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Retail-Integrated E-Commerce Improves Sales

Posted on 8.03.2011

E-commerce technology company Shopatron recently released the results of its “2011 Retailer eCommerce Study,” which shows that retail-integrated e-commerce continues to grow in popularity and boost sales for both brands and retailers.

Shopatron is considered the world leader in retail-integrated e-commerce and uses a patent-pending solution that allows brands to sell online and pass those sales directly to their authorized retail partners for fulfillment.

The company’s survey was answered by almost 1000 of their retail partners and it gives some real insight into how the growing world of e-commerce affects a consumer brand’s online and in-store sales. Analysis of the study would seem to say that those branded manufacturers who are considering direct-to-consumer e-commerce may want to think again.

Let’s break the survey down by the numbers:

- 46% of retailers claimed that they buy more from brands that send them orders generated online. Meanwhile, 36% of retailers said that they actually sell more of a brand in-store when they are able to bump up stocking to fulfill those online orders. These results reveal a correlation between retail-integrated e-commerce and the impact that it has in how much brands sell, both online and through their retail partners.

- 52% of the surveyed retailers buy or consider buying brand that send them orders, which they receive through Shopatron’s retail-integrated system. This is important for brands looking to expand distribution, especially considering that a number of the retailers said they immediately place an opening order after a brand launches with Shopatron.

- 62% of the participants verified that the additional sales they make through retail-integrated e-commerce have impacted their profit. This many be the most telling, and important, data of all. It’s not a shock that 59% of the retailers said that Shopatron is either “important” or “very important” to their business.

- 64% of the dealers said that they would likely reduce how much they buy from brands who sell direct to consumers. This number is up 13 points from a similar survey conducted by the company in 2009. This shows how quickly retailers are adapting to the retail-integrated e-commerce format, as well as how enthusiastic they are about it. In addition, 10% of respondents said that they would completely stop buying from brands that sell direct.

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