Retailers who have embraced online marketing and eCommerce are reaping the benefits of experienced consumers who use the Internet channel to search and discover products before making a purchase decision. The most noticeable outcome is that online browsing converts consumers into store buyers.

In a recent report on Multi-Channel Retailing in the US, Jeffrey Grau, senior analyst for eMarketer says that: “US consumers now routinely use various combinations of a retailer’s stores, website and catalogues, even during the course of a single transaction. One consequence of this is that online product research is driving more store sales than online sales.“

Shop.org’s “2007 eHoliday Mood Study” analyzed the distribution between sales channels where:
- 43% shopped online and in stores
- 18.3% shopped only in stores
- 17.8% shopped only online

In its report, eMarketer states that $470.7 billion of in store sales revenue has been influenced by the online channel.

A Forrester Research report on cross-channel consumer behavior reveals that buyers search for products online and then purchase them in store:
- 51% to obtain the product immediately
- 42% to see the product before buying it
- 40% to avoid paying shipping costs
- 27% find it more convenient to buy products in store

Major retailers have picked up the trend and offer more convenience to their multi-channel customers by:
- enabling them to buy online and pick up or return to store
- collect and use loyalty point across all channels
- check in store product availability

Bookmark to: