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April 19, 2006 Understanding US Cross-Channel ShoppersDemystifying Consumers Who Influence More Than $125 Billion In Offline Salesby Tamara Mendelsohn with Carrie Johnson, Sean Meyer |
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Executive Summary
As consumers embrace the Web and incorporate it into their lives, and specifically into their shopping habits, the number of cross-channel shoppers — consumers who research products online and buy offline — has increased 8% compared with 2004. These shoppers are still a step ahead of the mainstream with higher household income, education, and technology optimism. They wield tremendous power, influencing more than $125 billion in offline sales in 2005. But they are still a price-conscious bunch that doesn't hesitate to switch retailers as they switch channels. To keep these precious shoppers from slipping to the competition, retailers should concentrate on creating easy in-store pickup options and incentives to remain brand-loyal.
TABLE OF CONTENTS
- Cross-Channel Shopping Captures The Best Of Both Worlds
- Cross-Channel Shoppers Influence More Than $125 Billion Of In-Store Sales
- Channel Switching Need Not Equal Brand Switching
- Related Research Documents
This is an excerpt
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