Online Channels Work Well for Large Retailers, Less So for Others at Retail Marketing

Online Channels Work Well for Large Retailers, Less So for Others

Published by Cindy May 7th, 2008 in Advertising, Branding, Consumer Brands, List Growing, Measurement, Online Advertising, Retail Marketing, Shopping Center Marketing, Websites, eCommerce.

Consumers cite the web as the fastest-growing retail channel by a 2-to-1 margin.

They are also starting to expect more from businesses, including the ability to order products in one place and pick them up — or have them delivered — elsewhere, according to a Retail Systems Research (RSR) report, MarketingCharts writes.

Large retailers (those generating the equivalent of $5B or more in annual revenue) have a head start, as they have more experience in multi-channel retailing, RSR said. Moreover, they are more likely than small and midsize retailers to see the e-channel as an extension of their operations rather than merely an outlet for excess or different merchandise.

[Full Story at Marketing Vox]