Skip to main content

Consumer Multichannel Shopping Behaviors

According to Nielsen Online the Web plays an increasingly integral role in retail for brick and mortar retailers, even among purchases that occur in-store.

A Nielsen survey in May 2008 found that among a representative group of people who had recently made consumer electronics (CE) purchases in a brick and mortar store, 80 percent bought from a store whose Web site they visited first. Further, 53 percent purchased from the retailer on whose Web site they had spent the most time.

While the benefits of online sales have long been apparent to retailers, the ability of the Internet to drive off-line sales is now rising to the fore.

Among consumer electronics purchasers, 58 percent indicated that if they had only one channel in which to do product research prior to purchase, they would choose the Internet, compared with only 25 percent that would choose to be able to do research in a brick and mortar store.

"A strong Web presence with broad and deep online content is critical for all retailers, including brick and mortar stores," said Ken Cassar, vice president, industry insights, Nielsen Online.

Surprisingly, the industry that retailers should look to for guidance on multichannel integration is the media industry, which has embraced the notion of content portability, allowing their consumers to easily consume content wherever they are with whatever device they prefer.

Retailers that are able to facilitate consumer multichannel shopping behaviors will enjoy growth in market share across the enterprise.

Popular posts from this blog

Securing the Future of Cellular IoT Apps

The Internet of Things (IoT) continues to expand. According to the latest worldwide market study by Juniper Research, they forecast a 90 percent growth in cellular IoT devices by 2028, with the global number reaching 6.5 billion. This exponential rise presents both exciting opportunities and significant challenges. While the growth of cellular IoT unlocks a vast potential for innovation in smart cities, industrial automation, and remote monitoring, it also requires device management and security advancements. Cellular IoT Market Development Juniper's research highlights the critical role of intelligent infrastructure management solutions. These platforms will empower the users to automate critical tasks such as device configuration, real-time security management, and optimized wireless connectivity. The surge in cellular data usage, projected to reach 46 petabytes by 2028 compared to 21 petabytes today, further underscores the need for automation. This is where federated learning i