For eBusiness & Channel Strategy Professionals

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	July 29, 2009 (updated August 6, 2009) Profiling The Multichannel Consumer How Retailers Can Enable Multichannel Consumer Behavior by Patti Freeman Evans with Cristina Bugnaru, Brendan McGowan

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Executive Summary

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.

TABLE OF CONTENTS

• Multichannel Consumer Behavior Has Become Mainstream
• Multichannel Buyers Emerge As A Lucrative Segment
• Multichannel Buyers Bring Additional Sales
• Online Window Shoppers Have Not Yet Embraced The Web As A Place To Purchase

RECOMMENDATIONS

• Keep Multichannel Buyers Engaged And Convert Online Window Shoppers
• Related Research Documents

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