RetailSmart

Research Finding

Strategic Implication

YES/NO

The absence of a brick-and-mortar store is becoming prevalent among retailers (41% don’t have a physical store.)

I actively seek to grow my direct (marketing/ e-tailing business) and have several initiatives in the pipeline or being trialled.

The website is the most consistently used direct marketing channel, followed by email and direct mail.

I have a great website that gets traffic equal to 50% of my store traffic.

66% gather customer information from direct mail and 65% gather it from the Internet.

I have a great, accurate database of customers from whom I get at least 10% of my sales.

83% segment their customers based on demographics, 77% base it on purchasing frequency, and 76% on products purchased.

I have a perfectly good handle on the exact numbers and types of customers that I sell to , and I proactively market accordingly.

Only 33% provide cross-channel order fulfilment.

I know what this means and I am ready for it when the market is big enough

Discounts remain the most popular loyalty program, with 80% using them.

My loyalty program is NOT effectively a discount program; so it is DIFFERENT from everybody else’s.