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	December 19, 2007 Retail Channel Surfers Prefer To Buy Offline Understanding Web Buyers' Price Expectations For Retail Shopping Channels by Carrie Johnson with Peter Hult

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Executive Summary

Although the number of technologically inclined Web buyers is steadily increasing, Web buyers still prefer to shop in traditional offline stores, and their spending behavior confirms this — on average. Web buyers have spent $511 at a retail store during the past three months, compared with just $313 spent online. Also, Web buyers remain a price-sensitive crowd and continue to expect lower prices online than in the store. However, the situation is not as dire as it appears. Retailers can combat Web buyers' price sensitivity by using targeted marketing campaigns, feeding on the growth in multichannel retail, and implementing better promotional strategies.

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