40% of Retailers Do Not Have a Store

31 Jan

According to a report by the Direct Marketing Association (DMA), entitled “Channel Integration and Benchmarks in the Retail Industry,” many retailers do not have cross channel integration and are still struggling to find a consistent voice.

Key findings include:

  • The absence of a brick-and-mortar store is becoming prevalent among retailers, since 41 percent of survey respondents don’t have a physical store.
  • The website is the most consistently used direct marketing channel, followed by email and direct mail.
  • Mobile is the direct marketing channel retailers are least likely to use.
  • Among the survey respondents, 66 percent gather customer information from direct mail, and 65 percent gather it from the Internet.
  • About 83 percent of respondents segment their customers based on demographics, 77 percent do so based on purchasing frequency, and 76 percent on products purchased.
  • Only 33 percent of respondents provide cross-channel order fulfillment.
  • Discounts remain the most popular loyalty program, with 80 percent of respondents using them.
  • Brick-and-mortar stores (20 percent) and websites (22 percent) produced the highest level of revenue in 2007.



2 Responses to “40% of Retailers Do Not Have a Store”

  1. Chris Tackett January 31, 2008 at 9:37 am #

    I found your site on technorati and read a few of your other posts. Keep up the good work. I just added your RSS feed to my Google News Reader. Looking forward to reading more from you.

    Chris Tackett

  2. surgesilk January 31, 2008 at 10:58 am #

    Thanks Chris…*sniff* you like me…you really like me.

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