
Key Findings
Covering USA, UK, Germany & Japan

• 78% of all US consumers say they use catalogs to browse and research products or services at least four
times a year.

• While many US consumers research and browse services and products in catalogs, they are not using
catalogs to make their purchases.

• In the UK, over 65s are most likely to appreciate catalogs, whatever channel they use to complete
transactions.

• In 2009, multi-channel mail-order companies in Germany generated sales of EUR 16.1 billion, down from
EUR 16.6 billion in 2008.

• In Japan, a successful multi-channel strategy is likely to include both E- and M-Commerce and some
combination of a brick-and-mortar presence.

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Germany


Table of Contents
1. Global 3. UK

• Customer Expectation and Coverage of different • Multi-Channel - Sales Channels under one
Retail Channels Umbrella
• Experts Opinions: Are offline Pushes important to • Multi-Channel - Coordination and Promotion
E-Commerce? • Multi-Channel - Shopper Profile and Channel
• Consumers Channel Crossing In-Store and Online Usage
• Multi-Channel - Key Considerations for Marketers • Multi-Channel - Successful Strategies
• Multi-Channel - Implications for Age Groups
• Fashion Retailers and Multi-Channel

4. Germany

• Sales Growth of different Distribution Channels,
in EUR billion, 2008-2009
2. USA • Catalog Usage of People who ordered online, by
Age Groups, in %, 2009
• Usage of different Commerce Channels • Online Usage of People who ordered offline, by
• Cataloging to Multi-Channel Retailing: Past Age Groups, in %, 2009
Developments and Implications • Sales with Goods, by Mail-Order Group, in EUR
• The changing Role of Catalogs in Multi-Channel million, 2008-2009
• Multi-Channel: Retail vs. E-Tail • Online Sales with Goods, by Mail-Order Group, in
• Main Problems in Multi-Channel Business EUR million, 2008-2009

5. Japan

• Successful Multi-Channel Strategies

Germany


Samples

While many consumers research and browse services and products
in catalogs, they are not using catalogs to make their purchases.
USA: Usage of different Commerce Channels (3 of 3)
Catalogs remain a vital part of the cross-channel experience, but do not effectively close the sale. While a number of consumers
still research and browse services and products in catalogs, they are not necessarily using catalogs to make their
purchases. S
h Some retailers are scaling b k th size of th catalogs, or are publishing sub-catalogs t
t il li back the i f the t l bli hi b t l targeted at particular
t d t ti l
segments and merchandise categories. This can ease the costs of printing and mailing, yet still provide the inspiration and
reminder to send customers back online. Merchants need to understand the new role that catalogs play in the cross-channel
research, browsing, and purchasing processes, and adjust accordingly.

How frequently do you browse/research products or How frequently do you purchase products or services by
services by looking at catalogs? looking at catalogs?

Daily 4 Daily 1

Weekly 17 Weekly 3

Monthly 24 Monthly 9

4-6 times per 4-6 times per 47
34
year year

Never 22 Never 41

0 10 20 30 40 0 10 20 30 40 50
Source: ATG, March 2010 in % in %

14


John Lewis has found that it can get customers to repeat purchase
online if it helps through the process by offering assistance in stores.
UK: Multi-Channel - Successful Strategies (1 of 2)
However, he adds that the growing trend for young adults to live with their parents is influencing the channels the whole household
uses to shop.
This is backed up by the experience of John Lewis which has found that it can get customers to repeat purchase online if it
Lewis,
helps them through the process the first time by offering assisted sales in stores.
At the other end of the scale, while young shoppers might not be using the web to buy the most, perhaps because they are more
likely to want to pay with cash than the general population, their attitude towards the internet, and particularly mobile, is interesting.
Freeman Evans says retailers need to consider that young consumers' sense of connectivity is very different to that of older
generations.
generations "If you ask 13 to 18 year olds how much time they spend online they don't understand the question as they are always
13- 18-year-olds question,
online," she says.
Those in their late teens are already the target market for much mobile marketing, and are also likely to be the future early adopters
of the mobile channel for transactions and product research.
So if you focus on young consumers or older consumers, you have to think beyond mass-market appeal.
Fitzgerald says that retailers are interested in the demographic of their customer bases when they come to innovate around
multichannel services. At present he is working for a large retailer on a project that is being completely driven by the customer and
user experience.
Nectar's cardholder base is two-thirds female and one-third male. Relatively speaking, men are more likely to buy online from Nectar
eStores. However, Nectar managing director Jan-Pieter Lips says that this is because men were early adopters, and recent growth in
Jan Pieter
online sales is actually coming from women shoppers.
Nectar's numbers show that where customers have the option of click-and-reserve home delivery for an online order, two thirds
choose click and reserve. Lips says that the main driver for that is proximity to stores, and there is no male/female bias towards using
click-and-collect as the fulfilment method.
But, interestingly,
But interestingly there is a small geographical bias In Scotland there is a slightly higher propensity to click and reserve proving
bias. Scotland, reserve,
that this is a service that is attractive not just to those in dense urban areas.
Source: Retail Week, March 2010

33

Germany

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Global Multi-Channel Trends 2010 by yStats.com