Shop Online, Spend Offline
Posted by Universal Ad at Monday, August 20, 2007 5:21 AM and is filed under Store,offline,online,Shopping 
Apparently, in line with similar studies, big box electronics stores benefit from online shopping. Consumer who shop online for digital cameras and TVs spend 10% more on in-store purchases than consumers who do not search online (that translates into $31 more for digital camera shoppers and $139 for TV shoppers).
For our purposes, it must be noted that the clear winner of cross-channel shopping is still the much-maligned lowly coupon! 60% of consumers start their cross-channel shopping trips when they receive one and then go buy in-store (vs. 34% who view a circular online then buy in-store and 15% who receive a coupon and buy online). The next level includes those who browse a web site and then buy in-store (37% vs. 19% who browse the store and then buy online).
It seems that, for now, store sales that have been influenced by the Web are greater than online sales. They claim that the gap will widen but I'm sure it'll go the opposite direction in the not-too-far-future. Another interesting, albeit not surprising, fact is that the demographic segments more likely to research online before buying online are men, 25-34 year olds, and consumers with annual incomes of at least $50,000.
Full details can be found on the eMarketer site.
For our purposes, it must be noted that the clear winner of cross-channel shopping is still the much-maligned lowly coupon! 60% of consumers start their cross-channel shopping trips when they receive one and then go buy in-store (vs. 34% who view a circular online then buy in-store and 15% who receive a coupon and buy online). The next level includes those who browse a web site and then buy in-store (37% vs. 19% who browse the store and then buy online).
It seems that, for now, store sales that have been influenced by the Web are greater than online sales. They claim that the gap will widen but I'm sure it'll go the opposite direction in the not-too-far-future. Another interesting, albeit not surprising, fact is that the demographic segments more likely to research online before buying online are men, 25-34 year olds, and consumers with annual incomes of at least $50,000.
Full details can be found on the eMarketer site.
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