September 20, 2004

The US Consumer 2004: Multichannel And In-Store Technology

Consumer Technographics North America

by Carrie Johnson

with Charles P. Wilson, Sharyn Leaver

Executive Summary (This is a document excerpt)

The convergence of offline and online retail heralds a new era for consumers: The Multichannel Era. By analyzing online consumers who research products online and purchase them offline — what Forrester calls cross-channel shopping — we see specific shopping behaviors emerge. Cross-channel shoppers are younger, wealthier, and more experienced online than those who don't cross channels, and they will purchase a wide variety of products when crossing channels. What's more, from the time they research online to ultimately purchase offline, half of cross-channel shoppers switch brands. When cross-channel shoppers visit stores, they spend an average of $154 on additional products and are more likely than the average consumer to use self-checkout and in-store kiosks.

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