Marketers who are trying to reach consumers through only one channel – think online, catalog or traditional stores – may be missing their chance to sell to an important but growing segment of the population. Omni-channel shoppers, labeled by IDC Retail Insights, tend to gather information, simultaneously, from several sources as they decide what they will buy. And this group of consumers is worth pursuing because they spend between “15% to 30% more than ‘multi-channel’ shoppers.”
Omni-channel shoppers should be targeted by marketers because:
- They have high spending rates.
- They display loyalty to marketers who use the latest technology to communicate.
- They can influence other shoppers.
One of the driving forces behind this group of shoppers is the growing use of smart phones. These devices allow consumers to “compare prices immediately via the Web and connect to a social network for opinions.” The instant flow of information means these consumers are accessing data across all channels. A marketer that doesn’t maintain an online presence may miss the opportunity for a sale to a consumer who’s in the grocery store trying to get more information about the organic-labeled poultry product she might purchase.
The consumer demographics most like to be omni-channel shoppers include:
- Omni/integrated – Affluent, home-oriented, 30 to 50 years old
- Young mobile – People younger than 30 who use text messaging
- Social networker – Younger consumers connected by specific topics
According to a recent post on Facts, Figures & the Future, omni-channel marketing is growing and represents the best new way for retailers to make information available to consumers who have purchase intent.[Source: Omni-Channel Shoppers: High-Tech, High-Reward, Facts, Figures & The Future, 10.09.09]