Survey Reveals Multichannel Shopping Habits of Electronics Shoppers
DDI: 112
Although the readers of Home Electronics Journal comprise the convenience sample for this survey, I must urge high-tech marketers to take note of this study for its affirmation that the purchase experience of high-ticket electronics is still a multi-channel affair. Of particular note is the affluent segment, which is most apt to research the product online, but forego the intangible, impersonal Web experience to make the purchase at the retail store. The Data Dump Indicies of such outlets as Best Buy (DDI 144, +3.3), Circuit City (DDI 138, +2.8), and Wal-Mart (DDI 166, +2.3) move higher as consumers will likely be exposed in the near term gift-buying incentives from these businesses. Despite surging gas prices, I have every reason to believe that these survey findings will support each of their marketing tactics for reaching the consumers online but completing the sale at the store.
Although the readers of Home Electronics Journal comprise the convenience sample for this survey, I must urge high-tech marketers to take note of this study for its affirmation that the purchase experience of high-ticket electronics is still a multi-channel affair. Of particular note is the affluent segment, which is most apt to research the product online, but forego the intangible, impersonal Web experience to make the purchase at the retail store. The Data Dump Indicies of such outlets as Best Buy (DDI 144, +3.3), Circuit City (DDI 138, +2.8), and Wal-Mart (DDI 166, +2.3) move higher as consumers will likely be exposed in the near term gift-buying incentives from these businesses. Despite surging gas prices, I have every reason to believe that these survey findings will support each of their marketing tactics for reaching the consumers online but completing the sale at the store.
posted by Darren Bosik at
Tuesday, June 20, 2006
