Shop Online, Spend Offline
Big box stores benefit from online shopping.
Consumers who shop online for digital cameras and TVs spend 10% more on in-store purchases than consumers who do not search online, according to survey sponsored by Yahoo! Search Marketing and conducted by ChannelForce. Shoppers were interviewed when entering big box electronics stores like Best Buy and Circuit City.
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Online digital camera shoppers who made their purchases in stores spent an average of $31 more than those who did not use search. Those who shopped for TVs online spent on average of $139 more when they got to the store than those who had not used search.
These results line up with other studies about how online shopping affects offline purchases.
"The Multi-Channel Shopping Transformation Study," conducted in 2006 by the e-tailing group with J.C. Williams Group and StartSampling, measured the pervasiveness of different cross-channel shopping behaviors. The most-trod cross-channel shopping path starting online (i.e., from a Web site, e-mail or an online newspaper circular) was to browse a Web site and then buy in a store (37%).
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