Summary
Multichannel retailers are driving shoppers for apparel, footwear and accessories to their stores after they find what they want online. This trend is so strong, that multiple electonic channels such as mobile and the Internet will influence 40% of retail sales by 2012.
Analysis
Specialty retail chains that continue to resist selling their merchandise through online and moble channels are running the risk of losing serious market share to their more enlightened competitors who have become skilled in the art of multichannel marketing. With lack of "foot traffic" emerging as the major issue among specialty stores in this increasingly difficult consumer environment, it would be advisable for single channel retailers to read a new study from IBM and Forrester Research. The study concludes that 75% of multichannel shoppers make their actual purchases in stores after visiting the retailers website. Forrester Research is now predicting that by 2012, 40% of all retail sales will be influenced through multiple channels. Of course, the cost to fill up your tank is keeping many shoppers away from malls and it is estimated by many retailers such as J. Crew and Abercrombie & Fitch that online sales will increase by at least 15% in 2008.
