Save or Share this Report

For eBusiness & Channel Strategy Professionals

Profiling The Multichannel Consumer

How Retailers Can Enable Multichannel Consumer Behavior

July 29, 2009

Primary author headshot


  • By Patti Freeman Evans
  • with Cristina Bugnaru,
  • Brendan McGowan

Why Read This Report

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.

Get Access

Already a Client?

Log in to read this document.

Become a Forrester Client

Customers are the new market-makers, reshaping industries and changing how businesses compete and win. Success depends on how well and how fast you respond. Forrester Research gives you insights and frameworks aligned to your role to shorten the time between a great idea and a great outcome, helping your teams win in the age of the customer. Contact us to learn more.

Purchase Report

This report is available for individual purchase ($499 USD).


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

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