Online Price Comparisons Fuel Local Offline Shopping

Here is some interesting W2S data that just came in off the wire. comScore is starting to recognize that people use online resources that end up driving people in-store. Below is the press release excerpt.

From comScore Networks - RESTON, Va., November 26, 2006:

E-COMMERCE SPENDING ON BLACK FRIDAY JUMPS 42 PERCENT
VERSUS LAST YEAR

Higher Than Expected E-Commerce Spending During Thanksgiving Weekend Has Online Retailers Eagerly Anticipating Cyber Monday

Online Price Comparisons Fuel Local Offline Shopping

"...An analysis of traffic to online comparison shopping sites revealed a distinct surge in visits on Black Friday, as consumers began their traditional hunt for holiday bargains. Visits to the leading shopping engines collectively rose 21 percent on Black Friday, versus the average number of daily visits during November. ShopLocal.com, however, saw a triple digit increase in visits on Black Friday and during the preceding three days, as consumers took advantage of the site’s ability to help them pinpoint bargains available at local offline retailers.

“Clearly consumers are increasing their use of online resources to drive their offline shopping,” commented Mr. Fulgoni. “On Black Friday, when many consumers were drawing up their ‘battle plans’ for finding in-store bargains, it appears that the savviest among them had already used the Internet to price items for purchase at local stores offline. We expect this trend to continue during the holiday season.”

Actual Web-to-Store Data From A Leading Retailer - Amazing Results

Here is some new and very interesting W2S research that one of the largest retailers in the world recently conducted. This retailer found that those customers that visited their online circular site were on average:

• Conducted 47% more store transactions than the regular customers that did not view the online circular.
• Visited a store 32% more than the regular customers that did not view the online circular.
• Spent 26% more overall (total spend over a 12 month period) than the regular customers that did not view the online circular.

This research was based upon a 12 month slice of data that included all household purchases.