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Zendor Survey Reveals Multi-Channel Shoppers Spend More

Press Release

By: Zendor
23 January 2006

A new survey conducted by Zendor, the fulfilment and distance shopping expert, reveals that multi-channel shoppers spend more money than those consumers who purchase via one channel. Zendor conducted the survey in a bid to learn more about consumers’ multi-channel shopping behaviour and assess if retailers are making the most of the different channels available to them. The survey was completed by 216 consumers of both sexes aged from 15 to 81 years old, with a report released in January 05.

As well as spending more, multi-channel shoppers also shop more frequently (67%) and make more impulse purchases (60%). In addition, 86% of those surveyed research their purchases more since they began shopping through multiple channels (namely store, web and/or catalogue).

80% of survey respondents state that they regularly shop via more than one channel, which ties in with the recent huge growth in popularity of online shopping - the IMRG estimates that online sales will have risen from £14.5bn in 2004 to £19.6bn in 2005). Interestingly, the results show that more men (83%) consider themselves to be multi-channel shoppers than women (77%). Zendor also found that it is mostly the 25 to 34 year olds (91%) who prefer to purchase via more than one channel.

According to the findings, more people shop online on a daily basis (23%) than on the high street (9%). However, the survey also confirms that the high street is still the dominant channel for researching and purchasing the majority of products.

These results suggest that developing an effective multi-channel strategy is vital for retailers, especially in the current high street downturn, since providing an easy and convenient multi-channel shopping experience is likely to increase sales by enabling customers to shop via their preferred channels without having to go to competitors with an online presence or catalogue.

Angela Schorah, Marketing & Communications Manager for Zendor comments: “This survey highlights a clear link between multi-channel shopping and increased spend, frequency of shopping, impulse buying and research. Any retailers who have not yet seriously considered offering their customers an option to shop online need to be asking themselves ‘why not?’ oblivious of their product range; consumers are showing that they will buy anything online from flowers to footwear, to flooring, and retailers who haven’t moved into the 21st Century by yet launching online risk getting left behind”.

To view the full report in PDF format, please click here