WEB STUDY CITES ‘SUPER CUSTOMER’

Byline: Valerie Seckler

NEW YORK — Cybershoppers are the most “cross” of the shopping crowd.
That is, they’re the consumers most likely to be cross shoppers, or those transacting purchases in other channels as well, according to “Multichannel Retail Report 2001,” slated to be released today by Shop.org, a trade group for online merchants. Indeed, 78 percent of online purchasers also buy things at the brick-and-mortar stores of the merchants whose Web sites they’re shopping, found the study, which was fielded this summer for Shop.org by marketing consultant J.C. Williams Group and Internet researcher BizRate.com.
Although the study treads over much familiar ground, it offers some newsy nuggets, citing women’s expanding role as vigorous multichannel shoppers; highlighting which in-store purchasers are most likely to research those transactions online; and identifying the Super Customer, a “highly active” online buyer who transacts at least one purchase per month on the ‘Net.
The multichannel research, based on a survey of more than 50,000 online and offline customers of 22 large retail chains in the U.S. and Canada, determined:
While women accounted for 62 percent of the online shoppers sampled, they constituted 76 percent of the shoppers who also purchased from those retailers’ catalogs, and 72 percent of those who also purchased both from those merchants’ catalogs and stores.
34 percent of online shoppers also are making purchases in catalogs and stores.
73 percent of traditional-store shoppers prefer to research their purchases online.
Only 40 percent of catalog shoppers and 59 percent of online shoppers surveyed said they could shop traditional stores under those same banners in the city where they live or work.
Store shoppers most likely to look for or buy goods at brick-and-mortar shops, after researching them online, are ages 35-44, with annual household incomes between $75,000 and $99,000 (24 percent and 55 percent more likely than average, respectively.)
Store shoppers who visit the Web site of those same retailers are spending roughly $600 more in-store a year than those stores’ typical customers.
Super Customers tend to buy things at brick-and-mortar stores 1.7 times more often than the stores’ average customer, and make online purchases four times as often as average Internet shoppers, shelling out 21 percent more per purchase on average.

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