April 19, 2006

Understanding US Cross-Channel Shoppers

Demystifying Consumers Who Influence More Than $125 Billion In Offline Sales

by Tamara Mendelsohn

with Carrie Johnson, Sean Meyer

Executive Summary (This is a document excerpt)

As consumers embrace the Web and incorporate it into their lives, and specifically into their shopping habits, the number of cross-channel shoppers — consumers who research products online and buy offline — has increased 8% compared with 2004. These shoppers are still a step ahead of the mainstream with higher household income, education, and technology optimism. They wield tremendous power, influencing more than $125 billion in offline sales in 2005. But they are still a price-conscious bunch that doesn't hesitate to switch retailers as they switch channels. To keep these precious shoppers from slipping to the competition, retailers should concentrate on creating easy in-store pickup options and incentives to remain brand-loyal.

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