Study Points to Online Impact on Stores

Baltimore The number of Americans surfing the Web to research items but making the actual purchases at the store has increased 10% since 2006, according to Vertis Communications’ Customer Focus 2008 Holiday Retail study. In contrast, the number of consumers both researching and buying online has increased only 4% in the same period of time.

“Recent reports have been quick to cast doom and gloom over the retail industry for the 2008 holiday season,” said Scott Marden, director of marketing research for Vertis Communications. “However, if retailers hone their marketing efforts in on key consumer segments—such as Americans devoted to browsing online before going in-store to shop—and design marketing campaigns around media these shoppers turn to most, then retailers can become more optimistic about boosting their holiday ROI.”