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

Wireless Solutions Advance Work from Home Trends

Despite a challenging backdrop from the ongoing effects of the global COVID-19 pandemic, the negative impact on fifth-generation (5G) wireless supply chains has been minimal compared to the wider mobile smartphone market. This led to 5G mobile devices becoming more diverse, brought to market quickly at a variety of price points, thereby accelerating affordability and adoption. The mobile market is transitioning to 5G and many leading vendors are now exploring the low-priced 5G smartphone segment. According to the latest worldwide market study by ABI Research, 681 million 5G handsets will be shipped in 2022. Therefore, the race is on for OEMs to find that all-important level of differentiation in their flagship portfolios to help boost margins and improve market share. 5G Wireless Market Development Vendors continue to drive the adoption of new product designs, screen technology, chipsets, and camera setups -- notably within the flagship smartphone segment. Meanwhile, the leaders seek a

Software-Defined Infrastructure: The Platform of Choice

As more organizations adapt to a hybrid working model for their distributed workforce, enterprise CIOs and CTOs are tasked with delivering new productivity-enabling applications, while also seeking ways to effectively reduce IT cost, complexity, and risk. Traditional IT hardware infrastructure is evolving to more software-based solutions. The worldwide software-defined infrastructure (SDI) combined software market reached $12.17 billion during 2020 -- that's an increase of 5 percent over 2019, according to the latest market study by International Data Corporation (IDC). The market grew faster than other core IT technologies. The three technology pillars within the SDI market are: software-defined compute (53 percent of market value), software-defined storage controller (36 percent), and software-defined networking (11 percent). "Software-defined infrastructure solutions have long been popular for companies looking to eliminate cost, complexity, and risk within their data cente

Digital Identity Verification Market to Reach $16.7B

As more enterprise organizations embrace the ongoing transition to digital business transformation, CIOs and CTOs are adopting new technologies that enable the secure identification of individuals within their key stakeholder communities. A "digital identity" is a unique representation of a person. It enables individuals to prove their physical identity during transactions. Moreover, a digital identity is a set of validated digital attributes and credentials for online interactions -- similar to a person's identity within the physical world. Individuals can use a 'digital ID' to be verified through an authorized digital channel. Usually issued or regulated by a national ID scheme, a digital identity serves to identify a unique person online or offline. Digital Identity Systems Market Development Complementary to more traditional forms of identification, digital identity verification systems can enhance the authenticity, security, confidentiality, and efficiency of