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.

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