Multichannel shopping: Crossing the channels

Andy Wood
GI Insight

Multichannel shopping is becoming the norm and retailers need to track a customer's behaviour across all their access points to maximise sales

Retailers suffered reduced footfall and sales in the last months of 2010 as heavy snow hit hard across many parts of Europe and North America in the weeks preceding Christmas. Those who had best geared for online shopping came out winners in the sales contest. But it would be rash to conclude that consumers are abandoning the malls and high streets and migrating en masse to the net.

The explosion in digital communications over the last decade has revolutionised the retail landscape, but analysis of customer data and behaviour, as well as latest research by GI Insight, suggests that businesses should be wary of putting all their eggs in one basket. Multi-channel shopping is increasingly becoming the norm.