He also quoted the distribution of sales by channel.
We combine the two pieces of information for the following table:
| Fair Indigo Sales Distribution | |||
| Online | Catalog | Store | |
| 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.
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