Aug 09 2007
Study Finds Consumers Who Internet Pre-Shop Spend More In-Store
In a July 30th Press Release, a Yahoo and comScore study finds online consumers who pre-shop on the Internet spend more in-store. The compelling study showed that consumers who search and pre-shop online spend 41% more in-store when compared to consumers not exposed to online advertising.
“Although recent research cites 89 percent* of consumers shop for information about products online, less than 7 percent** of retail sales actually take place online,” said Amy Vener, Senior Director of Retail Category at Yahoo! “This means retailers have a prime opportunity to engage this audience of ‘pre-shoppers’ through online advertising to capture incremental sales in-store.”
This represents a competitive advantage for you over businesses that do not effectively market on the Internet, but also as a means to increase your average transaction. In order to make the most of your Internet opportunities make sure you are following a basic website maintenance schedule which I outlined in a previous post.
Here are a few things to do in order to improve your online marketing effectiveness:
- Review your website for any visual defects
- Check your links, nothing turns away a potential customer like a 404 page not found error
- Update your online marketing campaigns (Google Adwords or others)
- Complete a search engine optimization project
Remember the importance of a professional appearance and reaching your target audience online. The fantastic thing about the Internet is the ease and convenience it allows your potential clients and prospects to find out information about you. Put your best foot forward!
Regards,
Howard
* BIG Research 2007
** Forrester State of Retailing Online 2007
That’s an interesting thing to know. I did a lot of research and pre-shopping before buying a laptop this summer. I rarely buy a bigger item without hitting the web first for research.