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JupiterResearch Study Finds Multi-Channel E-Commerce Expansion Vital to Online Retail Success
Seventy-five percent of online retailers surveyed cited multi-channel expansion as a key component in their marketing strategies. Ninety-eight percent report they market on at least two online channels.
"The results provide actionable information for retailers who are evaluating online programs including paid and organic search, and comparison shopping engines," said
The recent findings deliver a unique perspective on how online retailers are capitalizing on the full spectrum of e-commerce channels and explore the benefits and the challenges of expanding their reach. It also focused on the area of third-party outsourcing and how to measure its success. Those retailers who choose to outsource should look to their e-commerce partners to develop performance metrics that demonstrate their long-term worth including lifetime customer value, product margins and customer retention.
"This survey suggests that ChannelAdvisor has a unique opportunity to help retailers assess where they in the multi-channel life cycle and the implications for moving forward," said
Highlights From Survey Results Among those retailers who reported using multiple online channels: — 75% enjoy increased sales. — 80% realize increased customer acquisitions. — 71% report significant growth in qualified customers. — 73% operating in six or more online channels require additional support staff. — Over 60% cite the ability to target new demographics or enhance lifetime customer value. — 55% of those surveyed outsource some marketing initiatives.
Among those retailers who reported outsourcing their multi-channel initiatives:
— 69% report increased sales while 65% report increased customer acquisition. — Nearly 60% experience higher returns on marketing spend. — 70% report quicker adjustment to market changes and new initiatives.
To get a copy of the complete results of the ChannelAdvisor, Navigating a Multi-Channel E-Commerce Environment: Marketing and Sales Strategies for Online Retailers, visit www.channeladvisor.com/jupiterwhitepaper.
Survey Methodology
Undertaken in March of 2008, JupiterResearch conducted a formal survey of online retailers regarding the use of online marketing and selling tactics. A total of 115 qualified online retailers completed the survey. Respondents received an email invitation to participate in the survey with an attached URL linked to the Web-based survey form. JupiterResearch worked with monthly national business magazine publisher Internet Retailer to develop a sample of online retailers and to assist in the technical tasks of survey fielding.
About ChannelAdvisor Corporation
ChannelAdvisor Corporation provides technology and services that enable leading online retailers to maximize their products across multiple e-commerce marketplaces such as eBay, Amazon.com and Overstock.com, comparison shopping engines such as Shopping.com, Shopzilla, Nextag and Google Product Search and search engines such as Google, Yahoo! and MSN. In 2007, ChannelAdvisor managed over
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