He also quoted the distribution of sales by channel.
We combine the two pieces of information for the following table:
|Fair Indigo Sales Distribution|
|Channel Recording The Sale||70.0%||25.0%||5.0%|
|Channel Driving The Sale||35.0%||60.0%||5.0%|
This is typical of many Multichannel Forensics projects I work on. It is popular to assume that catalogs drive 80% or more of online sales (via matchback analytics). Multichannel Forensics often illustrate trends comparable to those at Fair Indigo.
When this happens, there's cost-savings "a plenty" when executing catalog marketing to online customers.