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.