Store Distance plays a major role in how customers "convert", and in how customers use your online channel.
In most of my projects, there are three key store-distance bands.
- 0-5 Miles: Here, customers frequently use the website to plan an in-store purchase. Conversions are hard to come by, via traditional metrics, and yet, the website has never been more important. Email, by the way, becomes a major in-store driver in this case.
- 6-25 Miles: This band is driven by online research that yields a 50/50 mix of online purchases and in-store purchases. This is the classic "omnichannel" customer that you read about. These customers frequently "do everything". Email is a tool that often drives the customer online, in this mileage band.
- 26+ Miles: Even more interesting is the 100+ mile band from a store. Here, the catalog plays a major role in relationship building. These customers tend to buy online after receiving catalogs, at rates higher than for any other segment.
Contact me (firstname.lastname@example.org) for your own, customized project.