Case Study
Offline Shoppers who Research Online Spend More
the rundown
Fnac, a leading electronics retailer in Spain, wanted to know how the internet was affecting the TV purchasing decisions of its in-store shoppers. Google asked Nielsen to help us analyze these shoppers' online behavior. We found that 52% of in-store TV purchasers researched products online before buying - with the majority opting not to buy online in favor of seeing the product in person first.
The Goals
- Quantify the role of the internet in the TV purchase process
- Identify the differences between those that use the web in the purchase process vs. those that don’t
- Understand purchase process of online researcher
The Approach
- 357 offline TV purchasers at Fnac recruited via contest entry at point of purchase (in-store)
- Follow up telephone interview then conducted ten days after purchase
The Results
- Offline shoppers who research online spend 33% more than those who don’t research
- The majority of offline shoppers research online before purchase
- Wanting to see the physical product is the principal barrier to online transaction
- Published September 2010
- Topics
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