This also suggests that retailers may be better off targeting customers within a few-mile radius of their store locations rather than broadcasting a wider marketing net. Households with incomes under 49,000 and heads of households under 44 -- largely those groups whom you would expect to be undergoing life changes such as marriage, children, rising income, or possibly a new home -- were the most likely to report spending more this season.
More Quotes from John Rittenhouse:
The Internet continued to attract the most desirable customer.John Rittenhouse
Of particular interest was that the respondents were less influenced by customer service and or the physical store facility. Traditionally, retailers invest heavily in these areas to differentiate themselves.
John Rittenhouse
Particularly interesting is that Internet shopping included all age groups up to 65, with 53 percent of consumers making Internet purchases. The Internet continued to attract the most desirable customer, as the higher the income, the more the likelihood to buy on the Internet. For instance, people with incomes over 75,000 were twice as likely to use the Internet compared with people with incomes under 30,000.
John Rittenhouse
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