Retail Channel Surfers Prefer To Buy Offline

Understanding Web Buyers' Price Expectations For Retail Shopping Channels

December 19th, 2007
With contributor:
Peter Hult


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.

Want to read the full report?

This report is available for individual purchase ($1495).

Forrester helps business and technology leaders use customer obsession to accelerate growth. That means empowering you to put the customer at the center of everything you do: your leadership strategy, and operations. Becoming a customer-obsessed organization requires change — it requires being bold. We give business and technology leaders the confidence to put bold into action, shaping and guiding how to navigate today's unprecedented change in order to succeed.