Multi-channel Customers

The “store” is no longer at the mall, on the Web, or in a catalog–it’s wherever the customer is when he chooses to shop, browse, and buy. Consumers move seamlessly (and stealthily) from one channel to another when shopping. For you to be where they are, you need to be almost everywhere.

Call it channel bundling. Nearly 60 percent of the most sophisticated shoppers find items they want online and purchase them in stores. That’s double the number who bundled channels this way in 2009, according to a study of the direct-to-consumer channel by our company, Peppers and Rogers Group, in partnership with Institute for the Future.

It’s easy to underestimate the impact of channel bundling in the shopping process if you focus only on actual sales or transactions. Increasing your share of a customer’s business requires much more …