by Yvonne Gando, Social Commerce Analyst
According to a recent study entitled Cross-Channel Commerce: The Consumer View, the majority of US Internet users are cross-channel shoppers when browsing, researching, and purchasing a product or service. Channels included (but were not limited to) catalog, computer, mobile, and in-store. See the chart to the right for the breakdown.
Half of the respondents admitted to using two channels to seek out their purchases, while about one-third stated that they used three different channels to shop.
These findings help point to opportunities for merchants to offer a more well-rounded experience to their customers. For example, providing more information on the Web may increase online sales and improve call center efficiency. Further, incorporating social media into their e-commerce activities, as the study also revealed that 42% of users ages 18-34 were more inclined to tie their purchases to social media activities, can be a valuable opportunity to reach younger consumers.
Here, we wanted to give a shout out to Brownells, a PowerReviews client, and World’s Largest Supplier of Firearm Accessories, Gun Parts, and Gunsmithing Tools. This retailer knows the value of going where their customers are, and creating more opportunities to connect with their customer communities. Brownells works hard to reach devotees and enthusiasts through their traditional website, their new mobile site, an array of specialty catalogs, and throughout the social media landscape on Facebook and Twitter.
How do you reach your customers? We’d love to hear about the cross-channel opportunities that make up your customers’ experiences.
Drop us a note today, and let us know what you’ve been up to, what you’re working on, and what you’re curious to learn more about.