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February 22, 2008 Online WardrobingUsing Peak Sales Periods to Move Buyers Across Categoriesby Dorothee Guthrie-Vogel with Mark Mulligan, Nate Elliott |
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Executive Summary
During peak sales periods such as the festive season (generally known as the holiday season in the US), Easter, or the back-to-school season, shoppers are looking online for gifts across a range of categories. This is a unique opportunity for online retailers to inspire consumers to shop in new categories beyond the ones in which they typically purchase.
Key Questions
- How likely are European online buyers to purchase across multiple product categories?
- How can online retailers motivate shoppers who are searching for gifts to buy across more categories?
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