Reasoned analysis about the shift in channel importance: where do the sales come from? where do you invest? What is clear is that a multi-channel customer spends more:
"Forrester Research data, for instance, show that web buyers not only buy online, but buy big offline as well. According to an October 2004 report, web buyers spend an average of $92 online monthly, but $256 offline, 26% more than non-web buyers.
2004 data on Holiday 2003 from AMR Research showed that the multi-channel customer spent 53% more across channels than in the previous year; on average, more than $1,000.
That compares with the non-multi-channel segment`s average spending of $725."
