Integrated marketing pays off for retailers

Four out of five home shoppers have engaged in ‘flick to click’ shopping in the last year - finding products in an offline catalogue before purchasing them online, according to research.

The Experian poll, covered by The Retail Bulletin, will give cheer to retailers that have integrated their marketing across online and offline channels.

Of the 1,500+ British consumers surveyed, 70% had shopped from home in the last 12 months, and 80% had found an item they wanted in a catalogue and then gone to the web to order it.

Mark Peacock, home shopping consultant at Experian Integrated Marketing, said:

“The days of brands using an 'either/or' communications strategy are well and truly over. It's critical that companies blend their online and offline capabilities to achieve long-term growth.”

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