While the online channel may have quite a ways to go before catching up with offline channels, Jeremy Nedelka of 1to1 poses a question that may have some retailers looking at how they conduct business. 

By most accounts, online sales this holiday season were strong compared to in-store.  However, the percentage of online sales compared to overall retail sales is still relatively small.  Today, the reality is that many view the online channel as the primary source of research, but still transact offline.  But if Nedelka's hypothesis is correct, it could be just a matter of time before those roles are reversed.  Here's the scoop.

It may be a stretch, but it's an interesting thought. 

The internet has irreversibly affected the way businesses interact with consumers and redefined how marketers target and reach out to customers. However, just like the days before ecommerce and e-marketing, the brands that are most successful in capturing share of mind and share of wallet are those that stick to the age-old mantra "the customer comes first." 

The cornerstone to success, whether it be online or offline, is facilitating the branding or purchasing experience by helping customers find what they are looking for on their own but still offering personalized service and support when needed. Doing the former has become second nature to most companies, but the latter is often overlooked in this day and age where self-service tools are viewed as a substitute for human interaction.

Below are two examples of companies that have taken different approaches in how they communicate with online customers. One company recognized the importance of human interaction between buyers and sellers but failed to execute its plan successfully, while another company viewed human interaction as nothing more than a cost and failed to recognize that it could also present a significant opportunity for boosting the bottom line.

Read more from iMedia Connection... 

eMarketer post the results of a new survey that looks at how companies are targeting affluent shoppers online.  According to the study by Burst Media, "Nearly one-quarter of US adult Internet users earning $75,000 or more said they would spend more money during the 2007 holiday season than they did during the same period in 2006."

How are businesses looking to capture this influx of rich shoppers? Many are turning to click to call and call tracking to help deliver leads across channels.  Just yesterday, we announced a new partnership with Luxury Link to help them connect their hotel partners to affluent consumers over the phone.  As they find, these solutions are an excellent way to encourage more direct sales conversions, enhance the overall consumer experience and produce measurable results for clients.

Estimates show that online banking will increase by more than 9.5% this year with nearly 80 million Americans conducting some sort of financial services transaction online.  As these numbers grow, so too do the online marketing budgets of most financial services companies.  However, online growth rates are actually slowing dramatically compared to previous years and, as this new eMarketer study points out, many consumers still prefer banking offline. 

One of the main concerns with online banking remains the fear of security issues, with more than 50% of online applicants abandoning their transactions halfway through a form.  While these fears are not necessarily unfounded, online banks are making improvements in the area of security. A survey released by comScore earlier in the year found that 58 percent of online banking customers believe the Internet is more secure than one year ago, 68 percent believe online banking is more secure than one year ago.

The problem, as some have pointed out in the past, is not so much actual security, but the perception of security.  Clearly, the numbers are improving and customers are slowly becoming more accustomed to banking online.  However, as concerns about phishing and fraud continue to be publicized, financial services companies must provide constant assurance to those consumers that are still wary of online banking.

The reality is that customers that use multiple channels tend to be the most valuable, so providing customers with the same sense of security and service across online and offline channels is paramount to growing their business.  As competition increases for online financial services products, those companies that differentiate themselves by guiding customers through every step of the way and easing any potential worries, are the ones that will finish ahead of the pack.

The Better Business Bureau and Gallup released a new survey this week that looks at what makes consumers trust businesses, and the results may have certain online marketers worried. According to U.S. News and World Report, "Two factors stood out as most important in earning (or losing) customers' confidence: price and customer service. Low prices and polite service inspired trust; high prices and poor service did the opposite."

Why should online marketers in particular be worried?

The report also found that American consumers have not yet grown as comfortable with online businesses, with just 17 percent saying they trusted online businesses.

Executives in the online automotive, real estate and telecom industries in particular should pay attention.  Those three industries were the least trusted of all the industries surveyed.

The solution?  Offer competitive prices and superior customer service.