European Multichannel Consumers Are High-Value Shoppers

Europeans are shopping via three main channels: stores, the Internet, and other remote channels, such as mail, phone, and catalogs. In recent years, the Internet channel has been gaining in importance compared with traditional channels, as an increasing number of consumers have started to buy products and services online. For most product categories, the Internet is an additional channel, not a substitution. Nevertheless, retailers should cherish shoppers who combine multiple channels, as they spend the most, are more brand-loyal, and are more likely to refer products they like to friends.