How The Net Is Influencing European Offline Sales

January 23rd, 2009

Valerie Batut

Reineke Reitsma

With contributor:

Serena Goldberg

Summary

For the past decade or so, an increasing number of European consumers have been relying on the Internet to provide them with information on products and services. Today, more than half of the European online population is regularly using the Internet to research products. However, not all of these online researchers will make their final purchase on the Internet — some will prefer to use an offline channel. What are the factors influencing this behavior? How can eBusiness professionals convert more online researchers into online buyers? Or, at least, how can they improve on the multichannel experience to make sure that their online visitors will buy in their stores?

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