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Multi-Channel Retailing
Today, online consumers think nothing of shopping across a retailer’s stores, Web site and catalog. As a consequence, online product research is actually driving more land-store sales than online sales.
The Multi-Channel Retailing report analyzes the factors that are contributing to make online product research a vital driver of offline retail 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.
Key questions the “Multi-Channel Retailing” report answers:
- How do consumers shop across retailers’ stores, Web sites and catalogs?
- How do e-commerce sales compare with store sales that are influenced by online product research?
- What do consumers expect from multi-channel retailers?
- How effective are retailers in living up to these expectations?
- And many others…
eMarketer Reports—On Target and Up to Date
The Multi-Channel Retailing report aggregates the latest data from marketing and communications researchers with eMarketer analysis to provide the information you need to make smart, accurate business decisions.
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Today, online consumers think nothing of shopping across a retailer’s stores, Web site and catalog. As a consequence, online product research is actually driving more land-store sales than online sales.
Executive Summary
 US Web-Influenced Retail Store Sales vs. Retail E-Commerce Sales, 2007 & 2012 (billions and CAGR*)
Key Questions
The eMarketer View
Key eMarketer Numbers - Multi-Channel Retailing
Precision Shopping
The Intelligent Retail Organization
The Rise of Multi-Channel Retailing
Annual Growth in US Total Retail Industry Sales* vs. Retail E-Commerce Sales, 2001-2007 (% change)
Breakdown of Online Sales Revenues Among the Top 500 US Retail Websites, by Type of Company, 2006 (% of total)
Primary Holiday Shopping Retail Channel Used by US Online Buyers, November 2007 (% of respondents)
Cross-Channel Shopping Behavior of US Online Shoppers, 2006 (% of respondents)
The Impact of Online Research on In-Store Buying
US Web-Influenced Retail Store Sales vs. Retail E-Commerce Sales, 2007-2012 (billions)
US Web-Influenced Retail Store Sales and Retail E-Commerce Sales As a Percent of Total Retail Industry Sales, 2007-2012
US Web-Influenced Retail Store Sales and Retail E-Commerce Sales As a Percent of Total Retail Industry Sales, 2007-2012
Frequency with which US Online Shoppers Research Products Online before Purchasing In Store, by Gender, 2007 (% of respondents)
Demographic Profile of US Cross-Channel Shoppers vs. the General Population, Q2 2006 (% of respondents in each group)
Products that US Online Shoppers Have Researched Online before Purchasing in a Store*, 2007 (% of respondents)
US Internet Users Who Research Select Products/Services Online before Purchasing in a Store, by Gender, November-December 2006 (% of respondents in each group)
Select Ways the Internet Has Improved the In-Store Shopping Experience according to US Internet Users, by Gender, January 2007 (% of respondents)
Reasons that US Cross-Channel Shoppers Research Products Online and Purchase Them Offline, Q2 2006 (% of respondents)
Websites US Online Shoppers Use Initially for Researching Products Online, 2007 (% of respondents)
Online Resource Used Most Frequently by US Online Shoppers for Product Research, July 2007 (% of respondents)
Reasons that US Cross-Channel Shoppers Purchase from an Offline Retailer Different from the Retailer's Site Used for Research, Q2 2006 (% of respondents)
The State of Multi-Channel Retailing
Organizational and Operational Issues
Organization Structure Used by US Store-Based Multi-Channel Retailers, 2007 (% of respondents)
Integrated Functionalities between Websites and Stores that Retailers in North America Are Interested in Upgrading, January-February 2007 (% of respondents)
Barriers Preventing Retailers in North America from Implementing Fully-Integrated Cross-Channel Merchandise Planning, 2007 (% of respondents)
Initiatives Planned by US Online Retailers to Improve Website Performance, Q1 2007 (% of respondents)
Customer Relationship Management (CRM)
Up-to-Date Technologies for Customer Relationship Management Used by Retailers in North America, January-February 2007 (% of respondents)
Attitudes of US Online Shoppers Toward Personalized Product Recommendations* on E-Commerce Websites, July 2007 (% of respondents)
US Retailers with E-Commerce Systems that Use Customer Data to Make Product Recommendations Based on Past Purchases, by Business Model, April 2006 (% of respondents in each group)
Interactive Customer Functionalities on Websites that Retailers in North America Are Interested in Upgrading, January-February 2007 (% of respondents)
US Online Retailers' Level of Customer Segmentation, 2005-2007 (% of respondents)
Buy Online/Pick Up or Return At Store
Importance of Online Retailer Allowing Option of Picking Up or Returning Item at Store According to US Online Buyers, 2007 (% of respondents)
Select Multi-Channel Features Offered by US Leading Online Retailers, Q4 2006 (% of sites surveyed)
Product Return Rate for Online Orders among Retailers in North America, 2007 (% of respondents)
In-Store Web Access
Implementation and Upgrading of In-Store Customer Service Technologies by Retailers in North America, January-February 2007 (% of respondents)
Retailers in North America that Provide Incentives to In-Store Associates for Online Orders, 2007 (% of respondents)
The Role of Catalogs in Multi-Channel Retailing
Online Sales of US Mail Order Catalog Marketers, 2005 & 2006 (% of total sales)
Select Cross-Channel Shopping Activities of Customers of US Multi-Channel Retailers, 2007 (% of each group)
Leading Retail Website Features Used by US Online Buyers this Holiday Season, November 2007 (% of respondents)
Customer Satisfaction and Loyalty
Top 25 US Online Retailers during the Holiday Season, Ranked by Customer Satisfaction, 2006 & 2007 (based on a 100-point scale* and % change)
US Online Holiday Shopper Customer Satisfaction* with Leading Online Retailers, December 2007 (% of respondents)
Likely Actions of US Online Shoppers As a Consequence of Dissatisfaction with the Performance of a Retail Website, April 2006 (% of respondents)
US Online Holiday Shoppers Who Are Less Likely to Return to a Website due to a Frustrating Online Shopping Experience with that Website, 2005 & 2006 (% of respondents)
US Online Holiday Shoppers Who Are Less Likely to Shop at a Retailer's Physical Store due to a Frustrating Online Shopping Experience with that Retailer, 2005 & 2006 (% of respondents)
Related Information and Links
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Today, online consumers think nothing of shopping across a retailer’s stores, Web site and catalog. As a consequence, online product research is actually driving more land-store sales than online sales.
Accenture
Akamai
Allurent
AMR Research
BIGresearch
Direct Marketing Association (DMA)
eMarketer
FGI Research
ForeSee Results
Forrester Research
Gartner
Internet Retailer
J.C. Williams Group
JupiterResearch
Microsoft
Nielsen Online
Razorfish
Retail Advertising and Marketing Association (RAMA)
RIS
Shop.org
Shopzilla, Inc
StartSampling
STORES Magazine
the e-tailing group
US Department of Commerce
Zoomerang
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