December 19, 2007

Retail Channel Surfers Prefer To Buy Offline

Understanding Web Buyers' Price Expectations For Retail Shopping Channels

by Carrie Johnson

with Peter Hult

Executive Summary (This is a document excerpt)

Although the number of technologically inclined Web buyers is steadily increasing, Web buyers still prefer to shop in traditional offline stores, and their spending behavior confirms this — on average. Web buyers have spent $511 at a retail store during the past three months, compared with just $313 spent online. Also, Web buyers remain a price-sensitive crowd and continue to expect lower prices online than in the store. However, the situation is not as dire as it appears. Retailers can combat Web buyers' price sensitivity by using targeted marketing campaigns, feeding on the growth in multichannel retail, and implementing better promotional strategies.

Buy Risk-Free

Download and print PDF immediately. Price: US $749

Our Money-Back Guarantee: If you are not completely satisfied, return it for a full refund within three weeks of your online purchase.

Already a Forrester Client?
Log in to read this document.