Monday, May 19, 2008

Real Life -- Not the Web -- Rules Retail

The Internet may not be the best place for retailers to seal a deal according to a new study by the Pew Internet and American Life project.

The 42-page report (pdf) found:

1. People user search for information, but online research is only one of several information-gathering systems
2. Information gathered online has the most impact on big purchases
3. Most people don't rate products after their purchase, except with music
4. Consumers will price shop online, but purchase at brick-and-mortar stores
5. Shoppers use the Internet to research what they have found or experienced in other places (radio, television, movies, print)

The study's results tell us one of two things: either retailers haven't yet cracked the code for reaching their customers or people are using research resources available to them to target their purchasing.

These results, though, are good news moreso for marketers than anyone else because it helps validate that while online revenues for businesses may be flat, there is some correlation between online research and offline spending. 

By brad at 01:33 AM | Comments (0)

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