumer. For more information, visit
www.experianconsumerresearch.com.