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BizReport : Ecommerce archives : October 31, 2011

Study: Generics appeal to in-store searchers

When is the last time you were in a brick-and-mortar store, needed product information and ran home to search the Internet? More than three years? You aren't alone. These days in-store shopping questions are as likely to be asked online/through mobile devices than through home computers once a shopper returns home. And those questions are leading to more purchases indicates one report.

by Kristina Knight

For those who use search functions in-store it seems non-branded terms are the key. When it comes to mobile search, generic terms are leading the charge. According to a recent GroupM Search/Kantar Media study 86% of in-store shoppers who search for product information use generic terms rather than branded to obtain information. Added to that, when those shoppers click on search results, 90% are clicking organic listings.

"The Web is influencing more than $1 trillion of in-store sales, and search is the number one online channel for driving that revenue," said Chris Copeland, CEO, GroupM Search. "This new understanding of the retail shopper represents a behavioral shift. The intent shown in search provides brands an opportunity to maximize their online revenues and encourage and cultivate greater in-store sales."

Other interesting findings from the report include:
• In-store buyers are more likely to click generic links
• 5% of traffic to advertiser's websites is store locator related
• 10% of shoppers say they use tablets while shopping in-store
• 93% of all buyers use search (online shoppers and in-store shoppers)
• 80% who utilize search say it's 'very' or 'extremely' useful

In the upcoming holiday season those search queries may be more important than ever. The National Retail Federation (NRF) has modified their forecast and now estimate holiday spending will increase 2.8%. As for online sales, 7 in 10 retailers say they expect online sales to increase 15% this season.

Tags: ecommerce, GroupM, Kantar Research, mobile commerce, mobile marketing, mobile search, NRF

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