Are You Properly Targeting Multi-Channel Shoppers?

eMarketer reports that according to a study of 2003 holiday shoppers from DoubleClick, Beyond Interactive/Grey Worldwide, Greenfield Online and TNS Intersearch, the number of consumers conducting holiday multi-channel shopping grew to 65% in 2003 from 56% in 2002. Specifically, the study notes 35% of these multi-channel shoppers spent an average 33% more during the 2003 holiday season than in 2002. Among their reasons for doing so, a notable 42% of consumers cited special offers or discounts during the 2003 holiday season and 36% said there were more interesting gifts available in 2003. The companies surveyed 1,000 adult consumers in the US.

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