Save or Share this Report

For eBusiness & Channel Strategy Professionals

Retail Channel Surfers Prefer To Buy Offline

Understanding Web Buyers' Price Expectations For Retail Shopping Channels

December 19, 2007

Primary author headshot

Authors

Why Read This Report

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.

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.

Want to know what will happen in 2020? Visit Forrester's Predictions 2020 Hub, where you can read what's coming next in marketing, customer experience, technology, innovation, and more.

Purchase Report

This report is available for individual purchase ($745 USD).

Purchase

Recommended Research