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For eBusiness & Channel Strategy Professionals

Servicing The Multichannel Buyer In Europe

Consumers Have Embraced All Touchpoints, And So Should eBusiness Professionals

September 8, 2010


  • By Patti Freeman Evans,
  • Lauriane Camus
  • with Benjamin Zeidler

Why Read This Report

Today, European consumers face a wide range of touchpoints and have adopted a complex purchasing journey. These consumers use more than one channel to research and buy a product, and they are influenced by sources across many communication channels. Sixty-five percent of European online adults start researching a considered purchase online, and 64% end up buying the product in a shop. As new and emerging channels like mobile gain adoption in the retail world, eBusiness and channel professionals must embrace a customer-centric approach and use multiple channels to meet the changing needs of their customers.

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  • Online Is The Top Place For Researching A Considered Purchase
  • European Online Adults Still Typically Close The Deal In The Shop
  • The Majority Of Online Adults Who Research Online Only Close The Deal Online
  • Search Engines Are The Third Most Popular Way To Learn About A Considered Purchase