Only 10% of the U.S. population can be identified as multichannel shoppers, or shoppers who regularly use more than one method to buy including online, in-store, catalog, and phone order but they are a valuable target audience for retailers, according to Experian.
While these shoppers do spend a significant amount of money on shopping, they spend more time researching, and are not likely to make impulsive buying decisions, according to the report.
These shoppers also use the Internet as their primary source of both information and entertainment, providing companies with new opportunities to communicate with these consumers using multiple methods, continued Experian.
