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Online retailers urged to consider multi-channel marketing

New research has suggested that online retailers who use multiple channels for their marketing enjoy the best returns.

Data gathered by JupiterResearch showed that 75 per cent of online retailers believe that multi-channel expansion should be as a key component in their marketing strategies.

Almost all (98 per cent) of the firms questioned revealed they already advertise across at least two channels.

The study showed that 75 per cent using multiple online channels enjoy increased sales and 60 per cent said multi-channel marketing enhanced their ability to "target new demographics or enhance lifetime customer value".

Website internetretailer.com partly sponsored the study. It reported that the research noted: "As multi-channel retailers reach a point at which they consider operating in six or more online channels, they should be particularly wary of the potential strain on their internal staff.

"It is also a point at which sharing data - e.g. inventory management, sales leads - across increasing numbers of channels can strain organisation's legacy systems."

A recent report from Thinkbox and the Internet Advertising Bureau suggested that combining TV and online marketing was a successful strategy. ADNFCR-1536-ID-18586135-ADNFCR