Multi-channel’s and increase in online activity incorporated into the buying experience

With rising petrol prices, it’s no wonder more and more people are turning to the Internet to do their shopping. According to an American cross-channel retailing expert, by 2012, almost half of all retail purchases will in one way or another involve the Internet. Whether that be to initially compare prices before going to a store, or simply making the whole decision and transaction online.

But it’s not only greener attitudes that are pushing Internet sales onward and upward. People are beginning to trust the methods of payment online as shopping over the Internet is becoming more and more common place.Third party payment systems such as PayPal,which are engineered to assist with making payments over the Internet along with retailer guarantee’s of delivery, ensure that consumers feel comfortable with purchasing over the web. Businesses are also now giving people return options for their purchased goods with no return fee for delivery.

The Hitwise Industry Snapshot Report for Shopping and Classifieds details in terms of visits, the top ten websites for Shopping and classifieds for the month of February,2008. At number one we have eBay, holding 29.57% share of the market.

Far be it for me to harp on and on about SEO but The Hitwise Report revealed that,’42.39% of all visits to the online ‘Shopping and Classifieds’ industry went to the top 10 websites for the month of February, 2008. 48.10% went to the top 20 websites and 63.24% went to the top 100 websites.

The report, Multi-channel Retailing, ACRS Secondary Research Report, August 2007 released by the Australian Centre for Retail Studies revealed that 86% of all store catalogues included a URL and 80% of retailers are using email to promote their business and advertise promotions. As noted earlier, many retailers now offer easy return offers for online purchases. 87% of retailers accept returns in-store for online purchases.

The ACRS Secondary Research Report references Shop.org which states that 34% of consumers use a minimum of three channels when making a purchase. These consumers who use multiple channels spend up to ten times more than those consumers that use a single-channel when shopping.

Of course, the presence of a ‘real’ store can not always prevail over online, and nor should it. Some things are better experienced in the flesh. However some items such as electronics are a great seller online. People know what they want and they know they can get it at a reasonable price too.

An online presence is vital to maintaining consumers, even if you are not selling online. Multiple channels are now an important way to inform, retain and excite your customers with the retail experience you provide. Of course, no-one can ignore the decrease in labour costs when selling online either. Especially when it’s through a third party website.

www.OfferMe.com.au has engaged it’s growing number of supporters through facebook, blogs and its pre-launch site. By acknowledging the significance of online presence, not just through your own website, doors open and awareness becomes viral. Something the Internet can do for your business at minimal cost.

The Internet has become a great tool for retail businesses. If used in the right capacity, it can generate more business than using traditional modes of marketing and advertising.

Author: Katie Preston