• August 30, 2000

Multi-channel shoppers - those who interact with all retail channels available to them, including traditional stores, websites, and print catalogs - appear to purchase more than their single-channel counterparts do, yet 76% of multi-channel retailers remain unable to track customers' behavior across those channels, according to a report from Jupiter Communications.

According to the report, retailers who still struggle with the basics of online selling-including pick- pack-and-ship fulfillment services or timely responses to customer service questions-must work quickly to secure the basics and then create an experience for customers that serves them as they move across channels. Jupiter analysts determined that though many retailers lack the ability to measure multi-channel purchasing, those who can enjoy increased spending by their multi-channel customers of 30 percent more than their single-channel counterparts do.