Organizational and Structural Solutions

Michael Kare-Silver

Chapter 12 in E-Shock 2020, 2011, pp 105-114 from Palgrave Macmillan

Abstract: Abstract If there were any doubt about the strategic necessity and value of pursuing a multichannel approach, then here are two pieces of compelling evidence: ⊲ McKinsey research shows that: Multi-channel customers can be up to 25% more profitable than single-channel customers. An effective multi-channel approach can lead to savings of up to 15%. ⊲ Deloitte research shows that: Companies with strong multi-channel capabilities are expected on average to enjoy cumulative sales growth at a rate 30% faster than single-channel companies. Multi-channel customers spend 82% more per transaction than single-channel customers. While it varies by product group and sector, on average 17% of all transactions in the 2010 survey can be defined as multi-channel, showing a clear mix and combination of channel interactions. That percentage is growing all the time as multi-channel access and technology continues to develop.

Keywords: Marketing Campaign; Direct Mail; Online Sale; Marketing Budget; Separate Team (search for similar items in EconPapers)
Date: 2011
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Persistent link: https://EconPapers.repec.org/RePEc:pal:palchp:978-0-230-34336-8_12

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DOI: 10.1057/9780230343368_12

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