"The Importance of Cross-Channel Execution"

New data from Sterling Commerce reveals the huge impact cross-channel marketing is having on consumers.

“The survey, which polled 1,005 adults between January 18 and 20, 2008, found that nearly two-thirds (64%) of all respondents went online before making a purchase in the past three months. That percentage was even higher for “high-value” consumers, such as those with household incomes of about $75,000 (81%), college graduates (78%) and consumers age 25 to 34 (77%).”

The Sterling Commerce report describes the “spoiling” of consumers by retailers, with conveniences never available before.

A typical path for the new consumer would be:

1. Research online
2. Visit storefront for in store pick up
3. Visit kiosk to verify account, before retuning home

* The ability to return merchandise in person was of high importance.

You can view the full report here.