Virtual Retailing Wave of the Future

Research Brief » Blog Archive » Two Out of Five Retailers Don’t Have a Store

According to a recent report by the Direct Marketing Association (DMA):

• 41 percent of survey respondents don't have a physical store.
• website is most consistently used direct marketing channel, followed by email and direct mail
• 66 percent gather customer information from direct mail, and 65 percent gather it from the Internet.
• 83 percent segment their customers based on demographics, 77 percent do so based on purchasing frequency, and 76 percent on products purchased.

From the report:

To be successful, retailers need to merge and synchronize all channels in terms of consistent brand message, timing, creativity of promotions, loyalty programs and fulfillment.

Tags: dma, retail, cross channel promotions