November 5, 2009

Depicting European Shoppers' Complex Purchasing Decision Path

Retailers Must Implement Strategies That Facilitate Research And Purchase Across Channels

by Lauriane Camus, Patti Freeman Evans

with Olesia Klevchuk, Brendan McGowan

Executive Summary (This is a document excerpt)

There is no longer a clear purchase path for consumers. Thirty-nine percent of European consumers begin their research process online when making a considered purchase. Those consumers who begin their research process online are also likely to ultimately purchase products online. Additionally, more than one in three European consumers mixes online and offline channels during the multichannel purchasing decision. The Internet is therefore a key channel in the purchasing process. What's more, cross-channel shoppers emerge as a lucrative group. To make the most of the Internet and offline retail worlds, eBusiness and channel strategy professionals must provide cross-channel researchers and shoppers with a seamless purchasing journey.

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