THERE IS NO SUCH THING AS A MULTI-CHANNEL SHOPPER There is so much talk these days about multi-channel shopping and multi-channel shoppers. I would and will argue that while multi-channel shopping is important, there is no such thing as a multi-channel shopper. Indeed, I will argue that offering a multi-channel option is made all the […]

THERE IS NO SUCH THING AS A MULTI-CHANNEL SHOPPER There is so much talk these days about multi-channel shopping and multi-channel shoppers. I would and will argue that while multi-channel shopping is important, there is no such thing as a multi-channel shopper. Indeed, I will argue that offering a multi-channel option is made all the more important by virtue of the fact that there is no such thing as a multi-channel shopper. I know hundreds of people who readily shop using a range of channels – but I have never met anyone who describes themselves as a ‘multi-channel shopper’. I would argue that there are only shoppers – and shoppers are focused on just one thing – getting what they want as efficiently and cost effectively as possible. Shoppers do not think of themselves as offline shoppers, online shoppers or multi-channel shoppers. They just think of themselves as having a…