The Internet is changing sales tactics
everywhere. Seven of the ten-most visited retail Web sites during the past holiday season belonged to dominant bricks-and-mortar retailers such as Wal-Mart, Apple and Target. Commercial success is becoming increasingly dependent on how well retailers manage their multiple sales channels.
Attention: Advertising Agencies, Marketers, Direct Manufacturers, Online Retailers and Mass- and Mini-Merchandisers.
The Multi-Channel Shopping report analyses the changing dynamics of retail sales and customer communications.
Wal-Mart and Target have joined Amazon and eBay as the most heavily trafficked e-commerce Web sites, and retail chains account for about 40% of online sales, compared with just over 25% for pure-play Internet retailers.
Why? Sophisticated online shoppers, many of whom are also the biggest spenders, expect their favorite retailers to offer a satisfying cross-channel shopping experience, whether it is to browse print catalogs before buying from e-catalogs, order goods online followed by in-store pickup or research online prior to making store purchases.
Today, to compete anywhere, you have to be everywhere.
Key questions the "Multi-Channel Shopping" report answers:
- How do cross-channel shoppers differ from single channel shoppers?
- What are the implications of cross-channel shopping to retailers?
- What strategies are retailers using to manage their multiple sales channels?
- How do the Web sites of store retailers, catalog firms and Internet-only merchants compare in terms of sales volume and growth, conversion rates and customer satisfaction?
- And many more…
eMarketer Reports—On-Target and Up-to-Date
The Multi-Channel Shopping report aggregates the latest data from leading marketing and communications researchers with eMarketer numbers, projections and analysis to give you the comprehensive range of information you need to make well-informed advertising and sales decisions.
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The Internet is changing sales tactics
everywhere. Seven of the ten-most visited retail Web sites during the past holiday season belonged to dominant bricks-and-mortar retailers such as Wal-Mart, Apple and Target. Commercial success is becoming increasingly dependent on how well retailers manage their multiple sales channels.
Impetus
US Retail E-Commerce (excluding travel) as a Percent of Total Retail Sales, 2000-2008
Issues & Questions
Overview
The eMarketer Outlook
A. The Era of Multi-Channel Shopping
Top 10 Retail E-Commerce Websites among US Internet Users, October 2005 (thousands of unique visitors)
Breakdown of Online Sales Revenues among the Top 400 US Retail Websites, by Type of Company, 2004 (% of total)
Type of Industry or Business that Will Achieve the Greatest Growth in Internet Retailing in the Next Five Years according to US Internet Retailers, May 2005 (% of respondents)
Sales Channels Used by US Online Retailers, Q1 2005 (% of respondents)
Annual Growth in US Retail E-Commerce Sales (excluding travel) and Total Retail Sales, 2001-2005 (% increase vs. the prior year)
US Online Consumers Who Want a Consistent* Multi-Channel Shopping Experience, December 2004 (% of respondents)
Select Business Functions that Are Handled Consistently across Various Channels according to US Retailers, by Type of Multi-Channel Retailer, 2005 (% of respondents)
US Holiday Gift Spending, by Sales Channel, 2002-2005 (% of total and % change)
Profitability of US Online Retailers, by Retailer Type, 2003 & 2004
Select Sales Channels that Are Profitable according to US Retailers, 2004 (% of respondents)
Multi-Channel Retailing ROI according to US Retailers, 2005 (% of respondents)
B. Cross-Channel Shopping Behavior
Buy Online/Pick Up or Return at Store
Select Multi-Channel Shopping Features Used by US Online Consumers, December 2004 (% of respondents)
Select Multi-Channel Shopping Features Offered by US Online Retailers, Q4 2005 (% of sites surveyed)
Likelihood of US Adult Consumers Purchasing Additional Items When Returning Goods at the Store, November 2005 (% of respondents)
US Online Buyers* Who Say that Their Online Buying Does Not Replace In-Store Buying, August 2005 (% of respondents)
Percent of Sales Generated by US Retailers' Websites, 2003 & 2004
J.C. Penney Customers' Average Annual Spending, by Channel, 2003
Research Online/Buy in Store
US Online Consumers Who Browse in One Sales Channel Then Buy in Another, December 2004 (% of respondents)
US Online Buyers* Who Say that They Research Online Then Buy in Store, August 2005 (% of respondents)
Types of Products Researched Online Then Purchased Offline by US Households, 2004 (% of households)
Shopping Channels Where US At-Home Internet Users Shop for Media Hubs*, October 2005 (% of respondents)
Case of the E-Catalog
Catalog Cross-Channel Activity by Consumers according to US Retailers, 2004 (% of respondents)
US Retailers' Sales from Paper Catalog vs. Primary Website, by Type of Multi-Channel Retailer, 2004-2009 (% of total sales)
Top 10 US Online Retailers, Ranked by Sales Conversion Rate, February 2005
C. Multi-Channel Retailing Models
Forrester Research
How US Multi-Channel Retailers Have Integrated Their Stores and Websites, 2004 (% of respondents)
Types of Technologies US Retailers Are Currently Using to Integrate the Online Channel with Other Retail Channels, 2003 & 2004 (% of respondents)
Cross-Channel Organizational Practices Used by US Multi-Channel Retailers, 2004 (% of respondents)
McKinsey
Revenues of Top 100 US Direct* Retailers, by Business Model, 2003
IBM Institute for Business Value/Retail Management Institute
D. Analysis of Multi-Channel Retailers' Web Sites
US Online Retailers with Sales of $1 Billion or More, 2004 (billions)
Online Sales of Select US Retail Chains, 2003 & 2004 (millions and % increase vs. prior year)
Online Sales as a Percent of Total Retail Sales for Select US Retail Chains, 2004
Online Sales Growth for Select US Catalog/Call Center Retailers, 2004 (% increase vs. prior year and millions)
E. Customer Satisfaction Report Card
Customer Satisfaction Scores of the Top and Bottom 10% of the Top 40 US Online Retailers* during the Holiday Season, 2005 (based on 100-point scale)
Customer Satisfaction Scores of the Top 40 US Online Retailers* during the Holiday Season, by Type of Company, 2005 (based on 100-point scale)
US Chain Retailers with the Highest Customer Satisfaction Scores of the Top 40 US Online Retailers* during the Holiday Season, 2005 (based on 100-point scale)
Future Behavior of Customers of Online Retailers with the Highest and Lowest Customer Satisfaction Rankings in the Top 40 US Online Retailers*, Spring 2005 (based on 100-point scale)
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