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January 23, 2009 How The Net Is Influencing European Offline Salesby Valerie Batut, Reineke Reitsma with Serena Goldberg |
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Executive Summary
For the past decade or so, an increasing number of European consumers have been relying on the Internet to provide them with information on products and services. Today, more than half of the European online population is regularly using the Internet to research products. However, not all of these online researchers will make their final purchase on the Internet — some will prefer to use an offline channel. What are the factors influencing this behavior? How can eBusiness professionals convert more online researchers into online buyers? Or, at least, how can they improve on the multichannel experience to make sure that their online visitors will buy in their stores?
TABLE OF CONTENTS
- Online Users Access The Internet To Research A Whole Range Of Products
- But Not All Online Search Converts Into Online Purchase
RECOMMENDATIONS
- Don't Let Your Online Researchers Escape
- Supplemental Material
- Related Research Documents
This is an excerpt
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