Multi channel has never been so connected, with a consumers using multiple devices and a number of channels to help them make an informed decision about their purchases.  "Research Online, Purchase Offline" (ROPO) also known as 'webromming' is becoming more prevalent and a recent survey by DigitasLBi suggested that 86% of total shoppers engage in ROPO.

"Showrooming" on the other hand, where consumers browse in store and purchase online has been influenced by the mobile generation and as more Product level advertising opportunities arise this trend will no doubt continue to grow and support the full multi-channel strategy of retail.

The challenge for retailers is to be everywhere their consumers are looking for their's or similar products,while ensuring that the content of their product adverts are optimised to enable a more informed choice for consumers.  Relevant content will generate greater click-thru rates and increase sales.

Deloitte have highlighted that over 50% of sales will be influenced by a digital experience, including both online and offline sales.  Furthermore, Deloitte have also shown that using a device before or during in-store shopping increases the overall conversion rate by 40%, highlighting the need for a consistant offering and experience across all channels.

Source: Deloitte.