November 17, 2008

How To Stimulate Consumers To Buy Online

Making The Most Of The Internet And Offline Retail Worlds

by Kim Le Quoc, Jaap Favier

with Sucharita Mulpuru, Olesia Klevchuk, Alice Bresciani, Jean-Yves Lugo

Executive Summary (This is a document excerpt)

In the next five years, eCommerce sales will increase at a higher compounded average growth rate (CAGR) than in-store sales — recession or no recession. However, the Internet affects more than just Web sales. One consumer out of two mixes online and offline channels to research their purchases. To make the most of the Internet and offline retail worlds, marketing leaders need to encourage their teams to provide cross-channel researchers and shoppers with a continuous purchasing journey across the marketing funnel.

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