Online Shoppers Say Multichannel Retail Spending Isn’t A Zero-Sum Game

Retailers trying to keep pace with evolving consumer behavior shouldn’t necessarily worry that offering an additional shopping channel will cannibalize sales from existing channels, according to results from a survey from PricewaterhouseCoopers (PwC). The study finds 58% of online shoppers surveyed across 11 markets (56% in the US) said they have spent more with their favorite retailer since they started shopping across multiple channels. But the results aren’t all positive: for retailers to profit, they need to be a consumer favorite. (more…)