July 29, 2009 (updated August 6, 2009)
Profiling The Multichannel Consumer
How Retailers Can Enable Multichannel Consumer Behavior
with Cristina Bugnaru, Brendan McGowan
Executive Summary (This is a document excerpt)
Seventy percent of US online consumers research products online and purchase them offline. Based on this behavior, Forrester has identified two consumer categories: multichannel buyers and online window shoppers. Multichannel buyers use the Web for both research and purchases, while online window shoppers use the Web exclusively for researching their offline purchases. Multichannel buyers are almost six times more numerous. They are also more affluent and savvier online users than online window shoppers. The demographic and psychographic differences between these two consumer segments, and examples of how top US retailers are evolving their multichannel strategies in response, offer insights into how eBusiness professionals can enable multichannel consumer behavior.
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recommendations
| Forrester used interviews with multichannel retailers including Home Depot and Intermix; vendors including ATG, Demandware, and Omniture; as well as data from Consumer Technographics® in the preparation of this report. Related Research Documents
May 15, 2009 March 30, 2008 |
Multichannel Consumer Behavior Has Become Mainstream 
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