Net-Driven Sales To Surge

from the whether-online-or-offline dept

Again, this shouldn’t be a huge surprise to most people, but new studies have found that even when people buy goods offline, they do their research online. This suggests that there’s a real benefit to blending online and offline commerce efforts (if possible). The problem, of course, is that it’s not always easy to track the path of someone who does research online and then buys offline. The studies also show that price is still the leading reason why people search out alternatives online – though, convenience and trust of the retailer do matter. Either way, though, I wonder if offline sales, driven by online research, should count as internet sales? Since companies are working so hard to justify their online efforts, they may not be getting enough credit for their websites being information sources that lead to offline sales.

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Comments on “Net-Driven Sales To Surge”

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Oliver Wendell Jones (profile) says:


Maybe if dealers offered some sort of discount for offline purchases based around online info searches (i.e., go to, look at TVs, print out a coupon good for 20% off the extended service plan for any TV purchase in the next 7 days) and use that to track it.

The tricky part is coming up with something that makes it worth the time of the consumer without it costing the store too much, i.e, a 20% off the TV coupon is probably out of the question.

Anonymous Coward says:

Re: Have you ever used one? Discount?

“Coupons” are for old ladies. My wife always tries to get me to use them, but I’m way too embarassed to – macho pride thing perhaps, but there it is.

If the rebate was sent to the store – and you just gave them your name, or something – now that I would do. But from a pride perspective, I’m not freakin’ pulling out a printed piece of paper from my computer and looking like a cheap nerd in everyone.

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