Retail channels interact, e-commerce has hidden extra value
Posted by Admin @ August 29th, 2007 in e-Commerce
If your site supports e-commerce, this research gives a good overview of what customers want. Sterling Commerce and Deloitte found out what the key points are for customers that order products, whether that is online, via catalog or from a physical store. The most important results are published at eMarketer today. The research further gives an overview of online versus offline buying, and the advantages customers see in both channels.
This graph is taken from a July 2006 study by the e-tailing group, in partnership with J.C. Williams Group and StartSampling.
What can be drawn from these results is the fact that customers often appreciate cross-channel shopping and turn to different resources for different questions about the product: according to eMarketer, over one half of the customers investigate a product in more than one retail channel. For example, customers often research a product online before buying it in an offline store. To us this means that online stores can be an added value to the customer, even if she doesn’t buy anything immediately online. Retailers should be aware of this hidden value of their online stores.
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