Thursday, December 22, 2011

The end of “same store sales”.

If a customer makes a purchase on their mobile device while at or shortly after visiting your store, is that a physical store sale or an e-commerce transaction? If you do not know what percentage of what you call e-commerce sales comes from customers who are close to one of your physical stores, you need to get busy.

And if you do not know what percentage of your customer base makes a purchase from two or more of your channels (stores, web, catalog) in a year, you will want to add that to your priority to-do list.

Web influenced sales - are sales in local stores that are generated through online marketing and research. As per Forrester Research and as shown in the trend forecast above, the web influenced sales is about 6 times the actual purchase online and the combined impact is about 50% of total retail sales. 

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