Friday, May 11, 2012

“Digital window shopping” is creating new battlegrounds for retailers.

E-commerce spending in the U.S. hit $195 billion in 2010, accounting for more than 6% of total retail sales, and it is still growing across the board. But not all spending is alike: The ways that consumers research and buy online vary by category. 

McKinsey has identified three distinct clusters: “Gone to digital,” “Still in store,” and the “Digital battleground.”
 
This consumer behavior creates significant challenges and opportunities for multi-channel commerce. The stakes are high and rising for retailers and marketers. The trend toward online research and purchase continues, with many categories moving more clearly into the digital battleground.

No comments: