I recently conducted a study for a company. The results should be of interest to you.
- After controlling for purchase frequency, each additional merchandise division a customer purchased from was worth ten times as much as each channel the customer purchased from.
Nobody in the marketing world publishes this type of information.
This is not uncommon, folks. The range of benefit changes (sometimes 2x as important, sometimes 10x as important, sometimes 25x as important). Still, the following holds true:
- Merchandise is usually more important than Channels