Sunday, February 3, 2008

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.

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