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Internet marketing 'leads to' offline purchases
The majority of US shoppers who visit retail websites first are more likely to spend more and shop more in local stores, a new study reveals.A poll of 37,500 people by multi-channel shopping services website ShopLocal claims that frequent internet usage by consumers also drives traffic into stores, with 95 per cent of those checking deals online each week visiting a retailer's store at least once a month.
More than two thirds (69 per cent) of respondents claimed to have gathered information on products via online advertising circulars before buying products in stores and a quarter (27 per cent) of those quizzed had purchased items on the internet after viewing online Marketing and advertising material.
Chicago-based ShopLocal claims that Internet Marketing is becoming increasingly popular with both companies and consumers and shoppers are visiting a wide range of online advertising circulars, from beauty products and groceries to consumer electronics.
"The power of the internet has improved the quality and quantity of today's shopping experience, both for online purchasing and local in-store shopping," Bob Armour, chief Marketing officer for ShopLocal, said.
In the UK, the internet is taking a larger slice of Christmas spending, with high street store traffic down on the same period of last year, retail analysis firm Footfall reveals.
However, retail activity appears to be picking up as Christmas approaches and online postal deadlines pass, with more shoppers researching online and then heading to the shops.
Online Advertising news posted on 22 December 2006
