A Royal Mail survey of 880 UK consumers found that: nearly half looked through a catalogue before buying online, 44% of shoppers had browsed a catalogue before buying in-store, and 22% had browsed online before making a high street purchase. Also, shoppers who browsed a catalogue prior to making a web purchase spent 25% more than other online shoppers. Offers to customers should be dependent on their characteristics and can be used very effectively to drive people across channels, e.g. offer double points for the web purchase of a gift voucher of more than £20 to a price sensitive customer, or offer a complementary makeover at a cosmetics counter when a regular customer purchases a gift voucher of more than £20. When this was tried, the result was a measurable improvement in profit.
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