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November 17, 2008 How To Stimulate Consumers To Buy OnlineMaking The Most Of The Internet And Offline Retail Worldsby Kim Le Quoc with Jaap Favier, Sucharita Mulpuru, Olesia Klevchuk, Alice Bresciani, Jean-Yves Lugo |
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Executive Summary
In the next five years, eCommerce sales will increase at a higher compounded average growth rate (CAGR) than in-store sales — recession or no recession. However, the Internet affects more than just Web sales. One consumer out of two mixes online and offline channels to research their purchases. To make the most of the Internet and offline retail worlds, marketing leaders need to encourage their teams to provide cross-channel researchers and shoppers with a continuous purchasing journey across the marketing funnel.
TABLE OF CONTENTS
- How Consumers Mix Channels
- From Driving Preference To Creating Online Loyalty
RECOMMENDATIONS
- Drive Cross-Channel Integration
- Related Research Documents
This is an excerpt
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