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Online Channels continued from page 104
your next one to three generations of formats.” In a retail study commissioned
by package carrier, DHL, 69 per- cent of retailers said that it is very important or essential to operate in multiple channels. The report, “Multi-channel Matters,” said that nearly two thirds of those ques- tioned expected to start or grow ecommerce sales via the Web over the next three years. And ten per- cent of retailers said they have plans to sell products via mobile apps and devices over the next three years. But online commerce per se is
just the tip of the iceberg. Shoppers are using the Internet to research and shop, but often go to tradition- al stores to buy. According to an eMarketer report released in May, “Retail E-Commerce Forecast: Cautious Optimism,” currently 86 percent of Internet users are online shoppers. “They browse, research and compare products on the Internet, but do not neces- sarily buy online,” according to the report. “As a result, though often ignored, store sales infl uenced by online research are three times higher than ecommerce sales.” The take-away for independent
retailers? Low cost Web initiatives, such as Facebook pages and prod- uct information websites, may be as important as sophisticated online shopping systems, but easier to set up and maintain. The important thing is to start to plan and execute an electronic strategy that goes be- yond the store. ■
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