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BizReport : Ecommerce archives : May 07, 2007

Consumers research products online, buy offline

A report to be released by Forrester Research later this week reveals that most consumers are researching online, but buying offline.

by Helen Leggatt

In the report, Forrester predicts that the dollar value of offline sales that are directly influenced by online research will rise from almost $400 billion to $1 trillion in the next five years.

Currently, 51 percent of consumers research items online and then buy them in-store. The reason? Forty-two percent want to see and feel the item before purchasing it, but the reason most, 51 percent, gave was “I want the produce immediately”.

Some consumers wanted to speak to a salesperson (17 percent) and the same number discovered better prices offline.

Once in a store, 54 percent of consumers were more likely to spend, on average, $154 on items they had not previously researched online.

"There is a huge opportunity for retailers to engage consumers cross-channel, to provide incentives and motivation in order to capture not only that purchase but also other incremental purchases they would have made in-store," said Tamara Mendelsohn, senior analyst at Forrester, via Brandweek.

Tags: Forrester Research, in-store, online shopping

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