The omnichannel customer -- someone who buys both from the traditional bricks-and-mortar retail store as well as from an online store -- is the ideal retail customer. Why? According to eMarketer, although omnichannel customers make up just 7 percent of all customers, they are responsible for 27 percent of all retail sales. That is more than the 44 percent of online-only customers who account for 24 percent of all retail sales.
eMarketer quotes Jaysen Gillespie, VP of analytics for Criteo, the company that provided the data, who says, "Omnichannel shoppers represent a significant opportunity for brands, as they are the customers that tend to spend more compared to offline-only or online-only customers. Retailers that are successful in combining offline and online data are able to apply more than four times as much sales data to improve marketing efforts, contributing to the higher lifetime value of the omnichannel customer."
In related data, online sales continue to be robust. In 2017, according to eMarketer, US retail ecommerce sales were estimated to have reached $454.9 billion, an increase of 16.3 percent over 2016. Total US retail sales increased 4.4 percent in 2017.
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