Epsilon Study Reveals Multi-channel Buyers Spend More Online23 Sep, 2009
DALLAS – Online sales continue to grow despite a challenging economy, and marketers should be targeting customers based on past purchase behavior, geography and the economic conditions, according to “Epsilon Targeting’s Annual Multi-channel Trend Report.”
“As marketers adjust their campaigns to account for the economic climate, the Multi-channel Trend Report provides unique and valuable insights to help drive these initiatives and effectively target today’s budget conscious consumer,” says Brian Rainey, president of Epsilon Targeting. “Utilizing data-driven, highly measurable multi-channel strategy will provide the most return on marketing investment by effectively identifying and reaching existing and potential customers in the shopping and purchasing channels they prefer.”
The study revealed that the percentage of sales taking place online has grown by 30 percent in four years, with an 8 percent growth in the past year. The average dollar-per-online transaction has also steadily increased, while the average spend per household declined in 2008 for all other channels.
The study also looked at the behavior of multi-channel buyers versus consumers who purchase only online, at retail or by call center/mail. Multi-channel buyers represent 67 percent of total repeat buyers with the highest spend and transactions per household. Compared with exclusive retail buyers, multi-channel buyers are more active and have a greater return on investment, as they are at a higher level of engagement with a marketer’s brand.