Does online drive retail consumer purchases or the opposite? A multi channel analysis through MegaPanelTM

How people simultaneously use various channels while searching and purchasing products and services becomes a major question should a firm intend to use the Internet as a complementary channel in the purchasing cycle of consumers aside from stores or direct sales channels such as telephone or mail order catalog.

Does Online Drive Retail Consumer Purchases or the Opposite?

A Multi Channel Analysis Through MegaPanel™

Georges MaoNielsen//NetRatings for EMEA, United Kingdom

BACKGROUND

Over the past years traditional retail companies have paid much interest to the...