August 14, 2006

Online Shopping Habits Of The Price-Insensitive

Finding And Marketing To Convenience-Driven And Luxury Consumers

by Sucharita Mulpuru

with Bradford J. Holmes, Sean Meyer, Jared Steinberg

Executive Summary (This is a document excerpt)

Convenience-driven and luxury shoppers are two consumer segments that spend nearly one-third of the total online retail pie, a whopping amount greater than $60 billion. In addition to being big spenders, members of these two segments also exhibit characteristics that make them particularly desirable. They are frequent shoppers who buy from a variety of retailers, they often purchase gifts, they are influential within their communities, and best of all, they are critical to margin-focused managers because they are generally price-insensitive.

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