Abstract
Today, online consumers think nothing of shopping across a retailer' s stores,
Web site and catalog. As a consequence, online product research is actually
driving more land-store sales than online sales.
The Multi-Channel Retailing report analyzes the factors that are
contributing to make online product research a vital driver of offline retail
sales.
Any retailer who isn' t using the online channel to promote offline sales-as
well as online sales-is missing a huge opportunity.
In 2007, eMarketer estimated that store sales influenced by online research
totaled $471 billion. Comparatively, retail e-commerce sales were $136 billion.
Another way to look at it is that for every $1 in online sales, the Internet
influenced $3.45 of store sales.
From 2007 to 2012, Web-influenced store sales are forecast to grow at a 19%
average annual rate, compared with a 12% rate for retail e-commerce.
Key questions the "Multi-Channel Retailing" report answers:
- How do consumers shop across retailers' stores, Web sites and catalogs?
- How do e-commerce sales compare with store sales that are influenced by
online product research?
- What do consumers expect from multi-channel retailers?
- How effective are retailers in living up to these expectations?
- And many others…
eMarketer Reports-On Target and Up to Date
The Multi-Channel Retailing report aggregates the latest data from
marketing and communications researchers with eMarketer analysis to provide
the information you need to make smart, accurate business decisions.
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